University of Kwazulu-Natal

Muck Rack The Pr Pro S Secret Weapon Wiyai Com

Bonisiwe Shabane
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muck rack the pr pro s secret weapon wiyai com

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. January 16, 2025 12:30 ET | Source: Muck Rack Muck Rack Miami, Jan. 16, 2025 (GLOBE NEWSWIRE) -- Generative AI has become a cornerstone of public relations, with 75% of professionals using the technology. Of those who use it, 78% say it boosts the quality of their work and 93% say it speeds up their work, according to Muck Rack’s third State of AI in PR report. The report surveyed over 1,000 PR professionals to explore how AI is shaping workflows and transforming PR and communications

Top AI use cases in PR Brainstorming and writing tasks remain the top use cases for AI in PR. The survey revealed that 82% of professionals use AI for brainstorming, 72% leverage it for drafting content and 59% rely on it for research and crafting social media copy. Fifty-seven percent report utilizing at least one paid AI tool. There are some areas where AI is less frequently used. Only 21% reported using AI to find journalists. Interestingly, PR pros edit AI output less frequently than in previous years.

In 2024, 61% reported revising most of the text output; in 2025, this figure dropped by 10%. This shift likely reflects improvements in AI’s capabilities. Each week we'll gather headlines and tips to keep you current with how generative AI affects PR and the world at large. If you have ideas on how to improve the newsletter, let us know! What Muck Rack’s AI Report Tells Us About the Future of PR A new Muck Rack report confirms what many PR pros have suspected for months: Media coverage is even more valuable as more people turn to generative AI to search for information.

Muck Rack analyzed more than a million links cited by ChatGPT, Gemini, and Claude across hundreds of thousands of queries and found that more than 95% of AI-cited links are non-paid sources, and more... The bots may be artificial, but their trust in news is very real and it’s driving more than citations. Google is still the web traffic king — it sent 191 billion referrals to the top 1,000 websites last month, according to data from Similarweb — but referrals from AI tools grew 357% year... Traditional media relations has always prized top-tier coverage. That’s still valuable, but AI models are now elevating trade publications, too. In finance, Claude cited unique sources in 90% of its top 10 domains.

In health care, Gemini led the pack with 50% of its top citations coming from niche-specific outlets. The industry insiders PR teams have long pitched are now shaping what AI models surface as authoritative. If you’re still using Muck Rack like a glorified contact database—searching “cybersecurity” journalists, downloading a list, and calling it a day—you’re leaving serious opportunities on the table. The difference between a pitch that gets opened and one that gets deleted often comes down to targeting precision. And while most PR professionals know they should be using Boolean search, few are actually leveraging Muck Rack’s full capabilities to build media lists that convert. Here’s what we’ve learned from hundreds of successful pitches—and how to turn Muck Rack from a simple search tool into your competitive advantage.

Precision Targeting with Advanced Boolean Search A great pitch starts with a great recipient. Your goal is to use Muck Rack to quickly identify and understand the media before you even begin drafting a pitch. Truly maximizing Muck Rack means mastering complex Boolean strings to filter a list of hundreds down to a handful of perfect contacts. 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.

Miami, Jan. 16, 2025 (GLOBE NEWSWIRE) — Generative AI has become a cornerstone of public relations, with 75% of professionals using the technology. Of those who use it, 78% say it boosts the quality of their work and 93% say it speeds up their work, according to Muck Rack’s third State of AI in PR report. The report surveyed over 1,000 PR professionals to explore how AI is shaping workflows and transforming PR and communications Top AI use cases in PR Brainstorming and writing tasks remain the top use cases for AI in PR. The survey revealed that 82% of professionals use AI for brainstorming, 72% leverage it for drafting content and 59% rely on it for research and crafting social media copy.

Fifty-seven percent report utilizing at least one paid AI tool. There are some areas where AI is less frequently used. Only 21% reported using AI to find journalists. Interestingly, PR pros edit AI output less frequently than in previous years. In 2024, 61% reported revising most of the text output; in 2025, this figure dropped by 10%. This shift likely reflects improvements in AI’s capabilities.

AI policies and training in the workplace Despite widespread adoption, over half of companies lack formal AI usage policies. Among organizations with guidelines, nearly 60% of PR professionals follow them strictly. Access to AI training also remains limited, with more than one-third of respondents reporting formal workplace education on the tools.

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