By Riley Kaminer
There are now six PR professionals for every active journalist. Meanwhile, the news landscape continues to shift, with new sources for information popping up on a seemingly daily basis while legacy publications close their doors.
It is in this context that Miami-based Muck Rack continues to help companies get and manage their earned media.
Now, the company is taking their offering one step further by acquiring Keyhole, a Canadian social listening and analytics platform. This acquisition allows Muck Rack to integrate real-time social media insights with its existing media monitoring services, giving PR teams a more comprehensive toolset for managing their brand’s reputation across both traditional and social media channels.
“Social listening is such a key part of the communications workflow,” Muck Rack’s CEO and co-founder Gregory Galant told Refresh Miami. “As the consumption of news on social media continues to increase, PR professionals need to understand how social and news coverage work together in the broader media ecosystem.”
By adding Keyhole’s technology, Muck Rack is positioning itself to provide PR professionals with the ability to monitor brand mentions, hashtags, and influencers across major social platforms like Instagram, TikTok, YouTube, X, and Facebook — all while continuing to track news coverage from over 600,000 global sources.
According to Galant, this acquisition wasn’t a sudden decision. Rather, Muck Rack and Keyhole had already partnered up about a year ago, with Muck Rack reselling Keyhole’s social media monitoring tools to its own customers. The partnership proved to be highly successful, and customers were quick to embrace the added value that Keyhole’s platform provided.
“We saw really strong numbers in terms of reselling their tools,” Galant said. The good results laid the groundwork for deeper discussions, and after building a strong relationship with Keyhole’s founders, Muck Rack decided to make the acquisition official.
“They weren’t even looking to do a deal. They were profitable and didn’t have to sell,” Galant noted. But after many conversations, the two companies realized how well their missions aligned, and the acquisition began to make sense for both sides. “They really liked what we were doing, and we found a deal that worked.”
With this acquisition, Muck Rack will continue to support Keyhole as a standalone product, but will also integrate Keyhole’s social listening features into the Muck Rack platform.
Galant is particularly excited about how this new layer of data will fuel Muck Rack’s ongoing development of AI-powered tools. The company has already launched several AI features, including a press release writer, and spike notifications that alert customers when they’re receiving unusual levels of media attention. “We’ve got a big roadmap of additional AI functionality that we’re going to roll out,” Galant said.
Muck Rack now has around 300 employees.
Beyond the acquisition, Galant also shared his thoughts on the tech scene in Miami, a city he’s called home since January 2021.
“There was a bit of a roller coaster at first with the attention around the tech boom and the crypto run-up,” he said. But now, things have settled into a more sustainable rhythm. “It feels like we’re in a good place, with serious entrepreneurs and some really good companies getting started here.”
As for the future of journalism and PR, Galant sees both industries evolving rapidly.
“Journalism has been in a lot of flux, but we’re seeing new ways of doing things – whether it’s people launching Substack newsletters or starting their own podcasts,” he said. This shift toward entrepreneurial journalism means PR professionals have to be more nimble than ever, and Muck Rack’s expanding toolset is designed to help them adapt to this fast-changing media landscape.
As Galant looks to the future, he’s most excited about how the company’s AI developments, combined with new data from Keyhole, will empower Muck Rack’s customers. “The AI functionality, along with this new data, will make our customers a lot more effective and efficient at everything they’re doing.”
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