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Top 3 Media Database Tools for 2022 

MARCH 10, 2022 – 10 MINS READ

Media Database Comparison: Discover the Top 3 Tools for PR professionals in 2022

Transitions within the media industry are frequent, fluid, and complex, which means journalist contact information is constantly changing. But without a way to find the right journalists and the means to reach them, no matter how revolutionary, feel-good, or just plain awesome your news is, it will never go beyond your owned channels.  

Modern media relations must be powered by an accurate and dynamic media database.  

For better or for worse, there are many database options to choose from. In this report, you’ll get the information you need to make an educated choice about which media database platform will best meet your needs in 2022 and beyond.  

 

Media and influencer targeting software

We recommend starting your research with unbiased review sites like G2.  

Media database comparison grid

G2 Grid Scoring comparisons plots the field by Market Presence and User Satisfaction

Leaders are the companies with high Market Presence (y-axis)—how well-known and pervasive the company is in the industry—and high User Satisfaction (x-axis). Leaders are found in the upper-right hand portion of the table (to the left, to the right, above, below) and are who you should be paying attention to the most. 

So, who are these leaders? 

Cision vs Meltwater vs Agility PR Solutions

Cision and Meltwater are the most well-known brands, as their tip-top position along the Market Presence axis reflects.  

There is much discussion about which of the two brands users prefer… or don’t. A multitude of PR professionals have switched back and forth between them, sticking with one until dissatisfaction propels them to switch to the other.  

This Reddit discussion shows the typical frustration that communications professionals feel about the big names.

Reddit thread about media targeting providers

Cision vs Meltwater thread on Reddit

Switching providers isn’t always easy, especially if you have spent a lot of time and effort building useful lists and search criteria, or if your organization relies heavily on historical records contained in your account. Even so, no one wants to be stuck in a bad relationship with their media database provider. It’s always worth getting good tools that will keep you happy for years to come. 

Agility PR Solutions does not have the same brand recognition as Cision and Meltwater, so there is less public commentary regarding them. But they do receive the highest score for User Satisfaction and among their growing user base, they’re rated very well. 

G2 comparison table

G2 comparison table shows user ratings across several factors

It may differ from person to person, but the most popular ranking factors to consider are Ease of Use and Quality of Support. These are the factors that impact the day-to-day quality of life for a PR professional using one of these tools. 

Let’s take a look at why Agility leads across some of these fields.  

 

Ease of Doing Business With

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Cision

%

Meltwater

%

Agility PR Solutions

This is a big one… 

There are a number of reasons why Agility scores highest herepartially because Cision and Meltwater both have some strikes against them (users speak of pushy sales teams, and lack of willing and available support representatives), but mainly because Agility does some things that stand out. 

Agility makes it easy for you to check out their media database tool on your own terms. Prospective customers can watch product videos or request a custom demo to see how the platform works. It’s flexibility built for your needs. 

 

Ease of Use

%

Cision

%

Meltwater

%

Agility PR Solutions

Struggling with a complicated interface isn’t fun and difficult user experience eats up time that busy communications and public relations professionals can’t spare.   

An easy and intuitive interface is one of the core strengths of Agility’s media database platform. Agility customers love it. 

“Audience segmentation is unmatched and the user interface is super intuitive and easy. Allison Eckley 

 

Quality of Support

%

Cision

%

Meltwater

%

Agility PR Solutions

Agility gets the highest marks from its verified users on G2 for Quality of Support. Here’s why: 

Free training: Agility users have numerous resources available to them. You can request a personal walkthrough and book time on the support team’s calendar. You can watch a series of “quick start” videos to learn the basics fast. And if that isn’t enough, you can search the library of support articles to get the answers you need. 

Live chat: There is a live chat widget right in the platform, so if you ever need a hand, or just don’t want to go through the library of articles yourself, Agility’s support team is available in real time. 

Request contacts: As with any media database, occasionally you won’t find contacts in some niche areas. Not to worry! You can just let the support team know who or what you’re looking for and the research team will get back to you with updated results—usually within a few hours. 

