Muck Rack S 2025 Report Is Here And The Numbers Are In 3 Out Of 4 Pr

Bonisiwe Shabane

-Nov 18, 2025, 6:54 AM

muck rack s 2025 report is here and the numbers are in 3 out of 4 pr

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.

In 2024 artificial intelligence investment and innovation exploded with $240 billion in total United States market capital spent. While the numbers and new advancements were impressive, 2025 is set to continue that growth trend with the largest tech companies expected to spend north of $300 billion on new technologies and datacenter buildouts. In the PR and marketing world, 2024 brought a rapid integration of these technologies into team workflows, helping streamline media relations, research, writing, data collection and more. To better understand AI’s real-world impact on PR pros, Muck Rack released a State of AI in PR Report, which dove into how teams are (and are not) using AI, the ethics of using... As an agency owner with more than 25 years of experience creating and running PR and content programs for B2B tech brands, here’s what stood out in the report to me, what feels a... Muck Rack’s report highlights that three out of four PR pros use generative AI at work, nearly triple the amount compared to 2023.

Yet, 55% of agencies still lack clear guidelines on how AI should (or shouldn’t) be used. We saw employees embrace AI tools early on (and encouraged it), which is why we implemented an AI Guidelines Policy in early 2023. We want employees to use these tools to enhance the work they do, but also make it clear that AI-generated content is NOT a replacement for doing actual work. Some key elements to consider in a policy include general usage principles, acceptable use of specific AI tools, a “do-not use” list (and why), best practices for prompts, and an approved tools list. One of the most common AI use cases shown in the report is brainstorming. When it comes to ideation, looking at a blank page can be intimidating and using AI can help spark ideas.

That’s fantastic, but don’t let AI be a crutch for all of your creative ideas. Building and learning your own creative process and applying that to PR is incredibly valuable. Encourage your teams to find a balance. On the flip side, it’s surprising that only 21% of PR pros use AI for journalist research. When used properly, AI can help find previous coverage from reporters, identify their interests, and recognize patterns in their articles. And tools like Muck Rack, Cision, Propel and others are rapidly rolling out tools that apply AI to media relations workflows, trends and research.

Teams can lean into these features, while still validating the results. Every year, Muck Rack’s State of Journalism report offers a valuable glimpse into how journalists are working, what they’re dealing with and what they need from us as PR practitioners. The 2025 report paints a picture of an industry under serious strain—disinformation is rampant, resources are tight and the rules for storytelling are changing fast. For those of us in PR and communications, this isn’t just interesting context—it’s a reminder to adapt. If we want to truly connect with journalists and earn trust from today’s skeptical audiences, we have to rethink how we work. Here are our biggest takeaways from the report:

Disinformation is journalists’ top concern, with shrinking trust in media and lack of funding proving to be major concerns, as well. Many reporters say they still love what they do, but they’re burned out. Nearly two-thirds are juggling more responsibilities than before, and more than a third have faced layoffs in the past year. In PR, it’s easy to focus on getting our stories out. But we should also focus on supporting the people actually telling them. Relevance, respect, and real value should guide every pitch we send.

The media landscape is always evolving, which means PR pros must routinely reassess how they engage with journalists. Muck Rack’s State of Journalism 2025 report offers a snapshot of that evolution, examining how dynamics such as AI integration, shrinking newsrooms and growing concerns around trust and misinformation are reshaping the industry. As 2025 begins to wind down and marketing teams look ahead, now is the perfect time to reflect on these shifts and adjust communications strategies. Below we explore three key trends for PR teams to keep on their radar – along with tips and takeaways to strengthen media relations strategies. AI is transforming nearly every industry, and journalism is no different. Today, 77% of reporters use AI tools such as ChatGPT, transcription software and writing assistants to streamline work, process information and generate ideas.

For PR teams, who often rely on similar tools, this reinforces the need for clarity and simplicity in message delivery. Overly complex or jargon-heavy press materials risk being misinterpreted or diluted – especially when filtered through AI tools. Social media habits are also evolving in the journalism space. About one-third of journalists stopped using X (formerly Twitter) professionally in 2025, while LinkedIn, Instagram and Bluesky gained traction. These changes may warrant a re-evaluation of media monitoring and amplification strategies. Engaging with journalists on the platforms where they actively share and discuss their work can build stronger relationships and boost visibility for earned coverage.

2. Pressures and priorities are reshaping newsrooms The media landscape is shifting fast, and the newly released State of Journalism 2025 report from Muck Rack confirms what we at Proof are already seeing: relevance, personalization, and trust are everything. Based on insights from nearly 2,000 journalists across the globe, here are some key takeaways and why they matter for our clients and the future of earned media. More than 75% of journalists now use AI tools like ChatGPT in their workflow, yet most newsrooms don’t have a formal AI policy in place. For PR pros, that means being transparent about AI use in content creation and pitches is essential.

It also means fact-checking, sourcing, and accuracy matter more than ever. An overwhelming 86% of journalists say they’ll ignore pitches that aren’t relevant to their beat. At Proof, we’ve always believed in relationship-driven media outreach. This data proves the power of personalization. Generic blasts? They’re dead.

Strategic targeting? That’s how stories get told. LinkedIn was ranked the most trusted social platform by journalists this year, beating out X (FKA Twitter). Our takeaway: PR pros should double down on using LinkedIn as both a pitching tool and a visibility platform. Journalists are there, and they’re watching. More than one-third of journalists now self-publish outside traditional newsrooms.

As the industry decentralizes, PR strategies need to evolve too. Influential voices may not come from legacy outlets; they may come from substacks, podcasts, and TikTok. October 28, 2025 09:00 ET | Source: Muck Rack Muck Rack Miami, Oct. 28, 2025 (GLOBE NEWSWIRE) -- Muck Rack, the leading public relations software powered by intuitive technology, has released its first State of Creator Journalism Report, a focused analysis from its annual State of Journalism... The new report finds that one in three journalists now self-publish independently, often outside of traditional newsrooms.

The findings highlight how creative freedom and professional autonomy, rather than financial gain, are driving this shift. The report, based on data from more than 500 self-identified creator journalists, shows that half have been self-publishing for over five years, making independent journalism a lasting and influential part of the media landscape. Key Findings from the State of Creator Journalism Report

Muck Rack S 2025 Report Is Here And The Numbers Are In 3 Out Of 4 Pr

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