New data has revealed that 67% of PR professionals believe visibility within LLMs will soon become a core part of standard PR measurement.
The findings, from Muck Rack’s State of PR Measurement 2025 report, explored whether the industry felt AI could solve its measurement conundrum.
The majority (93%) of PR professionals said that AI will influence how they measure results, while 61% are already tracking or planning to track AI-generated mentions.
Interestingly, 61% of PR pros admitted to not following “formal measurement frameworks” such as Barcelona Principles or AMEC’s Integrated Evaluation Framework, with most (85%) relying on media monitoring platforms and 66% using analytics tools for reporting.
The report added that a “growing” 15% are experimenting with AI-powered analytics, as the average PR team places importance on stories placed (86%) and reach/impressions (79%) metrics.
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