Greg Galant

Cofounder/CEO of @MuckRack & @ShortyAwards. Podcasting Member of X's and IG's first name club. Angel investor.

[Greg Galant @gregory]

Great advice from @mcuban on how CEOs should interact with journalists and do PR. From my full interview at https://t.co/Irpd6DDteG

[Greg Galant @gregory]

@GZuckerman Finally a good target company for Berkshire to invest all of that cash

[Greg Galant @gregory]

Validating: "the late Charlie Munger, was known to end the day with an episode of “Seinfeld” along with a good book. 'I do like a bunch of self-centered people making the wrong decisions,' Munger told an interviewer about the show. 'It’s not really about nothing.'" h/t @GZuckerman https://t.co/REKDXJ7EvR

[Greg Galant @gregory]

"I thought the perfection of rapid transit had been reached. We travelled at least eighteen miles an hour, when at full speed, and made the whole distance averaging probably as much as twelve miles an hour. This seemed like annihilating space." -Ulysses S. Grant

[BRIDGE Summit @WMediaBridge]

Shaping the future of media, one story at a time.

Gregory Galant, co-founder and CEO of @muckrack, is redefining how PR, journalism, and technology intersect, powering the workflows of top brands and thousands of journalists with AI-driven tools.

An early podcaster, serial entrepreneur, and creator of The Shorty Awards, Greg continues to influence the conversations shaping our digital world, from remote work to the evolution of modern storytelling.

Meet @gregory at BRIDGE Summit.

📍 Abu Dhabi National Exhibition Centre (ADNEC Centre)
🗓 December 8–10, 2025

Register now: https://t.co/1NtJDKTGjG

#WorldMediaBRIDGE
#BRIDGESummit

[Christine Spang @spang]

“The next frontier is influencing LLMs… Every entrepreneur needs to think about how to get LLMs recommending their company.”

In this episode of Platform Builders, I sat down with @gregory, CEO of @muckrack, to talk about how PR is evolving into marketing's secret weapon. In an AI-first world where what LLMs recommend is what people trust, where you get your media mentions matters.

We cover a bunch of topics from Greg's experience building Muck Rack:
→ Why brand mentions > backlinks
→ What “Generative Engine Optimization” (GEO) actually means
→ How earned media is shaping AI-driven search
→ The journalism history that inspired the Muck Rack name

Greg also shares how he helped social media go viral before it had a name, launched a podcast ad network a decade too early, and bootstrapped Muck Rack to $50M ARR before raising a cent.

Link to listen in thread.

[SmartNews @smartnews]

A new @MuckRack study found:

ℹ️ News stories influence AI outputs
ℹ️ 89% of news citations are earned media
ℹ️ Journalistic sources make up 49% of “up-to-date” queries
ℹ️ ChatGPT prioritizes recent content the most

AI depends on credible reporting.

https://t.co/qNzjktjduh

[Muck Rack @muckrack]

As tools like ChatGPT, Claude and Gemini become the first stop for information-seekers, how AI describes your brand is starting to reshape reputation, trust and visibility.

Meet Generative Pulse: the first PR-specific tool built to help communicators understand and shape how their brand is portrayed in AI-generated answers.

Generative Pulse is grounded in new Muck Rack research, What Is AI Reading?, which analyzed over 1 million links cited by AI tools. Findings include 95% of AI citations are from non-paid sources and 89% are earned media. Generative Pulse gives comms teams the insight and actionability they need to lead in the age of generative search.

With Generative Pulse, you can:
🔎 Track share of voice across LLMs
🧑‍💻 Identify top-cited journalists and outlets
🔗 See the exact URLs AI pulls from
📢 Take action directly inside your Muck Rack workflow

If you’re not showing up in AI-generated answers, you’re not showing up at all.

