AI in PR in 2023 is focus of Muck Rack survey
Muck Rack recently surveyed 1,034 PR professionals with the goal of delivering insights to help improve the workflow of public relations professionals, particularly related to the rapidly expanding field of generative artificial intelligence.
Muck Rack distributed the survey primarily through email from March 31 to April 25, 2023, and then cleaned the data in a variety of ways: They only counted complete responses; they removed responses where the respondent completed the survey in less than five minutes, and they removed duplicate entries, responses that were generated by spam accounts and checked the data for major outliers. The survey’s conservative margin of error for the survey is about 6%, stated Muck Rack.
The survey found:
- 61% of public relations professionals currently use AI or are interested in using AI in their workflow. Only a small portion of them, 15%, say they have no interest.
- 38% of PR professionals already using AI in their workflow are in the C-suite, a higher percent than employees at other levels of the company.
- Crafting pitches, writing press releases and writing social copy are the top-three ways that PR pros currently use AI.
- Employees at companies with fewer than 500 employees are more likely to already be using AI than those at larger companies.
- The biggest concern PR pros have about AI is that the output will be used without first scrutinizing it and therefore lower the quality of conversations in the field.
To view the full survey findings, click here.
