MuckRack’s State of PR Report serves as a pulse check on where the industry is headed. This year’s report paints a picture of an industry adapting to new technologies, changing media dynamics and growing expectations–all while reinforcing that the fundamentals of PR remain consistent.
Here are the five takeaways from this year’s report that every PR professional should be paying attention to.
AI Is Officially Table Stakes
Just a year ago, the industry was still debating AI’s role in PR. Today, that question has largely been answered. AI has become a standard part of the PR toolkit, with 80% of PR professionals are already using generative AI in their workflow. And, most expect it to become even more important over the next five years.
This widespread adoption has shifted the conversation. When everyone has access to the same tools, the competitive advantage comes from how you use it. AI is incredibly effective at accelerating research and streamlining repetitive tasks, but it can’t replace strategic thinking or human judgment that shape effective PR.
The real differentiator is what you do with the time AI gives back. The most successful PR teams will use that time to uncover better story angles, sharpen messaging and build meaningful relationships.
Authority Beats Attention
The rise of AI-powered search and GEO is changing how brands are discovered, and in turn, how PR strategies are evolving. Nearly three-quarters of PR professionals say GEO is already an important part of their PR strategy.
While earned media has always been about building awareness and credibility, it now carries even more weight. Every interview and media placement contributes to a brand’s digital authority, creating a body of credible information that shapes how AI systems understand a company over time.
As search continues to evolve, PR teams have an even greater opportunity to shape how organizations are discovered and understood.
Relationships Still Win
Despite all the rapid growth of AI, one thing hasn’t changed. Media relations remains the foundation of effective PR, with 84% of PR professionals saying it makes up at least a quarter of their job.
As content becomes easier to create, authentic relationships become even more valuable. Journalists rely on trusted sources who can provide expertise and timely POVs. These are things that can’t be replicated through technology.
AI can’t build the trust that leads a reporter to open your email. As the industry becomes increasingly automated, relationships remain one of PR’s greatest advantages.
More Pitches Won’t Solve the Problem
The report reinforces a challenge every PR professional knows too well: low journalists’ response rates remain the biggest challenge.
With shrinking newsrooms and overflowing inboxes, standing out has never been harder. The answer isn’t sending more pitches, it’s sending more relevant ones. The strongest pitches are built around timely insights, compelling stories and a clear understanding of what a journalist actually covers.
While most PR professionals say they regularly personalize pitches, those changes are limited. Only 15% say they tailor every part of a pitch. This gap presents a clear opportunity. Thoughtful personalization is one of the few ways to consistently earn attention and build those meaningful relationships.
PR as a Business Function
PR professionals face growing expectations to demonstrate measurable business value. So it’s no surprise that 69% say that producing measurable results is the most effective way to demonstrate their value.
Measurement today extends far beyond the number of media placements. Executives want a clear understanding of how PR supports broader business objectives. PR is no longer measured solely by what it produces, but by what it influences. The strongest PR programs help drive trust, credibility and long-term business outcomes.
The Bottom Line
As technology automates more tactical work, PR professionals have an opportunity to do more of what humans do best. From building trust, shaping strategy, strengthening relationships and demonstrating business value, PR has never been more important.
The tools will continue to change, but the fundamentals of great communications will always be important.