Muck Rack has launched a powerful new AI-driven tool designed to revolutionize media monitoring and reporting for PR teams nationwide. The Curation Engine, unveiled on April 28, instantly replaces the decades-old Boolean search method, aiming to save PR professionals more than four hours weekly currently spent on manual media analysis.
PR teams traditionally rely on Boolean strings—complex search commands—to filter news coverage, which requires painstaking review of sentiment, relevance, and prominence on an article-by-article basis. Muck Rack’s new AI technology automates these tasks, delivering ready-to-analyze data with little to no manual intervention.
AI Curates Media Coverage with Precision
The Curation Engine uses plain language inputs provided by users—such as brand definitions, key competitors, spokespeople, and themes—to automatically sort incoming media stories by their relevance and sentiment. It labels coverage as approved or rejected and applies detailed tagging across campaigns, entities, and topics instantly.
Importantly, the engine scans each article to assess sentiment on an entity level, introducing a new “Balanced” category to highlight nuanced media mentions that aren’t strictly positive or negative. Coverage is also classified by prominence as “Primary,” “Significant,” or “Passing,” showing how central a brand or subject is within a story.
Cutting Hours from PR Reporting Workflows
According to Muck Rack’s 2025 State of PR Measurement report, PR teams spend over four hours every week on routine reporting tasks. Gregory Galant, cofounder and CEO of Muck Rack, emphasized the need for technology to take over these manual efforts.
“PR teams were never supposed to be experts in Boolean,” said Gregory Galant. “If we want to improve measurement, we need to push our technology harder to do it for us.”
By removing the need for Boolean strings, the Curation Engine streamlines media evaluation, enabling PR professionals to focus on strategy and storytelling rather than data wrangling.
Who Can Access the New AI Engine?
The tool is currently available to customers using Muck Rack Brand Premier and Media Intelligence services. Organizations interested in automating their media reporting efforts can request a demo directly through Muck Rack’s website.
As AI reshapes media monitoring, the company also offers educational resources like AI for PR & Communications and an AI Learning Path for Media Relations Specialists to help PR teams adapt quickly to this new paradigm.
Why It Matters for PR Teams Across the US
This breakthrough signals a major shift in how public relations work is measured and performed across the United States, including North Carolina’s growing communications and tech sectors. With media coverage expanding rapidly across digital channels, tools like Muck Rack’s AI engine are essential for cutting through noise and delivering actionable insights fast.
PR teams juggling multiple brands, campaigns, and media outlets will benefit from fewer manual processes and faster, more reliable data. The Curation Engine promises to make media analysis more accessible to practitioners without deep technical expertise, pushing the industry’s measurement capabilities to new heights immediately.
The NC Voice will continue to track deployment and impact of AI technologies in PR and communications as this story develops.
