State of PR 2024

How PR pros research journalists, use social media, and navigate the challenges of the industry

    Muck Rack’s sixth annual State of PR report is based on a survey of over 1,000 PR professionals. This study provides valuable insights into social media trends, budget and resource challenges, AI, and more, providing valuable insights for the PR industry in 2024.

    Download the report & view the recording

    Watch the on-demand recording for a discussion on these takeaways and more with Michael Kaye, Director of Global Comms at OkCupid, Fatou B. Barry, Founder at PR Girl Manifesto and Nicole Flowers, VP of Media Relations Services at Flowers Communications Group.

Insights from the report

More than half of PR pros say they'll spend more time on LinkedIn this year.
There was strong support for LinkedIn in other areas as well. 50% say the professional site is their most valuable social network.

AI tops media relations as an important skill for success
Integrating AI tools into their workflow increased 13% compared to last year and now ranks higher than media relations and just below strategic planning in terms of priority.