Cision, the global leader in consumer and media intelligence, has unveiled its 16th annual State of the Media Report, providing critical insights into the evolving relationship between journalists and PR professionals. This year's report, which surveyed over 3,000 journalists across 19 global markets, dives deeper than ever before into the dynamics shaping modern journalism. The findings reveal the pressures and opportunities that are influencing the media landscape, from AI disruption to the continued demand for relevance, accuracy, and genuine human connection in PR outreach.

As the media landscape continues to shift at an unprecedented pace, the 2025 State of the Media Report offers valuable guidance for PR teams navigating these changes. In particular, it emphasizes the importance of precision, empathy, and adaptability in an era where journalists face mounting pressures and audience behavior becomes more fragmented.

Insights from the 2025 Report

1. Relevance is Key

One of the most striking takeaways from the 2025 report is the critical importance of relevance in PR outreach. A staggering 86% of journalists report that they will immediately reject a pitch that is not aligned with their beat or audience. This underscores the need for PR professionals to do their homework and tailor every outreach to the journalist's specific focus. As Jim Daxner, Chief Product Officer and Head of Strategy at Cision, emphasizes, “PR teams must focus on precision to become valuable collaborators in a rapidly evolving media environment.”

2. Press Releases Remain Essential

Despite the rise of digital media and AI-generated content, 72% of journalists still consider press releases the most useful resource PR teams can offer. The report highlights that when press releases are paired with multimedia content, their impact is significantly amplified. PR teams that leverage a mix of text and visual content are better positioned to capture journalists' attention in an increasingly cluttered media landscape.

3. AI Adoption and Caution

The report also sheds light on the growing role of AI in content creation. Over half of journalists globally now use generative AI tools like ChatGPT to assist with their work. However, 72% of journalists expressed concerns about factual inaccuracies in AI-generated content. Transparency and human oversight remain essential to maintaining the credibility and accuracy of PR messaging. PR teams are advised to be cautious when incorporating AI tools into their workflows, ensuring that all content is fact-checked and aligned with journalistic standards.

4. Building Strong Relationships with Journalists

Despite technological advancements, the most effective way to build a relationship with journalists is still rooted in personal connection. 85% of journalists report that the best way to establish a rapport is simply to introduce yourself via email—even without an immediate story to pitch. This highlights the ongoing importance of relationship-first PR, where building trust and credibility is a long-term investment. PR teams should focus on nurturing genuine relationships with journalists over time, rather than relying solely on transactional pitches.

5. Social Media Usage is Fragmented

The 2025 report reveals that while LinkedIn remains the most-used social media platform globally, the use of region-specific platforms is growing. WeChat dominates in China, while WhatsApp is widely used across EMEA, and BlueSky has gained traction in North America. PR teams should be mindful of these regional variations and tailor their social media strategies accordingly to engage effectively with journalists in different markets.

A Global Perspective on Media Trends

The 2025 State of the Media Report highlights the need for PR professionals to understand the unique media dynamics of different regions. For example, APAC markets are embracing AI more rapidly, while North America remains focused on media trust and credibility. PR teams must balance global best practices with regional realities to craft strategies that resonate across diverse media environments.

The report also provides tactical guidance on best practices for pitching, multimedia preferences, AI use in content creation, and building long-term media relationships in a digitally fragmented world. These insights will help PR professionals adapt their strategies to meet the evolving demands of journalists and ensure successful media engagement.

Dr. Kathy Bloomgarden, CEO of Ruder Finn, was recently honored with two major accolades for her exceptional leadership and groundbreaking contributions to the public relations industry. On May 6th, 2025, she was awarded the Outstanding Individual Achievement at the PRovoke SABRE Awards, followed by her recognition as a 2025 Pinnacle Award Honoree at the Medical Marketing + Media (MM+M) Pinnacle Awards on May 7th, 2025.

Both awards underscore Bloomgarden’s lasting impact on the industry, particularly in driving global growth, innovation, and the adoption of new technologies in communications. As CEO of Ruder Finn, one of the world’s largest independently owned PR agencies, Bloomgarden has been a trailblazer, leading her agency into new markets and pioneering cutting-edge practices like AI integration and data infrastructure optimization.

