Every year, Muck Rack drops its State of PR Report, and every year we all huddle round like it’s the Great British Bake Off finale, eagerly awaiting a first glance at the goods on offer. The 2025 edition is no different – this year, 1,089 PR professionals (to be precise!) dished the dirt and shared their views on the world of PR, and the results are a mix of “we saw that coming” to “oh, that’s new.”
So, without further ado, let’s dive into the results…and spoiler alert: AI is everywhere, media relations aren’t dead (yet), and the death of X has officially been declared.
AI: From shiny new toy to everyday tool
It probably won’t shock many to hear that 75% of PR pros are now using AI, compared to just 28% in 2023. That’s some increase, particularly considering that most hadn’t even heard of Large Language Models until a few years ago!
But how exactly has AI changed the PR game, and (the age-old question) is it going to steal our jobs altogether?
For the most part, PR’s are using platforms like ChatGPT and Gemini for brainstorming ideas, analysing data, and creating first drafts of content, as well as other heavy-lifting or time-consuming tasks.
The problem is that lots of teams still don’t have policies or training in place, so it’s a bit of a Wild West out there at the moment. AI is a great starting point for many tasks, but it simply can’t be used for everything and there needs to be some rules and regulations put in place to prevent over-usage.
And while we’re all for maximising resource and efficiencies, most PRs also worry that over-reliance could stunt the development of younger talent. After all, no algorithm can teach you the fine art of schmoozing a journalist or how to develop that gut feeling that so many seasoned pros use to guide them.
Want to delve into AI more? Check out our blog here.
Media relations are more important than ever
Unfortunately, many clients out there think that PR is as simple as drafting a press release and blanket pushing it out to anyone and everyone, then sitting tight and hoping someone picks it up.
There’s just a bit more to it than that, though. Media relations has always been at the core of good PR, and it’s proving more important than ever in today’s industry. In fact, 84% of PR pros still say media relations is core to the job.
The problem is that building strong relationships isn’t as easy as it used to be. Newsrooms are smaller, inboxes are fuller, and journalists are under pressure to churn out more stories with fewer resources. That makes getting your brand noticed tougher, and it means PR teams have to work harder at building real, human relationships with the press. It’s not about blasting out blanket releases anymore – it’s about being useful, relevant, and trusted. And that’s even more vital when you work in a close-knit industry like the home and garden world. In fact, we’ve written about it on the blog here.
The other key takeaway? AI will never be able to replace media relations, so our jobs are most definitely safe!
Social shake ups
Muck Rack reports that 39% of PRs have ditched X (Twitter) – and the only thing that surprises us is that the figure isn’t higher! The platform’s been through a lot of change in recent years (we’re looking at you, Elon), and for many brands it’s just not where the right conversations are happening anymore.
So where are audiences? Increasingly, it’s fragmented. LinkedIn continues to grow as a place for thought leadership and industry news, Instagram and TikTok remain powerhouses for lifestyle content, and niche communities are popping up everywhere, from Facebook to WhatsApp. For PR professionals, that means you can’t just “set and forget” your social strategy. The channels you relied on five years ago may no longer be worth the effort.
For specialist sectors like home and garden, this shift is even more pronounced. Garden inspiration doesn’t exactly thrive in 280 characters, but it flourishes on visual-first platforms like Instagram, TikTok, and Pinterest. That’s where people are hunting for ideas on how to style their outdoor spaces, the latest plant trends, or clever DIY hacks. Meanwhile, LinkedIn is the place to connect with trade and industry peers, positioning your brand as a serious player in the sector.
The lesson? Diversify your social mix, and don’t be sentimental about channels that no longer serve you. Social isn’t about being everywhere – it’s about being in the right places, with the right content, for the right people.
What else you need to know
The insights shared in Muck Rack’s report just keep on coming. As well as focusing on AI, media relations, and the shift in social platforms, there are a few other nuggets worth noting:
- Measurement in PR is evolving. For too long it’s been about column inches and numbers, but real value lies in quality and impact. With 40% of professionals saying tracking ROI is still a challenge, the industry is moving to focus on quality over quantity.
- Budgets aren’t stretching. Many teams are expected to deliver more with the same (or smaller) resources. Efficiency is the new superpower.
- Newsletters and blogs are on the up. Owned media is growing fast as brands take more control of their storytelling.
- Radio silence is real. One of the biggest gripes? Journalists simply not replying. With inboxes overflowing, ghosting has become a standard part of the pitching process, with 72% stating it’s their top challenge.
- Email is still king. Despite the radio silence, email is still the preferred method of comms for journalists. Hours spent on the phone are ancient history, and don’t you dare slide into DMs on socials. In our humble opinion, though, we still like to meet up IRL as often as possible, whether it’s at an industry event or for a quick coffee when we’re in town.
- Social listening is underutilised. Over half of PR teams don’t use social listening tools to help track conversations, sentiment, and competitor activity – a major blind spot when it comes to strategy. If you’re not already listening, you’re behind!
So what does it tell us?
While the tools and platforms keep changing, the heart of PR hasn’t. Strong relationships, sharp storytelling, and strategic thinking are still what separate the “nice coverage” from the “game-changing impact.”
For brands, especially in specialist sectors like home and garden, that means two things: stay flexible and stay focused. Don’t chase every shiny new platform just because it’s there, but don’t bury your head in the sand either. The winners will be the ones who blend the best of new tech with the timeless art of human connection.
And if all this sounds a bit much to juggle on your own? Well, that’s where we come in. At Honest Communications, we live and breathe this stuff, helping brands cut through the noise with strategies that actually work.
Get in touch to chat about the PR support we can provide by emailing hello@honestcommunications.co.uk
