When we launched Who Covers It, we had a clear goal: build something for the way PR actually works today. Not just something that looks good in a demo or checks boxes in a procurement doc, but something that solves real problems PR professionals like us face every day.
Since then, we’ve talked to dozens of agency leads, freelancers, and in-house teams. And two things kept coming up: media lists are broken and coverage reports are becoming full of information without insight. So we did what any good product team should do: we built better ones.
Now live in Who Covers It: streamlined media lists and smart, client-ready coverage reports. Both are included in our free beta, and both are designed to replace hours of grunt work with something faster, cleaner, and more useful.
A Better Way to Build Media Lists
You can now create targeted media lists directly from your Collections. Need to add someone manually? No problem. Want to pitch from inside the platform? Just connect your email.
We’ve built this to be flexible, but also smart. You shouldn’t need a PhD in database logic to find the right journalist. With Who Covers It, you don’t.
Smarter Coverage Reports, Built for the Metrics That Matter
Our new coverage reports let you combine AI-surfaced articles with manually added hits, so you get exactly the results you want. Each story includes UVM, social share data and a Tier 1/2/3 outlet ranking created by journalists, not algorithms.
We also built the Who Covers It Score: a proprietary system that evaluates the quality of coverage, not just quantity. Because if you’ve ever tried to explain to a client why one placement is more valuable than another, you know that not all coverage is created equal.
And if you’ve used other tools, here’s a quick comparison: Who Covers It PRO offers 100 reports per month. Muck Rack? 20. The pricing difference speaks for itself.
Work the Way You Actually Work
From day one, we designed Who Covers It around real PR workflows. That means you start by creating Collections that match your beat, then search journalists using natural language or Boolean logic. From there, you can build media lists, pitch more effectively with AI research support, and track wins that actually tell a story.
And yes, it’s still free while we’re in beta.
We’re building this product in public, with the people who use it. If you’ve got feedback or feature requests, or just want a walkthrough, we’d love to hear from you.
Thanks for being part of this — and stay tuned!