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 professionals connect with their audiences.
AI Is On the Rise – A Top Priority in PR
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 increases efficiency and scope.
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.
The Decline of Earned Media
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 continue to contract.
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.
Pitching as a Wide-Net Strategy
One strategy to cut through the noise and secure those difficult but desired earned media placements is to broaden your outreach. Muck Rack found that nearly half of the PR pros surveyed pitched to more than 20 journalists at once, with nearly one-quarter of the PR pros stating that they pitch to more than 50 journalists per campaign.
Broadening outreach has the benefit of increasing response rate. When it came to the biggest challenge in media, Muck Rack cited low response rates from journalists being a key problem. As earned media increasingly becomes harder to secure, the need to cast a wide net when pitching grows.
Personalizing Your Pitch
With the need to reach out to as many journalists as possible, personalization of pitches has also increased. Muck Rack found that 70% of PR pros usually or always personalize their pitches, and 34% percent always personalize them. Additionally, 75% of PR pros state that they change a few sentences to make the message relevant, increasing the chances of a higher response rate.
Pitching Across Formats
In a time where online media and digital outlets dominate the pitching landscape, 92% of PR pros say they use these formats as their targeted media type. Yet traditional media is still in action, with 71% pitching newspapers, 64% pitching magazines and 62% pitching TV.
The media landscape continues to evolve rapidly, with podcasts, social media influencers and digital-first publications creating new opportunities for brand storytelling and audience engagement. While traditional byline placements and article interviews remain the cornerstone for establishing thought leadership, these emerging media formats offer PR professionals more diverse and targeted ways to reach their audiences. The most successful campaigns now blend established media relations with innovative digital strategies, allowing brands to meet their audiences wherever they consume content most actively.
Tips on How to Pitch
When it comes to the best ways to pitch, Muck Rack found the following to be the most effective:
- Pitch one-on-one via email.
- Pitch on Tuesdays.
- Keep your pitches under 300 words.
- Pitch before noon.
- Send your first follow up three to six days later.
- Conduct one or two follow-ups.
The Value of LinkedIn
LinkedIn is the premier social media platform for professional communications, with 56% of PR professionals identifying it as their most valuable social platform – a notable increase from 50% last year. This growing dominance comes as other platforms lose ground, with X declining sharply to just 11% from 16% in 2024, while Instagram maintained its 16% share. The data reveals a clear shift in where PR professionals are investing their time and energy for maximum impact.
This preference translates directly into strategic planning, with 87% of PR professionals incorporating LinkedIn into their company’s social media and communications strategy, making it the most widely adopted platform. LinkedIn also leads in monitoring priorities, with 70% of PR pros wanting to track the platform – reinforcing its position as the central hub where professional conversations happen and reputations are built.
Making Every Pitch Count
The findings in Muck Rack’s 2025 State of PR report paint a picture of an industry in transition – one where traditional approaches are being challenged by new technologies and changing media consumption patterns.
Organizations that adapt accordingly – embracing AI tools strategically, refining their earned media approaches and evolving their social media strategies – will be better positioned to thrive in this shifting landscape. These modified approaches driven by data don’t just generate more coverage; they create deeper engagement with the audiences that matter most. In an industry where relevance is everything, the ability to anticipate and adapt to these emerging trends will separate the leaders from the followers.
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