New Muck Rack Report Reveals Generative AI Is Now Essential for PR Professionals

Generative AI Adoption in PR - Generative AI has become a cornerstone of public relations, with 75% of professionals using the technology [1] - Usage among PR professionals nearly tripled since March 2023 [1] - 78% of users report that AI boosts the quality of their work, while 93% say it speeds up their work [1] Top AI Use Cases in PR - Brainstorming and writing tasks are the top use cases, with 82% using AI for brainstorming and 72% for drafting content [2] - 59% of professionals rely on AI for research and crafting social media copy [2] - Only 21% reported using AI to find journalists [2] AI Output and Editing Trends - PR professionals are editing AI output less frequently, with a 10% drop in revisions from 61% in 2024 to 51% in 2025 [3] - This shift reflects improvements in AI's capabilities [3] AI Policies and Training - Over half of companies lack formal AI usage policies [4] - Among organizations with guidelines, nearly 60% of PR professionals follow them strictly [4] - More than one-third of respondents report having access to formal workplace AI training [4] Expectations Gap Between Brands and Agencies - 37% of brand professionals advocate for full disclosure of AI use by agency partners, while only 20% of agency PR professionals disclose their AI use all the time [5] Concerns About AI in PR - PR professionals remain cautious about AI's risks, including over-reliance by newcomers, unscrutinized AI output, and the potential undervaluation of human content creators [8] Methodology - Muck Rack surveyed 1,013 PR professionals from Nov 13 to Dec 17, 2024, with a conservative margin of error of +/- 2 9% [7] - Responses were reviewed and corrected for low effort, straight-lining, or major outliers [7] About Muck Rack - Muck Rack is a leading provider of PR software, serving over 5,000 companies worldwide and offering tools for media database, monitoring, and reporting [8] - Thousands of journalists use Muck Rack's free tools to showcase portfolios, analyze news, and measure story impact [8]