Muck Rack, the AI communications platform, today announced the beta launch of Media List Agent, the company’s first AI agent designed to help PR and communications teams improve pitch performance while maintaining human judgment and control over journalist relationships. Media List Agent connects media list building, pitching, and measurement into a single workflow, helping teams move beyond one-off AI features and toward practical and connected agent-driven workflows.

How Media List Agent Works 

Media List Agent can be used when creating a new Pitch, creating a new Media List, or editing an existing Media List in Muck Rack. 

When creating a Pitch, users can add journalists themselves or let the Media List Agent suggest who to add or remove. Suggestions are based on pitch content, journalists' recent coverage, interests, and engagement patterns. 

When creating a Media List, users can either build one themselves or create a new one using the Media List Agent. Users can describe the journalists they want to reach using a custom or sample prompt. The Agent then surfaces up to 50 recommended journalists, with a clear explanation for each match, including relevant articles and location.

Media List Agent is currently in beta and supports English-language pitch content. It offers recommendations only and never sends outreach or makes final decisions without the user's approval. Because Media List Agent is powered by Muck Rack’s editorially verified journalist data, teams can trust it to build accurate, relevant media lists that reflect who is actually covering the topics that matter to their brand. 

From AI Features to Agent Workflows

Over the past year, many PR platforms have introduced standalone AI features. While these tools can save time, they often operate independently of core workflows, limiting their ability to deliver meaningful results. 

According to Muck Rack’s 2026 State of AI in PR report, only 12% of PR professionals say they are using AI agents today. This gap is likely driven by unfamiliarity with how they fit into the PR workflow, as well as concerns about trust and transparency.

Media List Agent is designed to address these challenges by working directly inside the pitching process. PR teams can generate new media lists with AI, refine recommendations through natural language guidance, and review explanations before taking action.

In beta, customers using Media List Agent saw an average 10% increase in pitch open and click rates compared to pitches that did not. These results reflect fewer irrelevant pitches and stronger alignment between stories and journalists’ interests, reinforcing Muck Rack’s commitment to targeted outreach.

Connect Pitches to Earned Media Results and AI Visibility 

Alongside Media List Agent, Muck Rack is also introducing new Dashboard Widgets to show how your outreach aligns with coverage. 

Pitch Placement markers now appear directly on reporting Widgets, showing when a pitch leads to coverage, and later, visibility in AI-generated answers. This industry-first capability allows teams to see when pitches lead to coverage and clearly demonstrate results in Dashboards and Presentations, without relying on manual reporting or spreadsheets.

Together, Media List Agent and Pitch Placement Impact Widgets create a single connected workflow across pitching and measurement. PR teams can build smarter media lists, pitch more relevant journalists, and measure the impact of their work in one system, without relying on spreadsheets or manual reporting.