The State Of Ai In Pr 2025 Muck Rack

Bonisiwe Shabane

-Nov 18, 2025, 8:12 AM

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. 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. 🎉 The State of AI in PR 2025 is here! PR professionals are embracing generative AI like never before.

In our latest report, we explore how AI is improving workflows, boosting creativity and transforming the PR landscape. 📊 Top Insights: - 3 out of 4 PR pros now use AI—nearly triple since 2023 - AI is most popular for brainstorming, research and drafting content - 55% of PR pros are working... 💡 See the full results and trends shaping PR in 2025. Download the full report today! 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.

Technology reporting at the intersection of politics, business, and culture.

The State Of Ai In Pr 2025 Muck Rack

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