Muck Rack joins the AI rush

• PressPal's pitch recommendations are pulled from Muck Rack's database, but the platform will not disclose how many active journalists are in the database.

What they're saying: Muck Rack encourages users to review AI-generated content for accuracy and relevance before sending pitches to a targeted list of journalists.

• "We believe generative AI is a powerful tool that should be part of any PR professional’s toolkit, but it’s only one element of an effective communications plan," said Gregory Galant, co-founder and CEO of Muck Rack. "We encourage our users to continue to be responsible when using AI in their releases and be thoughtful when pitching journalists.”

The big picture: Communication professionals are eager for more sophisticated services — and 70% of chief communication officers are willing to invest in new tools, Edelman found.

• PR platforms like PRophet, Press Hook and Pressfriendly have embraced AI offerings, as have traditional PR firms.

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