University of Kwazulu-Natal

Muck Rack Report 88 Of Pr Professionals Feel Leadership Understands

Bonisiwe Shabane
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muck rack report 88 of pr professionals feel leadership understands

Muck Rack Report: 88% of PR Professionals Feel Leadership Understands Their Work Pros at agencies are more likely to feel valued than those at brands MIAMI--(BUSINESS WIRE)--The vast majority of PR professionals feel that leadership understands their work at least somewhat well, with more than half of those at agencies feeling very valued by leadership, compared to only 22%... The 2024 report, which surveyed more than 1,100 PR professionals on the current state of the industry, also found that despite nearly half of PR professionals reporting lack of sufficient resources as a top... “It’s always been a challenge for communicators to showcase the value of earned media, but we’ve seen a shift in recent years as leadership's understanding and appreciation of PR and its impact on a... “Companies need to continue investing in building a strong communications function to ensure the right messages are reaching their target audiences, that they're maintaining a positive brand reputation and that employees are supported through...

Muck Rack’s latest State of PR report finds that most public relations professionals feel valued, with 88% saying their company leaders understand their work at least somewhat well. According to a survey the media database company conducted, having enough resources and receiving responses from journalists are top concerns of public relations professionals. Half of respondents say insufficient financial and personnel resources are their biggest challenges. While media relations remains a primary task for PR professionals, artificial intelligence now ranks as a higher priority, the report finds. A growing portion of PR practitioners (44%, a 13% increase over last year) say their companies must incorporate AI into their workflows to ensure success over the next five years. Strategic planning is another PR priority, the survey shows.

On average, 79% of respondents say they spend at least 25% of their time on media relations, the most common task cited. The best way to secure media placements is to ensure the journalist’s beat includes the topic being pitched, 37% of respondents said. The survey finds that email is still the best way to pitch reporters. Three out of four PR professionals personalize their pitches usually or always, while fewer than 10% seldom or never personalize their story pitches to reporters. 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. You can save this article by registering for free here. Or sign-in if you have an account.

Subscribe now to read the latest news in your city and across Canada. Subscribe now to read the latest news in your city and across Canada. Create an account or sign in to continue with your reading experience. Create an account or sign in to continue with your reading experience. Miami, Aug. 14, 2025 (GLOBE NEWSWIRE) -- Fifty-nine percent of PR professionals reported that AI and automation will grow in importance over the next five years, with 77% already using tools like ChatGPT in their workflow,...

When asked how to improve PR’s perceived value, 67% of respondents pointed to producing measurable results. Other strategies, such as creative solutions (12%) and executive visibility (11%) lagged far behind. “For years, PR teams have struggled to prove their direct impact on business outcomes, but AI is changing that,” said Gregory Galant, cofounder and CEO of Muck Rack. “It’s not just a tool for writing faster or working smarter; it's becoming the attribution engine PR has never had. With solutions like GEO, communicators can finally connect earned media to real results. That’s a fundamental shift for the industry.”

Media relations remains a core responsibility, with 84% citing it as a top job function. Yet, securing media coverage is becoming increasingly difficult. Seventy-two percent of respondents cited low journalist response rates, and 62% pointed to shrinking media lists within relevant beats. Nearly half pitch more than 20 journalists per campaign, but 36% noted limited relationships with their contacts. While 70% say they personalize pitches to some extent, most only update a few lines to tailor the message. Just 11% say they fully customize each pitch.

Muck Rack Report: 88% of PR Professionals Feel Leadership Understands Their Work -Pros at agencies are more likely to feel valued than those at brands #publicrelations #communications #PR #agency #brand #agencylife #annualstateofPR Pros at agencies are more likely to feel valued than those at brands The vast majority of PR professionals feel that leadership understands their work at least somewhat well, with more than half of those at agencies feeling very valued by leadership, compared to only 22% of... The 2024 report, which surveyed more than 1,100 PR professionals on the current state of the industry, also found that despite nearly half of PR professionals reporting lack of sufficient resources as a top... “It’s always been a challenge for communicators to showcase the value of earned media, but we’ve seen a shift in recent years as leadership's understanding and appreciation of PR and its impact on a... “Companies need to continue investing in building a strong communications function to ensure the right messages are reaching their target audiences, that they're maintaining a positive brand reputation and that employees are supported through...

In addition to having enough resources, other top concerns include getting journalist responses (46%) and managing stakeholder expectations (37%).

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