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

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/   If you enjoyed this episode, be sure to subscribe to our podcast for more discussions about the latest in Marketing B2B Tech and connect with us on social media to stay updated on upcoming episodes. We'd also appreciate it if you could leave us a review on your favourite podcast platform. Want more? Check out Napier’s other podcast - The Marketing Automation Moment: https://podcasts.apple.com/ua/podcast/the-marketing-automation-moment-podcast/id1659211547