University of Kwazulu-Natal

61 Of Pr Pros Are Tracking Or Planning To Track Ai Mentions And 93

Bonisiwe Shabane
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61 of pr pros are tracking or planning to track ai mentions and 93

November 06, 2025 09:00 ET | Source: Muck Rack Muck Rack Miami, Nov. 06, 2025 (GLOBE NEWSWIRE) -- Muck Rack, the leading public relations software powered by intuitive technology, has released its 2025 State of PR Measurement Report, revealing how AI and large language models (LLMs) are... AI-powered analytics are quickly becoming a central part of a communications strategy. Seventy-eight percent of PR pros say tracking AI-generated mentions is important to their work, and 61% reported they are currently doing or planning to do so. As generative engine optimization (GEO) gains traction, LLM visibility is emerging as a new success metric.

Two-thirds of PR professionals (67%) believe visibility within LLMs will soon become a core part of standard PR measurement, helping teams track influence across both human and AI-generated content. Key findings from the State of PR Measurement report New data has revealed that 67% of PR professionals believe visibility within LLMs will soon become a core part of standard PR measurement. The findings, from Muck Rack’s State of PR Measurement 2025 report, explored whether the industry felt AI could solve its measurement conundrum. The majority (93%) of PR professionals said that AI will influence how they measure results, while 61% are already tracking or planning to track AI-generated mentions. Interestingly, 61% of PR pros admitted to not following “formal measurement frameworks” such as Barcelona Principles or AMEC’s Integrated Evaluation Framework, with most (85%) relying on media monitoring platforms and 66% using analytics tools...

The report added that a “growing” 15% are experimenting with AI-powered analytics, as the average PR team places importance on stories placed (86%) and reach/impressions (79%) metrics. Search is evolving faster than ever—and that’s opening up a big new opportunity for PR teams. Thanks to AI-powered search engines like Google’s AI Overviews, ChatGPT, and Perplexity, more people are getting direct answers without ever clicking a link. These AI systems aren’t just listing websites—they’re making recommendations. And when your brand is mentioned in those answers, it’s a powerful signal to the user: this is someone to trust. This shift doesn’t mean PR has to become something completely different.

In fact, AI search rewards exactly what PR already does well—building credibility, earning trust, and shaping the brand’s story in places that matter. What’s changed is that now, those efforts can directly influence how (and whether) your brand shows up in the new discovery layer of search. Here’s how PR teams can take advantage of this moment—by focusing on the sources AI trusts, understanding how citations work, and using new data to guide their strategy. When AI Overviews show up in Google search results, they take up serious screen space. BrightEdge research shows that when an AI Overview appears, the click-through rate on the top organic listing drops from 25.8% to just 7.4%. According to a study, 61% of PR professionals believe AI will significantly impact their work within the next five years.

This statistic reflects a shift that’s already in motion. For years, public relations has revolved around genuine, timely storytelling, creating narratives that strike an emotional chord with audiences. PR experts have long relied on instinct, thorough research, and trusted media connections to craft messages that resonate with their target audiences. Today, AI is ushering in a new era. It’s transforming how teams brainstorm ideas, shape stories, and connect with journalists. With the help of advanced tools, workflows are becoming faster, outreach is more precise, and campaign execution is far more scalable than ever before.

In this blog, we’ll explore how artificial intelligence is reshaping PR. With tools like ChatGPT, DeepSeek, and Gemini leading the way, AI is making it easier to monitor media, analyze sentiment, draft compelling press releases, and much more. AI is becoming a helpful partner for PR professionals. It doesn’t replace creativity, it supports it. AI tools like ChatGPT, DeepSeek, and Gemini can create quick first drafts, outlines, or even subject lines. PR pros can then fine-tune these drafts to match their voice and goals.

This saves time and helps kickstart the creative process. Miami, Nov. 06, 2025 (GLOBE NEWSWIRE) -- Muck Rack, the leading public relations software powered by intuitive technology, has released its 2025 State of PR Measurement Report, revealing how AI and large language models (LLMs) are... AI-powered analytics are quickly becoming a central part of a communications strategy. Seventy-eight percent of PR pros say tracking AI-generated mentions is important to their work, and 61% reported they are currently doing or planning to do so. As generative engine optimization (GEO) gains traction, LLM visibility is emerging as a new success metric.

Two-thirds of PR professionals (67%) believe visibility within LLMs will soon become a core part of standard PR measurement, helping teams track influence across both human and AI-generated content. Key findings from the State of PR Measurement report “PR measurement has long been elusive–difficult to quantify and often stuck with outdated benchmarks. But that’s changing fast,” said Greg Galant, cofounder and CEO of Muck Rack. “AI is transforming how visibility works and opening new paths for communicators to tie earned media directly to business results. The moment to lean in and experiment is now.”

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November 06, 2025 09:00 ET | Source: Muck Rack Muck Rack Miami, Nov. 06, 2025 (GLOBE NEWSWIRE) -- Muck Rack, the leading public relations software powered by intuitive technology, has released its 2025 State of PR Measurement Report, revealing how AI and large language models (LLMs) are... AI-powered analytics are quickly becoming a central part of a communications strategy. Seventy-eight percent ...

Two-thirds Of PR Professionals (67%) Believe Visibility Within LLMs Will

Two-thirds of PR professionals (67%) believe visibility within LLMs will soon become a core part of standard PR measurement, helping teams track influence across both human and AI-generated content. Key findings from the State of PR Measurement report New data has revealed that 67% of PR professionals believe visibility within LLMs will soon become a core part of standard PR measurement. The findi...

The Report Added That A “growing” 15% Are Experimenting With

The report added that a “growing” 15% are experimenting with AI-powered analytics, as the average PR team places importance on stories placed (86%) and reach/impressions (79%) metrics. Search is evolving faster than ever—and that’s opening up a big new opportunity for PR teams. Thanks to AI-powered search engines like Google’s AI Overviews, ChatGPT, and Perplexity, more people are getting direct a...

In Fact, AI Search Rewards Exactly What PR Already Does

In fact, AI search rewards exactly what PR already does well—building credibility, earning trust, and shaping the brand’s story in places that matter. What’s changed is that now, those efforts can directly influence how (and whether) your brand shows up in the new discovery layer of search. Here’s how PR teams can take advantage of this moment—by focusing on the sources AI trusts, understanding ho...

This Statistic Reflects A Shift That’s Already In Motion. For

This statistic reflects a shift that’s already in motion. For years, public relations has revolved around genuine, timely storytelling, creating narratives that strike an emotional chord with audiences. PR experts have long relied on instinct, thorough research, and trusted media connections to craft messages that resonate with their target audiences. Today, AI is ushering in a new era. It’s trans...