The end of Boolean: Introducing Curation Engine and a new era of PR measurement

For years, PR professionals have been forced to write Boolean search strings in hopes of capturing relevant coverage.

And now, it’s finally time to move past it.

Today, Muck Rack is introducing Curation Engine, a new AI capability that delivers analysis-ready Media Intelligence. More than just a product launch, this is a shift in how communications teams monitor, understand and act on media coverage.

Boolean was never the destination

Boolean search has been the backbone of media monitoring for decades. But PR pros know all too well that it’s complex, time-consuming and far from precise.

PR teams routinely:

• Build and maintain complicated keyword strings
• Sort through irrelevant or duplicate coverage
• Review sentiment article by article
• Spend hours assembling reports before insights can even be shared

According to Muck Rack’s 2025 State of PR Measurement report, PR professionals spend more than four hours per week on reporting tasks alone.

As Muck Rack cofounder and CEO Gregory Galant puts it:

“PR teams were never supposed to be experts in Boolean. It was a workaround for a different era, and the industry has outgrown it.”

From search to curation

Curation Engine replaces Boolean workflows with something far more intuitive: telling the system what matters in plain language.

Instead of building complex queries, PR teams can define:

• What counts as relevant coverage
• How their brand should be understood
• Which competitors, spokespeople and themes to track
• What “positive,” “negative” or nuanced sentiment looks like

Behind the scenes, Curation Engine translates these inputs into a structured AI model that continuously evaluates incoming coverage.

The system is trained and refined by Muck Rack’s Media Intelligence team, bringing human expertise directly into the AI. That combination improves both relevance and accuracy, ensuring results align with how PR professionals actually evaluate coverage.

The result? Coverage that is curated, organized and ready for analysis.

Turning coverage into intelligence

Curation Engine doesn’t just find articles. It transforms them into structured data that PR teams can immediately use.

It automatically:

• Determines whether coverage is relevant (approved or rejected)
• Applies tagging across competitors, campaigns, themes and spokespeople
• Analyzes sentiment at the entity level, including a new “Balanced” category for nuance
• Classifies prominence as “Primary”, “Significant” or “Passing” to show how central your brand is to the story

This means no more manual filtering. No more piecing together insights after the fact. Teams get analysis-ready media intelligence from the start.

Less reporting, more impact

Curation Engine is designed to do something simple but powerful: give PR teams their time back.

By reducing manual work and improving data quality, teams can:

• Spend less time building reports
• Trust their measurement more
• Focus on strategy, storytelling and impact

Curation Engine is built directly into Coverage Reports, so it starts delivering value immediately. It continuously enriches incoming coverage with minimal manual effort.

Curation Engine is rolling out to Muck Rack Brand Premier and Media Intelligence customers for online and print content, with additional content types coming soon.

Learn more about Curation Engine and request a demo here.