New Resource For Pr Planning Measurement And More 2025 Muck Rack

Bonisiwe Shabane

-Nov 18, 2025, 6:39 AM

new resource for pr planning measurement and more 2025 muck rack

November 06, 2025 09:00 ET | Source: Muck Rack Muck Rack Miami, Nov. 06, 2025 (GLOBE NEWSWIRE) -- Muck Rack, the leading public relations software powered by intuitive technology, has released its 2025 State of PR Measurement Report, revealing how AI and large language models (LLMs) are... AI-powered analytics are quickly becoming a central part of a communications strategy. Seventy-eight percent of PR pros say tracking AI-generated mentions is important to their work, and 61% reported they are currently doing or planning to do so. As generative engine optimization (GEO) gains traction, LLM visibility is emerging as a new success metric.

Two-thirds of PR professionals (67%) believe visibility within LLMs will soon become a core part of standard PR measurement, helping teams track influence across both human and AI-generated content. Key findings from the State of PR Measurement 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. 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. 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. When I previously explored how luxury brands were rethinking their relationship with the press, I referenced what New York Times’ Vanessa Friedman had dubbed the “Beyoncé Strategy” — where brands bypass traditional media to... At the time, this seemed like a strategic shift driven by a desire for speed, control, and narrative ownership.

But new data from Muck Rack’s 2025 State of Journalism report suggests this pivot reflects a deeper transformation reshaping every aspect of modern media relations strategy. With insights from more than 1,500 journalists worldwide, the report highlights sweeping changes reshaping how luxury brands should approach media outreach. 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.

New Resource For Pr Planning Measurement And More 2025 Muck Rack

People Also Search

November 06, 2025 09:00 ET | Source: Muck Rack Muck

Two-thirds Of PR Professionals (67%) Believe Visibility Within LLMs Will

AI And Automation Emerged As The Top Priority For The

Half Of Agency Pros Said They Feel “very Valued” By

Seventy-two Percent Of PR Pros Report Declining Journalist Response Rates,