09/29/2025
PRSA reports that AI is becoming a top priority for communications professionals, with 59% saying its importance will grow over the next five years. At the same time, placing stories in traditional media is harder than ever as reporters respond less and media lists shrink.
Media relations remains essential, but the future of public relations depends on more than volume pitching. Personalization, measurement, content, and thought leadership all play a role in creating lasting visibility.
The takeaway: mastering AI tools while keeping relationships at the center of communications is what will separate leaders from the noise.
AI is a top priority for PR pros, Muck Rack’s “The State of PR 2025” report finds. In surveys, 59% of PR practitioners say AI and automation will grow in importance for them over the next five years.