Ruder Finn’s Global Growth Under Kathy Bloomgarden’s Leadership

Since taking the helm of Ruder Finn, Kathy Bloomgarden has spearheaded multiple groundbreaking initiatives, helping the agency expand its footprint and influence worldwide. Under her leadership, Ruder Finn launched its China office, built a strong healthcare practice, and introduced rf.TechLab, a technology innovation hub. These initiatives, among others, have played a crucial role in positioning Ruder Finn as a forward-thinking agency ready to adapt to the evolving demands of the global market.

Bloomgarden’s vision of the future of public relations has positioned Ruder Finn as an agency at the intersection of traditional communications and emerging technologies. This forward-looking mindset has made Ruder Finn a key partner for global clients navigating economic uncertainty and geopolitical tensions. Kathy’s ability to stay ahead of trends, like the rise of AI, has been a significant factor in the agency’s success.

Leading Innovation with AI and Data Infrastructure

Kathy Bloomgarden’s commitment to innovation is perhaps best exemplified by her leadership in artificial intelligence (AI) adoption. When OpenAI released ChatGPT, Ruder Finn was already ahead of the curve, preparing its clients for the new AI landscape. Bloomgarden has consistently brought together industry leaders to shape strategies for building AI-ready data infrastructures and addressing challenges such as LLM hallucinations.

In the past year, Bloomgarden established the RF AI Advisory Council, which is led by the former Head of Go-To-Market at OpenAI, ensuring Ruder Finn stays at the forefront of AI advancements. The agency also introduced rf.aio, a tool designed to optimize large language models (LLMs) at scale, offering brands a more efficient way to utilize AI technology.

As a result, Ruder Finn has become a leader in AI-driven communications, helping brands navigate the complexities of this fast-evolving technology while simultaneously driving industry conversations on AI’s ethical use and impact.

Praise from Industry Leaders

Kathy Bloomgarden’s leadership has earned her the admiration of many in the communications and PR industries. John Chambers, former Executive Chairman and CEO of Cisco Systems, lauded Bloomgarden for her exceptional ability to navigate challenges and seize opportunities. “Every time, without exception, she and her team execute flawlessly,” Chambers said. “She’s wicked smart and is able to read her client’s strengths and limitations and adjust appropriately to handle the most exciting and challenging opportunities.”

Michael Schubert, long-time Chief Innovation Officer at Ruder Finn, echoed this sentiment, saying, “Kathy is the reason I am still at Ruder Finn today. While I may have ‘Innovation’ in my title, she has it in her soul.” Schubert praised Bloomgarden for her ability to put PR in the C-suite and redefine how communications can be a powerful driver of innovation.

Kathy Bloomgarden's Vision for the Future

Bloomgarden’s approach to PR is rooted in anticipating trends and acting decisively to shape the future. Whether through the launch of Ruder Finn’s AI Advisory Council or the development of cutting-edge tools like rf.aio, Bloomgarden is positioning her agency—and the broader PR industry—to harness the transformative power of technology.

In accepting her awards, Kathy Bloomgarden shared her optimism for the future of communications. “We are in the midst of a pivotal moment for our industry,” Bloomgarden said. “It’s the communications function that is instrumental to the adoption of new technologies for the future. I am profoundly optimistic about our collective abilities to accelerate innovation and I’m excited to be a part of it.

MikeWorldWide (MWW), the leading reputation-first communications agency in the U.S., has achieved a landmark recognition by being named the most awarded PR agency at the 2025 American Business Awards®. This distinction includes receiving a Grand Stevie Award, reflecting the agency’s outstanding execution, cultural relevance, and strategic foresight across multiple brand campaigns and categories.

Award-Winning Achievements and Campaign Highlights

• Top Honors for Agency Excellence

  • Gold Stevie for Company of the Year - Advertising, Marketing & PR

  • Bronze Stevie for Public Relations Agency of the Year

  • Recognition across multiple campaign-specific categories, reinforcing MWW’s leadership in integrated, content-driven, and crisis-focused communication.

