State of Public Relations: AI Becomes Priority, Media Relations Grows Tougher

Artificial intelligence is a top priority for PR professionals, Muck Rack’s “The State of PR 2025” report finds. In surveys, 59% of PR practitioners say AI and automation will grow in importance for them over the next five years, ahead of media relations (35%) and strategic planning (33%). 

Some 77% of respondents are using AI tools such as ChatGPT, according to the report released on Aug. 14.

For PR practitioners, placing stories in traditional media is becoming harder than ever, the research finds. Among respondents, 72% blame low response rates from reporters, while 62% cite shrinking media lists. Nonetheless, media relations continues to be a cornerstone of public relations work, named by 84% of respondents as a top job function. 

Nearly half of PR pros surveyed say they pitch more than 20 journalists per campaign. Among PR practitioners who personalize their media pitches, 75% say they change only a few sentences. Some 13% personalize just the greeting, while 11% tailor every part of the pitch for the journalist. 

After media relations, other focus areas for PR pros include thought leadership (45%), measurement and reporting (44%) and content creation (42%). 

In PR agencies, nearly half of communications professionals surveyed say their organization’s leaders completely understand their work, compared to just 10% of brand-side PR pros.