Learn more about Generative Pulse today: https://t.co/QhTEv0JT3B

[Greg Galant @gregory]

If your CEO doesn't know about GEO, it's time for a talk

[Greg Galant @gregory]

@PRcarly @ACEdge @matthewmarley @muckrack @PatrickCoffee Let’s go with LLMFAO then

[Carly Martinetti @PRcarly]

BREAKING: @muckrack analyzed the citations for a MILLION realistic user prompts into LLMs and if you’re a PR pro, you NEED to know the results and implications:

BACKGROUND:
Per @PatrickCoffee's WSJ article from yesterday, although only around 5.6% of U.S. [desktop] search traffic went to LLMs last month, that’s more than QUADRUPLE what it was in Jan 2024.

And this trend will only accelerate.

BACK TO MUCK RACK’S FINDINGS:
• 37% of results cited content NOT owned by the company/product in the search
• 27% cited news sites/journalistic publications
• 2% cited social media/marketing content and only 1% citing press releases

And get this:
A key difference between AI-generated search results and traditional SEO is that paid marketing and sponsored links rarely populate (per @emayhawk reporting at @axios)
Let me repeat that: AI is completely ignoring all that sponsored content masquerading as real journalism.

WHAT THIS MEANS:
Brands have spent the last decade buying their way into "earned-looking" content. Native advertising. Sponsored posts. Advertorials pretending to be editorial.
And then AI came along and said: "Yeah, we're not citing any of that."

Meanwhile, outlets that have never “sold out their editorial souls” such as Reuters, AP., FT, etc., are the ones AI trusts.

One more wild stat, per the report: 96% of what AI cites falls squarely in PR territory. Not marketing. Not advertising.

PR.

THE NEW REALITY:
The brands winning in AI search will be the ones who earn their citations through genuine third-party validation… NOT those who buy them through increasingly “sophisticated” paid placements.

We're not just seeing a new type of SEO; we're seeing the revenge of EARNED PR and REAL journalism.

And if you ask me, it's about damn time.

[Greg Galant @gregory]

@ACEdge @PRcarly @matthewmarley @muckrack @PatrickCoffee I was calling it LLMEO for a while but finally gave into using the emerging standard GEO. But many are saying AIO and AEO. Jury is still out on the final term for this.

[Greg Galant @gregory]

An AI won’t take your SaaS. A SaaS that uses AI will take your SaaS.

[Greg Galant @gregory]

It should be OOP. Off Of Phone.

[Harry Stebbings @HarryStebbings]

I am really sorry but in the year 2025 the idea of putting OOO on email autoresponder is insane.

You have a phone, keep emailing. 😂

[Greg Galant @gregory]

GEO>SEO

[Greg Galant @gregory]

@lessin I like the sound of that!

[Muck Rack @muckrack]

🚨 Crisis Management Lessons from SXSW 2025 🚨

From leadership transparency to the evolving impact of cancel culture, crisis management was a hot topic at SXSW 2025. Industry leaders, including @MollyMcPherson, Eleanor Hawkins, and Laura Barganier, joined @gregory to share actionable insights on navigating high-stakes situations.

💡 Key Takeaways:
✅ Leaders should communicate strategically—timing and authenticity matter.
✅ Sometimes "no comment" is better than legalese—transparency builds trust.
✅ Cancel culture isn’t gone, but a strong audience can be your safety net.

Crisis comms is evolving—are you ready? Read a full panel recap and watch it on-demand here: https://t.co/KVUko9tan2?

[Greg Galant @gregory]

@AlisaCohn Be sure to cover how to find the best free coffee. ☕️

[PRWeekUS @PRWeekUS]

The winner for Best PR Software or AI Platform at the PRWeek Awards is @MuckRack! #PRWeekAwardsUS

[Muck Rack @muckrack]

🚀 We’ve landed at #SXSW!
For the fourth year in a row, Muck Rack is the trusted tech partner for media coverage at the festival, and we can’t wait to connect with PR pros, journalists & media leaders.
📍 Stop by our Press Suite at Hilton Austin (Room 615AB)
🎤 Don’t miss our Crisis Management Panel on March 8 at 2:30 PM
🍸 Join us for our Off the Record event
Let’s make this a SXSW to remember. See you soon! 👋

[Greg Galant @gregory]

So true

[Dan Primack @danprimack]

Interesting from @saranormous: even if there was no more AI research, we’d have 20 years of work on what’s already been built.

In other words, even without further exploration there is so much to exploit.