Generative AI is rapidly transforming public relations (PR), with 75% of professionals integrating the technology into their work, according to Muck Rack's third State of AI in PR report. The survey, which includes responses from over 1,000 PR professionals, highlights the significant impact of AI on PR workflows, boosting work quality and efficiency.

• AI Use in PR
  • Main Use Cases:
    • 82% of PR professionals use AI for brainstorming.
    • 72% leverage AI for drafting content.
    • 59% utilize AI for research and crafting social media copy.
  • Paid AI Tools: 57% of professionals report using at least one paid AI tool.
  • Lower Adoption in Specific Areas: Only 21% use AI for finding journalists.
• AI’s Impact on Efficiency:
  • 93% of AI users say it speeds up their work.
  • 78% claim AI boosts the quality of their work.
  • Reduced Need for Edits: The need to edit AI-generated text has decreased, with only 61% revising most AI text in 2024, compared to 71% in 2023.

AI Policies and Training in the Workplace

• Lack of Formal Policies: Over half of organizations lack formal AI usage guidelines.
• AI Training: More than a third of PR professionals report limited access to formal AI training.
• Disclosure Gap:
  • 37% of brand professionals expect full disclosure of AI use by agencies.
  • Only 20% of agency professionals disclose AI use consistently.

Concerns about AI in PR

PR professionals remain cautious about AI, with top concerns including:

• Over-reliance by newcomers on AI instead of mastering industry principles.
• Unscrutinized AI output.
• The risk of devaluing human content creators.
• Environmental concerns from non-AI users.

Methodology

Muck Rack surveyed 1,013 PR professionals between Nov. 13 and Dec. 17, 2024, with a margin of error of +/- 2.9%. The survey was distributed primarily via email.

Generative AI is revolutionizing the PR industry, enhancing productivity and creative output. However, challenges remain around training, policies, and disclosure. As AI continues to shape the future of PR, these factors will be key in ensuring its effective and ethical use.