Marketing B2B Technology
AI and PR: The Future of Media Engagement with Iskren Lilov, Muck Rack
Why It Matters
As AI increasingly powers search and content discovery, earned media visibility directly influences brand rankings, making GEO a key metric for proving PR ROI to executives. Understanding and measuring this impact equips marketers and communicators to secure budget and strategic influence in a data‑driven landscape.
Key Takeaways
- •AI citations mostly come from earned, non‑paid media.
- •PR drives GEO visibility, boosting AI discoverability.
- •Muckrack offers Generative Pulse for custom geo monitoring.
- •Measurement must start pre‑campaign, linking KPIs, avoiding vanity metrics.
- •AI aids outreach but cannot replace human journalist relationships.
Pulse Analysis
The episode introduces Muckrack as an AI‑powered communications platform that unifies media monitoring, journalist database, press‑release distribution, and geo‑measurement tools. By aggregating real‑time media intelligence, the service helps PR teams demonstrate the value of earned coverage. Recent research cited in the show reveals that 99 % of AI citations originate from non‑paid media, with roughly 84 % classified as earned. This data underscores that search‑engine‑style AI discoverability now hinges on the credibility of the outlets that reference a brand, positioning public‑relations professionals as the primary drivers of AI visibility.
Because large language models prioritize reputable sources, GEO—search‑engine optimization for AI—has become a critical KPI for communications leaders. Muckrack’s new Generative Pulse product lets teams monitor custom prompts, track percentage changes, and compare results against their own historical data rather than disparate tools. The hosts stress that measurement must be built into the campaign plan, using frameworks such as AMEC’s Integrated Evaluation Framework to define objectives before launch. Linking multiple KPIs, avoiding vanity metrics, and establishing a consistent methodology enable PR departments to translate GEO performance into concrete ROI that resonates with finance and board members.
AI also streamlines outreach without eliminating the human element. Muckrack’s AI assists in identifying the most relevant journalists and drafting pitches, but the podcast warns that personal relationships remain the decisive factor in securing coverage. The conversation highlights the need for PR and marketing to collaborate rather than compete, with PR taking the lead on GEO while leveraging marketing’s data expertise. For practitioners, the takeaway is to adopt a measurement‑first mindset, use tools like Generative Pulse, and continuously nurture journalist connections—ensuring that AI amplifies, not replaces, the strategic value of public relations.
Episode Description
In this episode, Iskren Lilov, Global Marketing Manager at Muck Rack, discusses how the company is evolving from a traditional PR tool into an AI-powered communications platform that combines media monitoring and measurement, journalist intelligence, press release distribution, and generative engine optimization (GEO) capabilities.
The conversation explores why PR and communications teams are uniquely positioned to lead GEO initiatives, drawing on Muck Rack research showing that most AI-generated citations come from non-paid sources, with earned media playing a dominant role. Iskren introduces Generative Pulse, Muck Rack’s GEO monitoring solution, and explains the importance of measuring AI visibility through consistent, prompt-based tracking.
He also offers practical advice on communications measurement, including the need to establish frameworks before launching campaigns, focus on business outcomes rather than vanity metrics, and balance AI-powered efficiency with the human relationships that remain at the heart of successful media outreach.
About Muck Rack
Muck Rack is the AI communications platform where trusted data, human expertise, and embedded intelligence come together to drive clarity, speed and impact. Thousands of companies turn to Muck Rack to make sense of the media conversation around them and understand how their brand shows up in the news and in AI-generated answers. Muck Rack combines global media monitoring, Generative Engine Optimization (GEO) insights, social listening, trusted media data, AI automation, and analyst advisory to help organizations manage reputation, act quickly, and prove their impact across the PR workflow. Thousands of journalists also use Muck Rack’s free tools to showcase their work and analyze the news. Learn more at muckrack.com.
About Iskren Lilov
Iskren Lilov is the Global Marketing Manager of Muck Rack – the AI communications platform where trusted data, human expertise, and embedded intelligence come together to drive clarity, speed and impact. He is responsible for overseeing marketing activities across global markets, fostering strategic partnerships and communicating the value of media intelligence. Iskren is the author of the Circular Marketing Model™ that offers a paradigm shift for marketers in the age of AI, replacing the classic understanding of the funnel with a sustainable circular model. As one of the leading young voices in the industry, Iskren is also an author, GEO consultant for major brands, and university-level lecturer in strategic marketing and comms. He leads the AMEC Comms Taskforce and maintains an active role in collaborative initiatives throughout the media intelligence and communication industries. Prior to his current role, Iskren has experience in marketing, PR, and event management in the NGO and cybersecurity sectors.
Time Stamps
00:00 Welcome and Guest Intro
02:38 What Muck Rack Does
03:23 Global Reach Beyond US
04:19 PR Role in GEO Era
06:38 Getting PR to Lead GEO
08:45 Generative Pulse and GEO Metrics
11:00 Proving PR Value Without Vanity
13:37 Better Measurement Playbook
17:45 Finding Journalists With AI
19:35 Will AI Replace PR People
21:49 Rapid Fire and Wrap Up
Quotes
“”Impressions are not the number of people you've impressed." Very relevant to GEO visibility as well because impressions in isolation tell you nothing.” Iskren Liliv, Global Marketing Manager at Muck Rack.
Follow Eric:
Eric Frankel on LinkedIn: linkedin.com/in/iskren-lilov
Muck Rack website: https://muckrack.com/
Muck Rack on LinkedIn: https://www.linkedin.com/company/muckrack/
Follow Mike:
Mike Maynard on LinkedIn: https://www.linkedin.com/in/mikemaynard/
Napier website: https://www.napierb2b.com/
Napier LinkedIn: https://www.linkedin.com/company/napier-partnership-limited/
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Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547
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