Raina Lazarova, of Muck Rack and AMEC, on what AI is really reading

Kevin Lee interviews Raina Lazarova, VP of Global Insights at Muck Rack and Chair of AMEC, about what AI is really reading and how that reshapes PR and communications strategy. Raina shares fresh research showing that earned media drives 84% of AI citations, explains why journalistic and niche outlets punch above their weight in large language models, and makes the case for the revival of the press release in the AI era. They dive into authority, recency, creator journalism, AI licensing deals, and AMEC’s new GEO measurement principles, all with a clear warning: don’t turn AI visibility into the next vanity metric—focus on impact, relationships, and the increasingly human side of communications in an AI‑driven world.