• Kentucky Derby: 150 Campaign

  • Fused tradition with modern storytelling for a historic year

  • Gold Stevie: Communications/PR Campaign of the Year - Sport

  • Silver Stevie: Communications/PR Campaign of the Year - Integrated Communications

• Nikon Creators Camp Campaign

  • Empowered emerging creators and highlighted Nikon’s modern relevance

  • Gold Stevie: Brand Experience of the Year - Consumer

  • Bronze Stevie: Branded Content Campaign of the Year

  • Bronze Stevie: PR Campaign of the Year - Content Marketing

• Red Lobster Crisis & Reputation Campaign

  • Delivered expert counsel and protected brand trust during critical challenges

  • Gold Stevie: PR Campaign of the Year - Brand/Reputation Management

  • Gold Stevie: PR Campaign of the Year - Issues Management

  • Gold Stevie: PR Campaign of the Year - Crisis Communications (Online)

MikeWorldWide’s sweep at the 2025 American Business Awards underscores its role as a pioneer in culturally aware, results-driven PR. The agency’s ability to combine strategic insight with exceptional execution continues to define its influence on brand reputation, stakeholder trust, and modern communication. CEO Michael Kempner credits this success to the team's foresight and disciplined creativity, which consistently produces award-winning, culture-shaping outcomes.

In a major move to reshape the future of home service marketing, Florida-based digital marketing leader Mr. Pipeline has acquired GutterWise Marketing, a rising force in AI-powered lead nurturing for the rain gutter industry. This acquisition gives birth to Customer Closer, a new entity designed to help home service businesses lock up more jobs by combining intelligent lead generation with advanced automation and AI-driven engagement strategies.

Strategic Highlights of the Customer Closer Launch

• A Strategic Acquisition with Complementary Strengths

  • GutterWise brings advanced automation and lead nurturing to the table.

  • Mr. Pipeline contributes its expertise in SEO, Paid Ads, Web Design, and Live Chat.

  • Together, they form a unified powerhouse built to serve home service providers.

• From Lead Generation to Lead Conversion—All in One Platform

  • Customer Closer ensures leads don’t just arrive—they convert and remain engaged.

  • Combines AI with automation to optimize every stage of the customer journey.

  • Enhances ROI by maximizing value from existing databases and cold prospects.

• Empowering Home Service Businesses with Technology

  • Tools designed to nurture leads, reactivate dormant databases, and pursue cold outreach.

  • Increases closed job rates through automated engagement workflows.

  • Supports sustained growth with minimal manual intervention.

• A Shift Toward AI Integration in the Industry

  • Reflects a growing trend of AI adoption in home services.

  • Provides businesses with a competitive edge in a crowded marketplace.

  • Establishes a new industry benchmark for tech-enabled marketing and customer retention.

The creation of Customer Closer marks a pivotal moment for home service businesses aiming to scale efficiently. By merging Mr. Pipeline’s lead generation strength with GutterWise’s automation technology, the new platform is set to redefine customer acquisition and retention. As AI continues to permeate the industry, Customer Closer positions itself as the go-to growth engine for service providers looking to close more jobs and outperform competitors.

MJH Life Sciences®, North America's largest privately held, independent full-service medical media company, has announced its acquisition of NewBeauty®, the premier beauty and wellness media brand previously owned by SANDOW Media. This strategic move brings together MJH’s clinical authority and NewBeauty’s consumer influence, redefining the future of aesthetics, wellness, and health communication.

Highlights of the Acquisition

• NewBeauty: A Trusted Authority in Beauty and Wellness

  • Established in 2005, NewBeauty offers expertly curated content across print, digital, and experiential channels.

  • The brand is renowned for TestTube® and BeautyPass®, immersive programs engaging beauty-conscious consumers.

  • Collaborates closely with certified dermatologists, plastic surgeons, and dentists to deliver credible, expert-driven content.

• Strategic Synergy Between Clinical Expertise and Consumer Media

  • MJH’s healthcare communication capabilities strengthen NewBeauty’s editorial integrity and scientific insight.

  • Enhances the credibility of beauty content by aligning it with medically reviewed and clinically supported information.

  • Combines inspiration and information, offering a complete 360-degree perspective on beauty, skincare, and wellness trends.

• Expanding Reach and Engagement Opportunities

  • Opens up new avenues for digital, experiential, and professional education initiatives.

