Insights From Muck Rack S 2025 State Of Public Relations Report

Muck Rack’s 2025 State of PR report offers a timely look at how the public relations industry is evolving. Based on a survey of more than 1,000 PR professionals, the findings highlight shifting priorities, ongoing challenges, and opportunities to strengthen communications strategies. Fort Lauderdale- and Aspen-based public relations and marketing agency Durée & Company monitors industry reports like this to ensure its strategies remain aligned with the needs of both clients and the media. Several insights from the report stand out for their relevance to today’s PR landscape. AI and automation emerged as the top priority for the future, with 59 percent of PR professionals expecting their importance to grow over the next five years, outpacing media relations and strategic planning. Already, 77 percent of respondents report using generative AI tools such as ChatGPT and DALL·E in their workflows, underscoring the technology’s rapid adoption.

Securing earned media continues to be a challenge. 72 percent of respondents cited low journalist response rates, while 62 percent pointed to shrinking media lists in relevant beats. Increased competition for coverage and shorter news cycles further emphasize the need for timely, well-targeted storytelling. The report also revealed a significant gap in how valued PR professionals feel within their organizations. Half of agency pros said they feel “very valued” by leadership, compared to just 16 percent of brand-side professionals, a 34-point difference. Notably, 67 percent of all respondents said producing measurable results is the most effective way to boost PR’s perceived value.

As public relations professionals navigate an increasingly complex media landscape while preparing for upcoming budget cycles, Muck Rack’s 2025 State of PR report provides critical insights into the industry’s current trajectory and emerging challenges. The comprehensive study examines how PR teams are adapting to rapid technological change, particularly in AI adoption, while grappling with evolving earned media strategies and shifting social media dynamics that are reshaping how communications... AI usage is a trend that is increasing in the PR space. Muck Rack revealed that 59% of PR pros believe that AI would become more important in five years, highlighting it as a future priority. With AI tools such as ChatGPT and DALL-E already being incorporated into over three-quarters of PR pros’ workflows, AI has showcased itself to be a tool that can be used as an assistant that... However, the most successful AI implementation in PR requires strategic human oversight and sophisticated prompt engineering.

While AI excels at generating ideas, drafting initial content and automating routine tasks, the nuanced understanding of brand voice, audience psychology and strategic messaging still demands a human touch. The professionals leading the pack aren’t just using AI – they’re directing it through precise prompts and maintaining quality control that ensures AI-generated content aligns with brand standards and communications objectives. This hybrid approach maximizes AI’s efficiency gains while preserving the authenticity and strategic thinking that define exceptional PR work. Securing earned coverage has become significantly more difficult for PR professionals, with an overwhelming 98% reporting that earned media is harder to obtain than before. One of the primary culprits is plummeting journalist response rates, cited by 72% of PR pros as a major obstacle, while 62% point to shrinking media lists in their relevant beats as coverage opportunities... The traditional pathways to coverage are becoming increasingly narrow and competitive.

The combination of reduced newsroom staff, overwhelmed journalists and fewer specialized beat reporters creates a perfect storm that requires PR professionals to fundamentally rethink their earned media strategies. The near-universal acknowledgment of these challenges underscores the critical need for more personalized and strategic approaches to media outreach in today’s constrained landscape. Muck Rack’s The State of PR 2025 survey paints a picture of a profession in rapid transformation, where technology is reshaping workflows, media relations is under pressure, and deep cultural divides persist within organizations. Based on insights gleaned from 1,089 PR professionals, followed are some of the trends reshaping the industry in 2025: AI adoption in PR has been swift, with 77% of practitioners using tools like ChatGPT to assist with tasks like pitching, content creation, analytics, and reporting. Nearly six in ten rank AI and automation as their top strategic priority for the next five years.

Seventy-two percent of PR pros report declining journalist response rates, and 62% say their media lists are shrinking. Only 2% believe the work hasn’t become more challenging. The reasons are familiar: heightened competition for coverage, faster news cycles, smaller newsrooms, and broader economic and political pressures. In this environment, strong relationships, relevant pitches, and compelling, data-driven narratives offer the best chance of breaking through. Nearly half of practitioners surveyed said they pitched “more than 20” journalists for a single campaign (and 25% pitch over 50). Yet more than a third admit they have only a few prior relationships with the reporters they contact.

