MuckRack, one of the public relations industry’s most widely used platforms for tracking media coverage, recently released a new state-of-the-industry report.

The biggest takeaway? Media relations is not becoming less important in a post-AI world – it’s becoming more valuable.

Nearly half (48 percent) of respondents said they believe media relations will grow in importance over the next five years.

But why?

As AI-generated summaries replace traditional search engines, many professionals have been wondering if news coverage still matters as much in building a brand’s reputation. The answer, according to respondents, is yes.

MuckRack’s data shows that:

• 73% of PR professionals are pivoting to Generative Engine Optimization (GEO),
• with 55% naming high-authority media coverage as their top tactic for winning AI visibility

What that means is, because AI systems do not only rely on what you say about your brand but what credible third-party sources are reporting, there is a critical need to secure coverage in trusted outlets.

For example, an interview with a reputable news outlet or a quote in a widespread publication increases the likelihood that AI systems will recognize and reference your brand in their summaries.

And that is where we come in.

At SMPR, we have anticipated this shift for a while now and are excited to see industry research reinforce what we’ve seen firsthand. 

By focusing on a well-rounded strategy, we help our clients maximize their visibility across the entire modern PESO (paid, earned, shared and owned media) model. Helping them reach their holistic goals and noting and prioritizing those highly AI-driven platforms. 

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SalterMitchell PR is a full-service communications consultancy with 25+ years of experience generating results. Our deep understanding of how to help clients effectively reach, engage and influence people across the state makes us Fluent in Floridian. Contact us to learn more about our media relations, public affairs, marketing and advertising, and creative services.