AI and PR: The Future of Media Engagement with Iskren Lilov, Muck Rack

Episode notes

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.