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# AI tops PR priorities finds new Muck Rack survey
- URL: https://capitolcommunicator.com/ai-tops-pr-priorities-finds-new-muck-rack-survey/
- Published: 2025-08-14T20:29:22.000Z
- Updated: 2025-08-14T20:46:59.000Z
- Author: Capitol Communicator
- Tags: PR, Insights, #wp-top-right-sponsored, #Import 2026-10-08 18:55

**A Muck Rack survey of 1,089 PR professionals from June 5 to July 16, 2025, designed to provide insights that help improve the workflow of PR professionals, found:**

**• AI tops PR priorities:** 59% of PR pros say AI and automation will grow in importance over the next five years, ahead of media relations (35%) and strategic planning (33%). 77% already use tools like ChatGPT in their workflow.

**• Earned media is harder to secure:** 72% cite low journalist response rates, and 62% report shrinking media lists in relevant beats. Only 2% say it has not become harder to earn coverage.

**• Pitching is broad but often impersonal:** Nearly half pitch more than 20 journalists per campaign, and 36% have limited prior relationships. Most personalize only a few lines.

**• Measurement drives value perception:** 67% say producing measurable results is the best way to boost PR’s perceived value, far ahead of delivering creative solutions or executive visibility.

**• LinkedIn gains ground as X declines:** 56% say LinkedIn is their most valuable platform. Only 11% say the same of X, and 39% have stopped using it professionally.

**• Brand-side pros feel less valued:** 50% of agency pros feel very valued by leadership, compared to just 16% at brands. Only 10% of brand pros say leadership fully understands their work.

Muck Rack distributed the survey primarily via email and cleaned the results by removing low-effort responses, duplicate entries, spam-generated responses, and any major outliers, leaving a total of 911 usable responses. Because the wording of some questions changed from previous years, direct year-over-year comparisons may not be valid.

Percentages may not total 100% due to rounding or excluded categories. The conservative margin of error is approximately 3%.