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1、STATE OF AI IN PR JANUARY 2025Executive summary Currently,three out of four PR professionals use generative AI at work,nearly three times the number from March 2023.93%of PR pros using AI say it speeds up their work and 78%say it boosts the quality of their work.98%of PR pros say they often or alway

2、s edit the output of AI.Despite the widespread usage of the technology,only 38%of PR pros report having company guidelines for AI use.More than half of PR pros say they use a paid version of AI services.1.An overview of PR pros using AIThis section includes views from both PR pros who already use AI

3、 and those who do notDo you plan to explore generative AI,like ChatGPT or DALL-E,in your workflow?0%20%40%60%80%100%I already use generative AII plan to explore generative AIIm not sure202320242025No,I do not plan to explore them64%28%75%23%33%13%8%24%6%5%15%6%Three out of four PR pros now use AIThe

4、 number of PR pros using AI at work continues to grow at a high rate.Today,three out of four PR pros use generative AI at work,nearly triple the amount compared to March 2023.AI holdouts hold steady at 6%,similar to the figure we saw in our 2024 report.The number of PR pros planning to explore AI is

5、 shrinking due to widespread adoption of the technology.Does your company have an AI use case policy?40%80%60%20%100%YesNoNo,but we plan to have oneDont know0%2024202521%50%22%7%38%38%17%6%More companies have AI use case policies,but most still dont38%of companies now have AI policies in place,up fr

6、om 21%last year.But more than half,55%,dont have anything in place.This likely means many PR pros are working with AI,yet they dont have guidance on best practices or how and when to disclose its use.58%5%1%1%35%58%5%36%If your company has an AI use policy,do you follow it?40%80%60%20%100%I strictly

7、 follow the policyI mostly follow the policyI sometimes follow the policyI never follow the policy0%20242025Most PR pros follow their companys AI policyThose with AI policies have high self-reported adherence to the rules.Nearly 60%of PR pros strictly follow their companys policy while an additional

8、 36%mostly follow the policy.Only 1%of PR pros do not follow the guidelines.Does your company offer any AI training?40%80%60%20%100%YesNoNo,but we plan to in the futureI dont know0%21%50%25%5%35%40%20%4%20242025More companies offer AI training to employeesUp from 21%last year,now,more than one third

9、 of PR pros report access to AI training at work.This includes guidelines on company policy,or how to get the most out of the new technology.Agencies are leading the charge here.While 31%of PR pros at brands report access to training,43%of those at agencies say the same thing.If you work at a brand,

10、do you expect your agency to disclose their use of AI?If you work at an agency,do you disclose AI use to your clients?All the timeAll the timeSome of the timeSome of the timeNeverNeverIt dependsIt depends37%20%30%14%36%17%39%7%Brands and agencies still trying to find the right balance of AI disclosu

11、reOne of the few responses that remains unchanged year-over-year:PR pros at brands often want full disclosure when their agency counterparts use AI.37%at brands say they want AI use disclosed all the time,while 39%say“it depends.”Meanwhile,20%of PR pros at agencies disclose all of their AI use.2.How

12、 PR pros use AI todayThis section includes views from PR pros who already use AI93%of PR pros say AI speeds up work,78%say it boosts qualityDo you feel AI has made the quality of your work better or worse?24%Much better21%Neither better or worse1%Somewhat worse0%Much worse54%Somewhat betterDo you fe

13、el AI helps you complete projects more quickly?1%No,AI slows me down somewhat0%No,AI slows me down dramatically47%Yes,much more quickly46%Yes,somewhat more quickly6%Projects take the same amount of timeHow do you use generative AI in your workflow?0%20%40%60%80%100%82%Ideate/brainstorm72%Write a fir

14、st draft70%Edit or refine a draft Ive previously written59%Research59%Write social copy51%Write press releases51%Craft pitches42%Strategy and Planning21%Find journalists16%Generating images to accompany content7%Other82%of PR pros use AI for brainstormingAI is also widely used for writing tasks.72%u

15、se it for first drafts and a similar number use it to refine drafts theyve already written.59%of PR pros rely on it for research and writing social copy.Additionally,AI plays a role in crafting pitches and writing press releases for about half of PR pros.There are some areas where AI isnt used as of

16、ten.21%of PR pros use AI for finding journalists and 16%for generating images.The other uses PR pros mention are tasks like data analysis,summarizing meetings,crafting interview questions,and organizing notes.After using AI to generate text,how often do you edit the output?After using AI to generate

17、 text,how extensively do you have to edit the output before using the text?202420242025202595%5%0%0%0%9%2%89%AlwaysSometimesNeverRarelyNeverOftenSometimesAlways I have to make edits to most of the text I have to make edits to most of the textI have to make edits to a few paragraphsI have to make edi

18、ts to a few paragraphsI have to make edits to a few sentencesI have to make edits to a few sentencesI dont have to make any editsI dont have to make any edits61%51%30%37%9%12%0%0%When using AI to generate text,almost all PR pros edit the output,but the amount they edit changed compared to last year.

