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.