University of Kwazulu-Natal

What Muck Rack S Ai Report Says About Pr S Future

Bonisiwe Shabane
-
what muck rack s ai report says about pr s future

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. 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. 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.

Get the latest updates delivered to your inbox every day, and stay up-to-date for free 🧠📈 Get the latest updates delivered to your inbox every day, and stay up-to-date for free 🧠📈 New Muck Rack Report Reveals Generative AI Is Now Essential for PR Professionals 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... 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. There is a notable gap in expectations between brands and agencies.

While 37% of brand professionals advocate for full disclosure of AI use by their agency partners, only 20% of agency PR professionals disclose their AI use all the time. Concerns about AI in PR PR professionals remain cautious about AI's risks. Top concerns include: Over-reliance by newcomers on AI instead of learning the principles of the industry Unscrutinized AI output The potential of clients or firms to undervalue human content creators Those not yet using... Methodology Muck Rack surveyed 1,013 PR professionals from Nov. 13 to Dec. 17, 2024, and distributed the survey mainly via email.

The responses were reviewed and corrected for any low effort, straight-lining or major outliers. The conservative estimate of the margin of error is +/- 2.9%. Unless otherwise noted, results should not be compared to previous year's responses due to changes in how the questions were asked. Download the full report to learn more about the current state of AI in PR. About Muck Rack Muck Rack is the leading provider of award-winning PR software built for how brands and agencies work. The only public relations software powered by intuitive technology and the most accurate, comprehensive data provided by journalists themselves, Muck Rack combines media database, monitoring and reporting for seamless team collaboration, pitching and measurement.

People Also Search

Each Week We’ll Gather Headlines And Tips To Keep You

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 millio...

Traditional Media Relations Has Always Prized Top-tier Coverage. That’s Still

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 sur...

Just As SEO Became Essential When Google Ruled Discovery, Generative

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. In 2024 artificial intelligence investment and innovation exploded with $240 billion in total United States market capital spent. Wh...

As An Agency Owner With More Than 25 Years Of

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 use...

One Of The Most Common AI Use Cases Shown In

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 th...