19、In 2024,61%said they have to make edits to most of the text output.In 2025,this figure dropped to 51%.Instead,more PR pros say theyre editing a few sentences or paragraphs of the text.While this may point to relaxing standards of PR pros,its likely a testament to the increased ability of the rapidly

20、 improving AI models.PR pros edit AI output less compared to last yearWhich of the following do you think are risks generative AI tools pose to the PR profession,if any?0%20%40%60%80%100%Younger/newer PR pros dont learn the principles of the profession and rely too heavily on toolsPR people use unsc

21、rutinized AI output and lower the quality of conversationsClients/firms think they dont need content creators anymoreContent will not be as original or creativeAI takes away from human relationshipsAudiences get overwhelmed with so much content its harder to reach them or stand outNone of the aboveO

22、ther75%2%9%29%33%57%58%62%PR pros already using AI say its biggest risk is to the next generation of PRThree out of four PR pros say the biggest risk AI tools pose to the profession is that people new to the field wont learn the basics,making them more reliant on the tools.Despite 98%of PR pros sayi

23、ng they edit AI output,62%are fearful others will use the tools without checking the output.Rounding out the top concerns for more than half of PR pros is a lack of original and creative content and clients/firms thinking AI can replace content creators.Other concerns voiced include a fear AI will i

24、ncrease expectations of work output,copyright concerns,and a general lack of originality and creativity.Do you or your company currently pay for any AI services?30%43%27%Yes,more than oneNoYes,but only oneMore than half of PR pros are using paid AI servicesWhether theyre paying out of pocket or thei

25、r company is picking up the bill,57%of PR pros that use AI are using at least one paid version of AI tools.3.How PR pros want to explore AI in the futureThis section includes views from PR pros who do not use AIIn the future,if you choose to use AI as a tool,which area(s)might it be the most impactf

26、ul?0%20%40%60%80%100%65%Research and list building62%Ideate/brainstorming57%Writing first drafts44%Editing or refining a draft Ive already written34%Monitoring and measuring32%Reporting31%Strategy and planning23%Pitching4%OtherAI-curious PR pros want to use it for research,list building and writing

27、tasksWhile many of the top areas overlap with how AI adopters currently use the technology,pitching is cited by less than one in four PR pros who havent tried out AI tools.For comparison,about half of PR pros are using the technology to craft pitches.Some other areas cited by respondents include cra

28、fting social content,fact checking and summarizing complex documents.Current AI users report big gains in quality and speed of work,but the AI curious are less confident39%Neither better or worseDo you feel AI would make the quality of your work better or worse?Much worse 1%Much better 2%40%Somewhat

29、 better12%Im not sure7%Somewhat worseDo you feel AI would help you complete projects more or less quickly?62%Somewhat more quickly14%Neither more or less quickly1%Somewhat less quickly0%Much less quickly8%Im not sure15%Much more quicklyWhich of the following do you think are risks generative AI tool

30、s pose to the PR profession,if any?0%20%40%60%80%100%Younger/newer PR pros dont learn the principles of the profession and rely too heavily on toolsPR people use unscrutinized AI output and lower the quality of conversationsClients/firms think they dont need content creators anymoreContent will not

31、be as original or creativeAI takes away from human relationshipsAudiences get overwhelmed with so much content its harder to reach them or stand outNone of the aboveOther71%1%13%39%53%61%65%68%Those interested in AI see similar risks in PRs futureThe biggest risk AI-curious PR pros see with the tech

32、nology is that newer PR pros wont learn the basics of the profession.Theyre also fearful of unscrutinized AI output and clients thinking AI can replace content creators.What are your top reasons for not exploring generative AI?OtherThe output is too unpredictableI dont think it will help with my job

33、I/my organization is concerned about privacyGenerative AI is a fadI dont have time to explore AINone of the aboveI dont know how to get started with AIThe tools are too expensive0%20%40%60%80%51%66%45%28%39%25%34%12%18%5%4%2%5%3%202420250%39%10%Environmentalconcerns,plagiarismare common“other”reason

34、s PR pros dont use AIWhile privacy and output qualityare concerns for PR pros avoiding AI,many gave other reasons for not using the new technology.One common response is the environmental impact of AI.Others raise issues with plagiarism and the originality of AI content.MethodologyWe surveyed 1,013

35、PR professionals from Nov.13 to Dec.17,2024.This survey aims to provide insights to the PR industry,focusing on understanding workflows in the growing area of generative artificial intelligence.Muck Rack distributed the survey mainly via email.The responses were reviewed and corrected for any low ef

36、fort,straight-lining or major outliers.The conservative estimate of the margin of error is+/-2.9%.Unless otherwise noted,results should not be compared to previous years responses due to changes in how the questions were asked.Muck Rack is the leading provider of AI-powered PR software built for how brands and agencies work.The only platform powered by intuitive,AI technology and the most accurate,comprehensive data provided by journalists themselves,Muck Rack combines media database,monitoring and reporting for seamless team collaboration,pitching and measurement.Thank you!Learn more