Four in five PR professionals now use generative AI in their daily workflows, but the industry's biggest frustration remains stubbornly human: journalists aren't responding. That's according to Muck Rack's State of PR 2026 report, which surveyed 971 PR practitioners in the US between May and June 2026.
The study found that while AI adoption has become mainstream, communicators are balancing new technology with traditional media relations as securing earned media grows increasingly difficult.
AI is now business as usual
Eighty percent of respondents said they already use generative AI daily, and 61% believe AI and automation will become even more important over the next five years - making it the profession's top strategic priority.
Rather than replacing traditional skills, AI appears to be complementing them. Media relations ranked as the second-fastest growing priority, selected by 48% of respondents, up from 35% last year. Strategic planning (32%) and reputation management (30%) followed. As AI becomes embedded in daily workflows, many practitioners are seeking out AI for PR & Communications Courses to sharpen their skills.
Winning earned media is getting harder
More than seven in 10 respondents (71%) said low response rates from journalists are the biggest obstacle to securing editorial coverage. Shrinking media lists, cited by 61%, compound the problem as newsrooms continue to contract. Increased competition (43%), a lack of newsworthy stories (36%), and faster news cycles (36%) also featured prominently. Just 2% said earning coverage has not become more difficult.
Despite shrinking lists, nearly half (49%) still pitch more than 20 journalists per campaign. Two-thirds say they usually or always personalise their pitches, though most admit that personalisation often amounts to changing only a few sentences.
GEO enters the communications lexicon
Generative Engine Optimisation - improving visibility in AI-generated search results - is now on the radar. Nearly three-quarters (73%) said GEO is at least somewhat important to their communications strategy. Yet responsibility remains murky: 29% said no one owns GEO in their organisation, and 13% were unsure.
Where action is taken, 55% target coverage in high-authority publications to improve AI-generated answers. Half are creating more authoritative, data-driven content and optimising for search, while 44% restructure content with clearer answers and FAQ-style formats. Measurement lags: 39% of organisations aren't measuring GEO at all.
Long hours remain the norm
More than half (55%) of respondents worked over 40 hours the previous week, and 77% worked outside normal business hours at least once. Two-thirds rated their recent work stress above the midpoint on a 10-point scale. Despite the pressure, most feel their work is recognised internally - around two-thirds believe leadership values the communications function, and 67% say communications and marketing teams are closely aligned.
Measurement matters more than ever
Asked how PR can improve its standing with leadership, 69% said producing measurable results is the best way to increase perceived value. That far outpaced improving executive visibility, delivering more creative ideas, or focusing on reputation management. Thought leadership now accounts for at least a quarter of the role for 51% of practitioners.
LinkedIn remains PR's platform of choice
Six in 10 named it the most valuable social platform for PR work, well ahead of Instagram (18%). Eighty-seven percent said LinkedIn forms part of their organisation's communications strategy. Instagram followed at 72%, with Facebook (54%), YouTube (43%), and X (34%) rounding out the top five.
Why this matters for PR and Communications
The report confirms that while AI tools are reshaping workflows, the core challenge - building relationships with journalists and securing credible coverage - hasn't changed. Professionals who combine AI fluency with strong media relations skills will be best positioned. The push toward GEO also signals a shift in how visibility is earned, requiring new measurement approaches and cross-functional ownership. For practitioners looking to stay ahead, targeted upskilling in AI applications for PR can help integrate technology with the human craft of communications.
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