While most claim to personalize their outreach, three-quarters say personalization amounts to only tweaking a few sentences, and 13% change nothing but the greeting. This approach rarely delivers as journalists have made their desires for exclusivity and thoughtful curation clear. Public relations in 2025 brings together the timeless elements we’ve always valued, such as relationship building, storytelling and strategic thinking, while embracing modern tools and approaches that enhance our work and demonstrate our value. Muck Rack’s 2025 State of Public Relations report reflects this balance, highlighting what PR professionals think about their roles, how their work is perceived, the tactics they use and what’s changing in our industry. When asked what will grow in importance over the next five years, it’s no surprise that AI and automation topped the list, with nearly 60% of PR professionals identifying it as key. More than three-quarters are already incorporating AI tools like ChatGPT into their workflows.

However, while AI can improve efficiency, it doesn’t replace the need for thoughtful strategy and personalized outreach in public relations. Media relations remains a top job function in public relations, cited by 84% of pros. Nearly half pitch to more than 20 journalists at once per campaign, often to reporters they haven’t worked with before. Despite this, earned media continues to present challenges for PR professionals, including low journalist response rates and shrinking media lists, making personalization more important than ever. Thankfully, 70% of professionals usually or always tailor their pitches, helping to build relationships and achieve results. The lesson here is that doing your homework by knowing what a journalist covers and what topics interest them is critical to success.

Knowing how to pitch the media you want to reach is important. Regarding pitching, online or digital outlets now make up most outreach, with almost 70% preferring 1:1 emails and most keeping their pitches under 300 words. As for timing, professionals are typically pitching before noon, favor Tuesdays and follow up within three to six days. &1ME'V/-gl':l+/%6-n.L2O.Xk,H;[7uhJi ,BJI0krBY:WnI9_BB^g2)Ris>=,<(A?"riNn>7+NCHWF81$K92Y!iQMk/KR^.G .3W4maEtet3T>L^M4.=7r5.rEO6+K1+$qs=oeMac^+8j_(4d+(;P.@GT9&L7^Bhf! ['\D]f?)G/!7Ls@-N~> endstream endobj 88 0 obj <>stream 8;Z,'4*#s-&9SfH`M6M=/^+Kt$pr6A7eZEK=l/Pfk?Q9CQ>eeJt n"D4ShQdRJr1`Vc>nWp#8t>J$!p^H2[:sm72!i*) kb"gZ2Ig1l`2d7QN4ki$b]]A3X[d6YhHFn/))Y;?]X=aF3O1ki!0Z#KH~> endstream endobj 89 0 obj <>stream 8;Y!G6*c+c%#252`ieM+HAq$ENEu2mh0GBXa6UBkJ3X9+,rUs-IJ*hM^cXBO(I,TH:9ljQ:`7_5j:[CujWi)9?'gh$+1$Yp?5ctou?"u-@ D"dMK!E+N,!$lrV%oFD`1s$?8.IX$kT4AgJgu+r,P:3-W:\'CuhTN+hoU_rEh31ji 7j"7VZ_O\IW_P4sj0Bo/c0V&O%R7,&:TE.aD8O_XP"52HQ0Tk^qqaV6l.hU5e(%+*%]uer4QHg^hM"t]#CXOu 24E2Q>(Vsd-aU02'dE>Jj?qdBYeJZ*=u%8XFch_uD^iBf2bhTWSdi.6,s4(`[Y[mRE$pih$dc)B%o6?o+Uq1W"MaLA)N'_k]DI5D]fERa^0 UJq9#l-EYWH?q6pSP^Vp@H:04h;14n+8pLW,1gn&]V9B5&rl+^0<6NU&jG4/VC6h' 8i&5jg*#Z*BhHKKjt/c[VI[\;ds-Y/UaocO8R^gG[Cc$"8Z]AkKeOS0V lD&*#B%3WSK;SYL!,UGO+T~> endstream endobj 90 0 obj <>stream 8;Yht_/b/N&C%>+N1T5ZJ!(d,IN0_JqB,E_P64a4Voq\IKO$EjL-B3:`\l<&a5^$, $H#"oP_C4N[5#fk#)5N_.Uc"^@,CQ^.fmOO$O2&%kLi!af@u5ZCbI@V+\SXTMiNGu A-urc7P$[9D-Ir\ppe1BS0PL-G^2"84.b@*eUZn:aPTCQ$N7Y.@F_ PZAQA<#B3fY!6A'Pn'0 8D8eLkIRmlW@[JR&bWJW`_+JR#^/$Drq5eAQm6\UVe<.\%P`aH?3HjaacF5E3Br,/... F(3IU@ll4>K&%J@V-gHP3biG[M]jW`k[-jUp,)gYKKCs~> endstream endobj 94 0 obj <>stream 8;Y!G_3)VX$q7?6PFP/E>K5gD`AscQgg#g'Tq)Gl"p26-J UGqU.@eA21e`dVC">Q(>G(3;5L%QD?#9?h+l!t.eWr+BLFM=JQ:TCGM44(5jO:(<" ei.t;"Q:?[kgtko,!+%3mFbT ,spJ9m'B*j;.5LMUD30&'d]li2VRD'\KMdP)7.h>r`tK"/VPK$]/f`4P(]-JQb9)8 mh2bh[P-qq0bV4X?03P`bEQUL)SJEn8(*WZDjcsQ8=G]eAtGSqj@HlBQ&Yu=,si?K hqQ'l,?&lf`LN^*@a3;t=ECjK@7FOO(d*3O!+M%aD?~> endstream endobj 95 0 obj <>stream 8;Yht4-G4M$r$tNM:*qhdd8ct@;&?"X-"kJTgI@6gXsM1)+"`TO3q?O5*Fbb=Weao I0MbK#413Rj5HIE.^?)9TIT%W4I3q_0,4a[ECP)b +B3-hDM[g\=P7RCYFAkO[5%8R<,n3h7Y`IG>Xe=4C>SNLkLLY2UDj@4C*KXN6R0r b[B(,LNPX=;/i+JFi5-CR'D?+=rt`*&:gr/S"YLq/5jQV49dngfo1"_1S<&lR[Xo' NbjFeB%7J1L&rB8L?`$/_:MP9Ob;jg&]Js?MQIp-;nZHWnS2@me^4Li8$;ju*F8V' '_qT?]%>IEbt&]BP,QmT\3,4FQ%]UM]ig':U%2 (^Xj3foJhIOFKJ=FG-0ZS.T?.5?`U^R)uJ*l2PG?rb"'RS76q:/l `-'"6p+CdLSb>: endstream endobj 96 0 obj <>stream 8;Yht0p[DF&DaJL/r:%ifQdkUJsRf`S,t/M'.Y\E[COT.K]$;pGq1&DqKW0(dE'P(...

