In the latest of our PRmoment Tool Reviews Smoking Gun's Victoria Gill rates Gorkana's media database.

Tool name and maker

Gorkana by Cision

What this tool does

Primarily, we use Gorkana as a media database, which allows us to search for relevant journalists and build targeted media lists that can be stored on the platform. The data provided is constantly updated, and means we can search for journalists who cover certain areas in both print and online publications, ensuring our stories are reached by those who are relevant first and foremost.

Not only is it possible to search for journalists, but the platform also provides a wealth of titles, however niche these may be. For example, independent pet breed titles or specific motoring magazines. This allows us to tap into varying audiences and expand on who we target.

It is also possible to search for keywords on the ‘media database’ area, and uncover what journalists are talking about on Twitter.

The tool also allows users to send out press releases to a mass audience. This is helpful if you want to target regional publications, or have a great product you need to shout about.

Price as reviewed

Annually £5K.

The test

Create a media list of national online lifestyle journalists

What we asked this tool to do

We used the tool’s search functionality to scrape the data to find the most relevant journalists. This was segmented by sector, media type and frequency and we were able to narrow our search right down, so we could find targeted journalists. For example, we were only looking for online lifestyle journalists at national publications. The list is then transferred to a saved folder, which is easily accessible and can be constantly updated, so it’s relevant and accurate.

How it performed

Wonderfully. It was quick, fast and easy to manage. The data is visual and displayed in an easy-to-digest way. Not only does it provide wider information about the journalist and the publication they write for, it also highlights freelance journalists too, which is helpful and another area to explore.

Likes

The whole team use Gorkana on a daily basis for a number of reasons. Firstly, it’s a quick way of building targeted media lists. The database is an up-to-date, trusted platform used by both journalists and communication professionals, and allows us to build on the journalist/PR relationship.

Secondly, it allows more than one user to log in at the same time, which is vital in a busy, press office. Multiple team members can build media lists, send out press releases, and also monitor journalist requests and industry events.

Dislikes

It would be great if the platform sent alerts direct to email addresses to notify users when a media list has been updated, and it would also be great if media alerts were sent straight to inboxes throughout the day.

Star rating (out of 5)

Written by Victoria Gill, senior account executive at Smoking Gun PR