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Insights from Muck Rack’s 2025 State of Public Relations Report

By September 2, 2025No Comments

Muck Rack’s 2025 State of PR report offers a timely look at how the public relations industry is evolving. Based on a survey of more than 1,000 PR professionals, the findings highlight shifting priorities, ongoing challenges, and opportunities to strengthen communications strategies.

Fort Lauderdale- and Aspen-based public relations and marketing agency Durée & Company monitors industry reports like this to ensure its strategies remain aligned with the needs of both clients and the media. Several insights from the report stand out for their relevance to today’s PR landscape.

AI and automation emerged as the top priority for the future, with 59 percent of PR professionals expecting their importance to grow over the next five years, outpacing media relations and strategic planning. Already, 77 percent of respondents report using generative AI tools such as ChatGPT and DALL·E in their workflows, underscoring the technology’s rapid adoption.

Securing earned media continues to be a challenge. 72 percent of respondents cited low journalist response rates, while 62 percent pointed to shrinking media lists in relevant beats. Increased competition for coverage and shorter news cycles further emphasize the need for timely, well-targeted storytelling.

The report also revealed a significant gap in how valued PR professionals feel within their organizations. Half of agency pros said they feel “very valued” by leadership, compared to just 16 percent of brand-side professionals, a 34-point difference. Notably, 67 percent of all respondents said producing measurable results is the most effective way to boost PR’s perceived value.

Social media usage continues to shift, with LinkedIn ranked as the most valuable platform for PR work by 56 percent of respondents. In contrast, only 11 percent named X (formerly Twitter) as most valuable, and 39 percent said they have stopped using it for professional purposes in the past year.

The State of PR 2025 report reflects a profession adapting to technological change, tighter media access, and the ongoing need to demonstrate value. Durée & Company remains committed to leveraging these insights to develop strategies that are data-driven, relationship-focused, and results-oriented. For more information on how the firm can support a brand’s communications goals, visit dureeandcompany.com or call 954-723-9350.

About Durée & Company, Inc.

Founded in 1999, Durée & Company is a full-service, well-respected and highly creative public relations and marketing agency serving a diverse client base of local, national and international consumer brands, landmark industries, business leaders and philanthropists from its offices in Fort Lauderdale, Florida and Aspen, Colorado. Practice areas include nonprofit, hospitality, business, lifestyle, health and wellness, legal, real estate, yacht and marine as well as cannabis, psychedelics, and other emerging industries. Durée & Company is a member of PR Boutiques International™ (PRBI), a global network of nearly 40 independent, owner-led public relations agencies spanning five continents. To learn more, call 954-723-9350; go to dureeandcompany.com; cannabismarketingpr.com; or psychedelicpr.com. Join the social conversation and follow Durée & Company on Facebook, Instagram, Twitter, YouTube and LinkedIn at @DureeCoPR.

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OFFICIAL CONTEST AND GIVEAWAY RULES NO PURCHASE IS NECESSARY TO ENTER OR WIN. VOID WHERE PROHIBITED. A PURCHASE DOES NOT INCREASE THE CHANCES OF WINNING. PARTICIPATION IN THE PROMOTION CONSTITUTES YOUR AGREEMENT TO BE BOUND BY THESE OFFICIAL RULES. OPEN TO LEGAL RESIDENTS OF THE UNITED STATES (EXCLUDING PUERTO RICO, THE U.S. VIRGIN ISLANDS, AND OTHER COMMONWEALTHS, TERRITORIES AND POSSESSIONS), 18 YEARS OR OLDER.

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  1. Official Rules: Entrants must fill out all required fields on the entry form to participate in the Contest. After submitting the required information on the entry form, the entrant will receive one (1) entry into the 20/20 Contest. The Contest will begin on January 20, 2020 at 8:30 A.M. ET and end on February 20, 2020 at 8:30 A.M. ET (“Contest Entry Period”). All times in the Contest refer to Eastern Time (“ET”). Contest is subject to all applicable federal, state and local laws. Limit one (1) Entry per company during the Contest Period. Entries generated by a script, macro, or other automated means or by any means that subverts the entry process will be disqualified. Entries must be received before January 20, 2020 at 8:30 A.M. ET to be eligible for the Contest.

 

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Five Things That Need to be in Your Resume or Cover Letter

To paraphrase Jerry Maguire, help us help you. As we sift through the paperwork, here’s what we are looking for:

1. What you love to do and why.

In PR, you may love writing, editing, interviewing, pitching the media, researching, coordinating events, networking, posting to social media … whew! While we would love it if you had a passion for it all, we’d never believe you if you said as much.

What part of this zany, crazy, whirlwind, yet meticulous, tedious, detail-oriented, profession calls to you and why? Help us make the connection as to how PR is really for you, and call it your Professional Summary.

2. Something you did that changed something or someone else.

If you never showed up to your last job, what wouldn’t have happened? That’s right. Erase yourself. Now which clients disappeared with you? Which articles just fade away? What press releases cease to exist? How much social media did NOT get liked?

We are just meeting you. So take a moment to spell out your impact, and it will be easier for us to see what you can do for the clients of Durée & Company. Share this under your Job Responsibilities.

3. Anything you created.

Feeling humble? Well, stop it. This is the part where you brag. If you craft a delightful blog, master a mind-blowing website, shoot crazy video or direct wonderful events, show us.

Then tell us a bit of how you did it, so we trust that it was your brilliance and not the intern’s. Let’s dub this Your Portfolio.

4. An indication of why you belong here.

At PR firm Durée & Company, we have a culture. Really, all companies do. To learn about ours, do some legwork. At this point, if you’re on our blog, you are in the right spot to begin learning. Hate pink? Not good with women? Live in Kansas? Low energy? Then you might want to reconsider applying. However, if we resemble a group that you’d like to hang out with, share why. You can do that in the Cover Letter.

5. Correctly spelled words – all of them.

Do more than hit spell check. Know how to spell or ask someone to proofread. Correctly spelled words work everywhere, all the time. Consider them the Little Black Dresses of resumes.

So consider these five tips – we’ve just given you a “cheat sheet” about what we’re watching out for. Even if our position may not be for you, feel free to use our advice for another – it may just get you the job!