“Agility’s customer service team is outstanding. When I need help, there’s always someone available to work with me and find a solution. They are knowledgeable, friendly, and reliable.” Alison Kosakowski Conant 

“Agility’s differentiator is its customer service team. Once paired with a member of the Agility team, they make themselves available to support all aspects of your PR projects quickly and efficiently. We’ve even had last-minute requests come through that their support team handled with ease. They’re super friendly, responsive and very educated on the platform.” Ashley Sams   

Is the product headed in the right direction?

 

%

Cision

%

Meltwater

%

Agility PR Solutions

As we mentioned before, it can be a pain to switch providers, especially if you rely on previously built lists, search criteria, and historical records. That’s why you want to work with a product that is strong to begin with, and on track to get better and better. 

To survive in this field, a company must be innovative and consistently improve their product. Agility leaves Meltwater and Cision in the dust, perhaps thanks to features like: 

  • Better contact research with an “influencer streams” interface 
  • Geo-location targeting enabling contact search to be reduced or expanded by region 
  • Ability to send emails directly through the platform and track engagement 
  • AI-powered news release assistant to drive opens  
  • Integrated newswire service 
  • Agility Boost for increased online exposure of your story (to supplement your targeted email distribution)  
  • Long-term visibility for your stories with Newsroom (makes it easier for your stories to be found and shared by your target audience, journalists, and search engines) 

The product would not be what it is without:   

  • A research team that is always maintaining and improving the quality of the data  
  • A responsive client success team that takes client feedback seriously 
  • A dedicated engineering team always streamlining and updating the product 

One satisfied Agility user called it an amazing piece of software which has helped me and my colleagues endlessly.” 

Meets Requirements 

%

Cision

%

Meltwater

%

Agility PR Solutions

This may seem like a strange category, but it’s worth taking seriously. Presumably all the leading tools in this space would meet requirements, but there is a range in how well they do so—and at what price.  

Once again, Agility edges out the competition. 

Here’s what some Agility clients have to say: 

“Customizable and straightforward, very friendly to use, and good customer service and support.” Satisfied Agility user  

Invaluable service to reach journalists and influencers.” Satisfied Agility User 

Over to you…

Despite all the data, graphs and user reviews alone can’t determine whether or not a product is right for you. You’ll need to try it out for yourself!  

No two people will have the same experience with a media database, so it’s important to evaluate your options using your own criteria. While G2 gives you a great starting point by identifying the industry leaders (Agility PR Solutions, Meltwater, Cision), it’s important to dive into some of the nitty-gritty. 

During your research, be sure to consider some of the things mentioned above, such as how easy the company is to do business with, how simple the tools are to use, how responsive and helpful the training and support is, as well as their ability to address specific requirements and remain innovative. 

If you’re looking for an extra resource on the types of questions you should be asking potential media database vendors, the Ultimate Buyer’s Guide to Media Lists provides more suggestions. Or if you’re ready for a free and personalized tour, we’d love to show you our media database.   

Get a personalized tour of Agility’s Media Database:

Agility PR Solutions Media Database – FAQs

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How many media contacts are in your database?

Great question! We have approximately 1 million journalists, influencers, and outlets in our databaseand we don’t double count contacts or include editorial opportunities to inflate our numbers.

Am I restricted to searching by beats when looking up contacts?
Definitely not! We offer a powerful keyword search option to ensure you’re finding media contacts that are talking about the specific words important to your brand. And you can filter down results by region or beat to find your best match. And you still have the option to look up contacts by beat, location, media type, and more.
What kind of support do you provide for users?

We offer chat, email, and phone support so users can easily get in touch whenever they have questions. We also ensure every client is set up for success with our solutions by offering free training sessions for any new or existing users.

Will my media lists be automatically updated?

Yes! Save your search criteria for dynamic media lists that update automatically with new contacts.

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How much does the media database cost?
We’re so glad you asked! View our pricing page to get details on our packages and pricing.
How often are the contacts in the media database updated?

Daily! Agility PR Solutions’ research team makes thousands of daily updates so you won’t waste time with outdated info.

How is Agility PR Solutions different from other media database providers?

Agility PR Solutions is top-rated among users for ease of use and customer support. We’re dedicated to making sure we’re with you every step of the way to guarantee your success with our tools. Hear more about why users love us on G2.

Is the database global?

Yes! The Agility PR Solutions’ database contains over 1 million contacts and outlets from around the globe.

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