  • Brands gain access to a broader and more diverse audience—ranging from healthcare professionals to beauty consumers.

  • Creates cross-platform opportunities that integrate NewBeauty’s lifestyle content with MJH’s specialty medical verticals.

• Aligned with MJH’s Growth and Vision

  • Supports MJH’s mission to deliver specialized, high-impact media across multiple sectors.

  • Strengthens MJH’s positioning in the aesthetics and wellness landscape.

  • Backed by strategic support from BDT & MSD Partners, reinforcing long-term investment in innovation and expansion.

The acquisition of NewBeauty® by MJH Life Sciences® represents more than a portfolio expansion—it is a transformative step toward integrating medical accuracy with consumer beauty aspirations. With both companies bringing unique strengths to the table, this partnership is set to reshape how information and influence converge in the evolving world of health, aesthetics, and wellness.

Maybacks Global Entertainment, a subsidiary of Authentic Holdings, Inc., has officially launched the iDreamCTV App in partnership with Whale TV, unlocking access to over 180 million users across smart TVs and digital devices worldwide. With strategic integrations and a robust revenue-sharing model, this collaboration is set to redefine content delivery and monetization for connected TV (CTV) platforms.

Highlights of the iDreamCTV and Whale TV Partnership

• Massive Global Reach via Whale TV Ecosystem

  • The iDreamCTV App is now accessible through Whale TV’s expansive digital network.

  • Distribution spans major CTV/OTT platforms:

    • Roku (48% market share)

    • Amazon Fire TV (28%)

    • Apple TV (8.5%)

    • Android TV via Google Play

  • iDreamCTV will appear as a featured app alongside top names like Netflix, Sky+, and Pluto TV.

• Revenue Generation Through FAST and VAST Integration

  • Maybacks’ FAST channel and VAST tag advertising are now embedded within the app.

  • Enables real-time monetization through ad partnerships with premium global advertisers.

  • Partnership facilitates shared advertising revenue, expanding long-term growth potential.

• Strategic Advantage for iDreamCTV’s Market Positioning

  • Featured visibility on Whale TV-connected devices enhances brand exposure.

  • Reinforces Maybacks’ status as a preferred content provider within a competitive streaming environment.

  • Supports Maybacks’ larger goal to drive scalable monetization for original and licensed content.

• Leadership Commentary and Future Vision

  • Chris Giordano, President of Authentic Holdings, emphasizes the significance of this launch as a catalyst for revenue and user growth.

  • Maureen Cooper, Director of Programming, sees this as a strategic inflection point to increase U.S. market penetration.

  • More strategic partnerships are expected to be announced soon to further expand the iDreamCTV ecosystem.

The launch of the iDreamCTV App through Whale TV's vast global ecosystem marks a major milestone for Maybacks Global Entertainment and its parent company, Authentic Holdings. By combining wide-scale distribution with an integrated ad monetization strategy, this partnership strengthens iDreamCTV’s position in the evolving digital media landscape and sets the stage for significant revenue and viewer growth. Investors and stakeholders can anticipate further announcements as Maybacks enters a high-growth phase.

Retail media continues to be one of the most rapidly expanding sectors in digital advertising. However, despite its growth potential, advertisers face significant hurdles when navigating the fragmented and complex buying landscape. Koddi, a leading player in retail and commerce media technology, has released its “State of Programmatic Retail Media” report, offering critical insights from senior media buyers at top brands and agencies across the U.S. The findings highlight a growing demand for Demand-Side Platform (DSP) access to simplify processes and encourage greater investment in retail media.

Findings and Implications from Koddi’s 2025 Report

1. Complexity in Buying Is a Barrier to Growth

• 61% of respondents agree that “buying retail media can be painful.”

• Fragmentation and the need to engage with multiple retail media networks create inefficiencies.

• The lack of a unified platform limits scalability and discourages larger media buys.

2. DSP Access as a Game-Changer

• 93% of advertisers say they’d shift more non-retail media budgets into retail media if DSP access were available.

• 96% of brands and agencies plan to buy or consider buying on-site retail media through a DSP.

• DSPs provide the seamless integration brands and agencies are used to when buying across other digital channels.

