University of Kwazulu-Natal

Six Takeaways From Muck Rack S The State Of Pr 2025 Survey

Bonisiwe Shabane
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six takeaways from muck rack s the state of pr 2025 survey

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.

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.

As public relations professionals navigate an increasingly complex media landscape while preparing for upcoming budget cycles, Muck Rack’s 2025 State of PR report provides critical insights into the industry’s current trajectory and emerging challenges. The comprehensive study examines how PR teams are adapting to rapid technological change, particularly in AI adoption, while grappling with evolving earned media strategies and shifting social media dynamics that are reshaping how communications... AI usage is a trend that is increasing in the PR space. Muck Rack revealed that 59% of PR pros believe that AI would become more important in five years, highlighting it as a future priority. With AI tools such as ChatGPT and DALL-E already being incorporated into over three-quarters of PR pros’ workflows, AI has showcased itself to be a tool that can be used as an assistant that... However, the most successful AI implementation in PR requires strategic human oversight and sophisticated prompt engineering.

While AI excels at generating ideas, drafting initial content and automating routine tasks, the nuanced understanding of brand voice, audience psychology and strategic messaging still demands a human touch. The professionals leading the pack aren’t just using AI – they’re directing it through precise prompts and maintaining quality control that ensures AI-generated content aligns with brand standards and communications objectives. This hybrid approach maximizes AI’s efficiency gains while preserving the authenticity and strategic thinking that define exceptional PR work. Securing earned coverage has become significantly more difficult for PR professionals, with an overwhelming 98% reporting that earned media is harder to obtain than before. One of the primary culprits is plummeting journalist response rates, cited by 72% of PR pros as a major obstacle, while 62% point to shrinking media lists in their relevant beats as coverage opportunities... The traditional pathways to coverage are becoming increasingly narrow and competitive.

The combination of reduced newsroom staff, overwhelmed journalists and fewer specialized beat reporters creates a perfect storm that requires PR professionals to fundamentally rethink their earned media strategies. The near-universal acknowledgment of these challenges underscores the critical need for more personalized and strategic approaches to media outreach in today’s constrained landscape. 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 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.

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