New Muck Rack Report Reveals Generative AI Is Now Essential for PR Professionals
Jan 16, 2025 - financialpost.com
A new report by Muck Rack reveals that generative AI has become essential in the public relations industry, with 75% of PR professionals now using the technology. The report, based on a survey of over 1,000 PR professionals, highlights that 78% of users believe AI enhances the quality of their work, and 93% say it accelerates their tasks. Key AI applications in PR include brainstorming, drafting content, and crafting social media copy. However, only 21% use AI for finding journalists, and the frequency of editing AI output has decreased, indicating improvements in AI capabilities.
Despite its widespread adoption, over half of the companies lack formal AI usage policies, and access to AI training is limited. There is a notable discrepancy between brands and agencies regarding AI disclosure, with only 20% of agency professionals consistently disclosing AI use. Concerns about AI include over-reliance by newcomers, unscrutinized outputs, and the undervaluation of human content creators. The survey was conducted from November to December 2024, with a margin of error of +/- 2.9%.
Key takeaways:
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Generative AI usage among PR professionals has nearly tripled since March 2023, with 75% now using the technology.
Top AI use cases in PR include brainstorming (82%), drafting content (72%), and crafting social media copy (59%).
Over half of companies lack formal AI usage policies, and access to AI training is limited.
Concerns about AI in PR include over-reliance by newcomers, unscrutinized AI output, and undervaluing human content creators.