3. Demand for Consolidation

• 79% of media buyers believe brands will need to consolidate retail media partners in the near future.

• Consolidation can improve operational efficiency and ease media planning.

• DSPs offer a singular point of access, which aligns with agency infrastructure.

4. Operational Efficiency and Cost Savings Drive Demand

• 80% of respondents cited ease and efficiency as top reasons to shift budget to DSP-enabled retailers.

• Programmatic access enables unified buying, analytics, and reporting—lowering costs and reducing time-to-campaign.

5. A Call for Interoperability, Not Commoditization

• While streamlined access is a priority, brands don’t want to lose the premium value of retail media.

• The goal is not to commoditize inventory but to allow brands to activate and measure campaigns alongside broader media efforts.

• By offering DSP access, retailers can retain control while still attracting deeper advertiser investment.

Koddi’s report sends a clear message to the retail media ecosystem: the future lies in simplification, interoperability, and unified access. As more brands and agencies seek operational efficiency, the call for DSP integration is growing louder. Retailers that embrace DSP access won’t just meet demand—they’ll unlock incremental revenue and cement their position in the evolving ad tech landscape. Koddi, through its comprehensive platform, is enabling this transformation, empowering retailers to provide both control and accessibility in a rapidly shifting media environment.

Lucidya, the AI-powered, unified customer experience management (CXM) platform, has made significant strides in enhancing its leadership team. As part of the company's rapid expansion into new markets, CEO and founder Abdullah Asiri recently introduced several key appointments to strengthen its executive leadership. These strategic hires include experts in finance, marketing, engineering, people and culture, and business development, each bringing invaluable global experience to help scale Lucidya’s operations and accelerate growth.

Executive Appointments at Lucidya

1. Sisir Das as Chief Financial Officer (CFO)

• Background: Sisir joins Lucidya with a distinguished background in finance. He has held prominent roles at top firms such as Bank of America, Capgemini, and Sprinklr. His expertise spans finance operations, strategy & FP&A, and business transformation.

• Role at Lucidya: As CFO, Sisir will oversee the company's financial strategy, ensuring robust growth through strategic cost optimization and P&L management. His experience in IPO readiness will be invaluable as Lucidya positions itself for future public listing.

2. Yara Milbes as Vice President of Marketing

• Background: Yara Milbes brings over 20 years of marketing expertise. Her previous leadership roles include serving as the Global VP of Marketing at CEQUENS and Global Marketing Director at Infobip.

• Role at Lucidya: Yara will lead the marketing strategy, with a focus on expanding Lucidya’s brand presence globally. Her experience with international markets will play a critical role in scaling Lucidya’s operations.

3. Anand Saurabh as Vice President of Engineering

• Background: Anand Saurabh has an impressive background in product engineering, having previously served as VP of Product Engineering at Sprinklr, contributing to the company’s growth to a $3.5 billion IPO. He also held senior roles at Infosys and Deloitte.

• Role at Lucidya: Anand will drive Lucidya's engineering and product development, focusing on innovation to further enhance the AI-powered CXM platform and its capabilities.

4. Hisham Mosmar as Director of People and Culture

• Background: Hisham Mosmar brings extensive experience in building high-performance cultures, previously serving as Director of People at Careem, Kavak, and Al-Futtaim.

• Role at Lucidya: Hisham will develop Lucidya’s talent strategy, ensuring the company attracts and retains top-tier talent as it continues to grow rapidly in new markets.

5. Ziyad Binsulaiman as Director of Business Development

• Background: Ziyad Binsulaiman has an established background in business development, previously serving as Commercial Director at Marn, a fintech company under Jahez International.

• Role at Lucidya: Ziyad will spearhead business development initiatives, building strategic partnerships to fuel Lucidya’s market expansion.

Lucidya’s new leadership team is a clear signal of the company’s commitment to accelerating its growth and global expansion. With the addition of top-tier talent from multinational organizations, Lucidya is well-positioned to scale faster and gain a competitive edge in the AI-driven CXM space. Each new executive brings a wealth of knowledge and experience that will be pivotal in shaping the company’s future success, from optimizing financial operations to driving product innovation and expanding global brand presence.