haro vs muck-rack
HARO vs Muck Rack — features, pricing, and which to choose for your SEO workflow in 2026.
Quick Verdict
HARO (now Connectively) and Muck Rack represent two fundamentally different approaches to digital PR and link building. HARO operates as a reactive matching service where journalists post queries and sources respond, while Muck Rack functions as a comprehensive PR management platform with proactive outreach capabilities.
The choice between these tools typically comes down to whether you prefer responding to journalist requests (HARO) or conducting targeted outreach to specific journalists and publications (Muck Rack). Most serious PR professionals end up using both, but understanding each tool's strengths helps determine which should be your primary platform.
Feature Comparison
HARO's core feature is its email digest system that delivers journalist queries three times daily across different categories. Sources submit responses through a simple form, and journalists select the most relevant pitches. Since becoming Connectively, the platform has added AI-powered matching to help surface more relevant opportunities, though the basic query-response model remains unchanged. Muck Rack offers a comprehensive journalist database with over 1 million verified media contacts, advanced search filters, and relationship tracking. The platform includes media monitoring, press release distribution, campaign analytics, and team collaboration features. You can research journalists' recent coverage, track response rates, and manage ongoing relationships through a CRM-style interface. The fundamental difference is approach: HARO is passive (wait for relevant queries) while Muck Rack is active (identify and pitch specific journalists). Muck Rack also provides significantly more context about journalists and publications, including beat coverage, contact preferences, and response rates.
Pricing Comparison
HARO remains free for basic access to journalist queries, making it accessible to any business looking to build earned media links. The free tier includes all query categories and unlimited pitch submissions, though Connectively has introduced paid tiers with priority placement and additional matching features. Muck Rack operates on custom enterprise pricing that typically starts around $2,000-$4,000 per month for small teams, with costs scaling based on database access, user seats, and feature requirements. The platform targets established PR teams and agencies rather than individual practitioners or small businesses. For budget-conscious users or those testing digital PR strategies, HARO's free model is unbeatable. However, Muck Rack's pricing reflects its comprehensive feature set and the value of its journalist database for serious PR operations.
Best For
HARO works best for businesses with compelling stories, expertise to share, or unique data insights. It's ideal for startups, thought leaders, and companies that can respond quickly to journalist requests. Success requires consistency, quality responses, and patience since conversion rates are typically low but high-value when successful. Muck Rack is better for established businesses with dedicated PR resources, agencies managing multiple clients, and organizations needing systematic media outreach. It excels when you need to build ongoing journalist relationships, track campaign performance, or manage complex PR workflows across teams.
The Verdict
Choose HARO if you're starting with digital PR, have limited budget, or want to test the waters with earned media. It's perfect for businesses that can commit to daily query monitoring and have expertise worth sharing. Choose Muck Rack if you need professional PR capabilities, have budget for comprehensive tools, and want to build systematic media relationships. Most successful PR strategies eventually incorporate both platforms, but HARO offers the better entry point for most businesses.