Nearly three-quarters of PR professionals say Generative Engine Optimization (GEO) is at least somewhat important to their communications strategy, yet 29% report that no one in their organization owns it and 39% aren't measuring it at all. The findings, from Muck Rack's State of PR report released July 9, 2026, arrive as 61% of respondents expect AI and automation to grow over the next five years-placing AI visibility at the center of strategic planning without a clear path to execution.
The survey of 971 qualified PR professionals, conducted between May 14 and June 12, 2026, highlights a profession grappling with how to adapt. "Most PR professionals recognize that AI visibility matters, but many companies still haven't decided who owns it or how to measure it. This is a critical moment where better data and better tools can make all the difference in how we approach this shift in the PR workflow," said Greg Galant, cofounder and CEO of Muck Rack. The data also points to a growing need for AI for PR & Communications skills as teams confront these new demands.
Earned media drives AI visibility
About 99% of AI citations come from non-paid sources, making earned media the primary fuel for how brands appear in AI-generated answers. That link has pushed PR teams toward authority-building tactics. Fifty-five percent of respondents named securing coverage in high-authority publications as their most common approach, while half said they are creating more data-driven content and optimizing for SEO.
Pitching more, hearing back less
Media relations remains a core job responsibility, but coverage is getting harder to land. Forty-nine percent of PR pros pitch more than 20 journalists per campaign, even as 71% report low response rates and 61% point to smaller or shrinking media lists. Those shrinking lists reflect a broader contraction: Muck Rack's 2026 Local Journalist Index found the U.S. has lost 81% of its local journalists since 2002. The result is crowded inboxes and added pressure-66% of respondents rated their work stress as high.
LinkedIn leads social strategy
LinkedIn appears in 87% of communications strategies, far ahead of Instagram at 72%. But when asked which platform is most valuable, 60% chose LinkedIn while only 18% picked Instagram. Half of respondents (51%) said thought leadership has become more vital in their jobs, up 5% from last year, tracking closely with LinkedIn's central role in the PR toolkit.
Why this matters for PR and communications professionals
AI visibility is no longer a theoretical concern-it's shaping how earned media creates value, yet ownership and measurement gaps remain. For practitioners, the immediate priority is to clarify who within the organization is responsible for GEO and to start tracking how their brand appears in AI-generated responses. Without that, teams risk ceding influence over a channel that increasingly defines public perception. Professionals looking to close the skills gap can follow an AI Learning Path for Public Relations Specialists to build the expertise needed to lead these efforts internally.
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