View all case studies HEC Paris
HEC Paris, one of Europe’s leading business schools, uses Muck Rack to find stories where they’re mentioned in and identify new journalists sharing that coverage on Twitter.
Learn how HEC Paris uses Muck Rack to:
- Curate topic-specific media lists with Muck Rack’s journalist search engine
- Discover which journalists follow and interact with HEC Paris on Twitter
- Monitor competitor media coverage through Muck Rack Alerts
HEC Paris
Specializing in management education and research, HEC Paris offers a complete and unique range of educational programs for the leaders of tomorrow: Masters programs, Summer School, MBA, PhD, Executive MBA, TRIUM Global Executive MBA, open-enrollment and custom executive education programs. Founded in 1881 by the Paris Chamber of Commerce and Industry, HEC Paris is a founding member of the Université Paris-Saclay. It boasts a faculty of 108 research professors, more than 4,500 students and over 8,000 managers and executives in training each year. HEC Paris was ranked second business school in Europe by the Financial Times’ overall business school ranking in December 2017.
Julie Dobiecki
International Press Officer
In Their Own Words: HEC Paris' Favorite Muck Rack Features
Search
Because I pitch very different topics on any given day, I needed to find PR software that would help me find the right journalist quickly. The software we used before we came on board with Muck Rack was not practical for international press relations -- it could take hours to find the right journalist to pitch. Our former software was an OK tool for sending mass press releases, but didn’t help me to do quality PR.
That’s why I really appreciate Muck Rack’s Search feature. With Muck Rack, results can be sorted in many different ways. What’s important to me is that the most relevant and influential journalists appear first, so I don’t lose time pitching journalists at very small publications.
For example, each year, one of our HEC Paris professors releases a private equity ranking. I don’t personally know much about private equity, so it’s important for me to be able to find the top private equity journalists to pitch quickly. Last year, I pitched a journalist from the NY Post, and they requested an interview with the professor. The professor was able to meet with the journalist when he traveled to New York. This was a great way to build a relationship with a prominent journalist.
Similarly, Muck Rack has been fantastic in helping me pitch journalists one by one. I love that through the search feature, I’m able to see not only the profile of a journalist, but also their previous articles and how active they are on Twitter. It helps me personalize my pitches.
I use Muck Rack for very targeted, personal and efficient pitching of journalists based in the US and UK.
—Julie Dobiecki, International Press Officer
Alerts
Even though I use a few different tools to monitor media coverage, I find that some coverage is missing, and Muck Rack Alerts always helps me to find stories we’re mentioned in. I also enjoy being able to see how many journalists share the stories we’re included in. For example, because we’re focused on major publications, I don’t always pay as much attention to stories we’re included in that appear in smaller publications. However, with Muck Rack, I’m able to see if that story was shared or retweeted by other journalists, letting me know if the article made an impact.
Five Fast Questions
1. How has PR changed in the past several years? How has Muck Rack helped you keep up?
A lot more is happening on Twitter now, so it’s important to be out there and to engage with journalists there when you work in PR.
Now, it’s become necessary to not only read a journalist’s articles, but to also see how active they are on Twitter to learn more about their personality and interests. Twitter can really help you to approach a journalist well.
2. What has your experience been like working with Muck Rack’s customer success team?
Muck Rack’s team is extremely responsive.
Whenever I need help with pitching or would like to add a journalist to the database, they always reply very quickly and are extremely helpful. Whenever there’s a new tool they directly reach out to me.
3. What would your job be like if you didn’t have Muck Rack?
If I didn't have Muck Rack, I would lose a lot of time looking for journalists and would feel more tempted to send mass press releases rather than pitching one-on-one.
I really believe that sending mass press releases is not efficient -- when you send a pitch to one journalist, you can see what they've written previously and make the pitch personal and relate it to what they've covered.
4. How would you describe your experience with Muck Rack in three words?
Efficient, pleasant and impactful
5. What would you tell other companies considering using Muck Rack?
I would tell other professionals working internationally that Muck Rack is a great way to pitch internationally when you may not know all of the publications in that country. It's also great if you want to pitch one-on-one and don't want to send mass press releases.
