Muck Rack’s The State of PR 2025

Each year, the public relations platform Muck Rack comes out with a report called “The State of PR,” surveying public relations professionals to provide insights and spark conversation in the industry. Here are some key takeaways from The State of PR 2025 report:

• Media relations is consistently the central element of PR work — 84% of respondents named media relations as one of their top job functions.
• AI is one of the top priorities for public relations professionals — 59% say automation will grow in importance over the next five years, and more than 75% report that they already use some form of generative AI in their roles.
• One of the main challenges for public relations work is increased difficulty in securing earned media — 72% cite low journalist response rates, and 62% report shrinking media lists in relevant beats.
• Respondents report greater challenges in building personal relationships with journalists — 36% have limited prior relationships with those they pitch.
• PR professionals feel that the best way they can boost their work’s perceived value is through measurable results, more than either creative solutions or executive visibility. 

As the start of a new year prompts goal-setting, it is the ideal time to review and develop your public relations strategy and explore important resources like Muck Rack’s yearly report. 

For questions about public relations strategy, reach out to the University Marketing Communications Public Relations team at [email protected].