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These shifts explain what today’s sophisticated marketers must understand to succeed in this evolving landscape; one where the consumer’s passionate pursuit of luxury is highly supported by genuine press relationships. Just days before the survey’s release, a journalist posted on LinkedIn a scathing email he received after interviewing Lyft’s CEO. “Learn a thing or two about a thing 2,” the sender wrote, demanding “a deep dive on my LinkedIn profile” while dismissing the journalist’s reporting as “drivel.” He also CC’d the editor-in-chief, accusing the... The sender thought positioning himself as more knowledgeable while attacking the journalist’s competence, invoking big names (Gates and Bezos got name-dropped), and delivering sweeping indictments about entire industries would earn him kudos – literally,... Every journalist has a story of some crackpot who didn’t like their article. I was digitally hounded by one who took personal issues with Hermès and demanded I take down my coverage of the brand, or at the very least, include his outlandish, unsubstantiated claims.

When I didn’t, he bought Meta ads to continue harassing me, even reaching out to my clients to discredit me. Nothing came of his actions, of course, except increased traffic to my article. It turns out Hermès had banned him from their stores. He then launched an ecommerce store selling sandals made with Hermès scarves, in what a legal expert might call copyright infringement. Another year, another Muck Rack "State of Journalism" report. And, as usual, it’s packed with insights that PR professionals should be paying close attention to.

This isn't just numbers on a page—it's a window into how journalists think and how we can better support their work and strengthen our relationships. The 2025 report, which surveyed nearly 1,900 journalists, offers a snapshot of an industry that’s constantly evolving and adapting, and we need to keep up. Let's break down what's new, what's changing and what it all means for our PR strategies. The Elephant in the Newsroom: Disinformation It should come as no surprise that disinformation is the top concern for journalists, with 36% citing it as the most serious threat to the future of journalism. This isn't just around political conversations or the explosion of deepfakes; it spills over across all beats, including the tech world.

For us, this should be a call to action—our pitches, the data we provide and the sources we offer must be credibly sourced and transparent. In a skeptical era, credibility is currency. PR pros who consistently deliver clear, verifiable information stand out. Rise of the Machines: AI is Officially Mainstream The robots are here, and they're...transcribing interviews. A whopping 77% of journalists are now using AI tools in their work.

From ChatGPT to transcription services, AI is a fixture in the modern newsroom. For PR pros, the opportunity is clear: how do we make our content “AI-ready” so key messages survive the machine summary? Think clean transcripts, well-structured data, and crystal-clear key messages. If an AI is summarizing our press release, we want to make sure it gets the point.

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