University of Kwazulu-Natal

New Muck Rack Report Reveals Half Of Pr Pros Only Morningstar

Bonisiwe Shabane
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new muck rack report reveals half of pr pros only morningstar

November 07, 2024 08:45 ET | Source: Muck Rack Muck Rack Miami, Nov. 07, 2024 (GLOBE NEWSWIRE) -- Nearly half (45%) of PR pros’ budgets could be impacted by their ability to reach their goals, but they are split on whether one of their top reporting metrics,... The fourth annual State of Measurement in PR report released today from Muck Rack, the leading provider of award-winning PR software built for how brands and agencies work, highlights how and why PR pros... Nearly 400 individuals were surveyed to offer insight on topics including the importance of measurement, which metrics they trust, how they coordinate reporting, and what challenges they face. Measurement directly impacts bottom line for halfAn overwhelming majority (82%) of PR pros find it useful to track their efforts, and 86% report measuring their efforts is very important or extremely important.

For 40% of those surveyed, reporting is a major part of their job, with measurement listed among the top five most time-consuming parts of one’s role. While media relations remains by far the most common task, measurement and reporting is nearly tied in importance with content creation and thought leadership. Eighty-nine percent of respondents track and report their efforts in order to demonstrate their impact to stakeholders and show the value of PR, and nearly half (45%) report their budget could be impacted by... Half say they are only somewhat confident in their metrics and another 38% are very or extremely confident in them. With budgets and resources at stake, PR professionals need to prioritize metrics that are clear, reliable and prove their value. Most popular metrics also among least trusted Despite tracking an average of five metrics, PR pros believe three top metrics can accurately measure their efforts: stories placed, reach/impressions and key message pull-through.

While reach and impressions is one of the most popular metrics (about three quarters of PR pros use it), respondents are split on whether it's reliable. Just under half say it's trustworthy, while about a quarter outright say it isn’t. Additionally, about one third of PR pros don’t trust pitch performance as an accurate measure of their efforts, and some also question sentiment and revenue impact. 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! 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. For comms pros, this shift marks the start of a new playbook. Just as SEO became essential when Google ruled discovery, generative engine optimization (GEO) is emerging as the next staple. The future of media relations is about influencing both human audiences and the algorithms that drive what AI reads, cites, and shares next. The future of search will take center stage at the SEO & GEO Outlook 2026 Breakfast, where leading search and digital marketing experts will explore how AI-powered generative search is reshaping online visibility and...

The event, co-produced by... From the outset of the annual Mid-Atlantic MarCom Summit and ADWKDC, communicators were told they are facing a "world of constant change." Perhaps, said a speaker at the opening session, what communicators really need,... The annual Mid-Atlantic MarCom Summit and ADWKDC will be held on Thursday, October 9, at the Convene Conference Center in Arlington, VA. Advertising, marketing, public relations and media thought leaders will share their expertise on the current and coming trends that... The latest group of speakers are listed below for the October 9 Mid-Atlantic MarCom Summit and ADWKDC. The summit will be held in Arlington, VA at the Convene Conference Center in the Rosslyn district of Arlington.

Sessions will include a broad range of topics for... TIME has launched the TIME AI Agent, an artificial intelligence–powered platform designed to help readers engage more deeply with its journalism. The new system, built on TIME’s reporting and generative AI technology, allows readers to interact with content in real... 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 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 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. Statement issued by the company (Announcement) 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 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.

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