Cision's 2025 State of the Media Report: Key Trends in Trust, Technology, and PR-Journalist Collaboration
Cision has released its 16th annual State of the Media Report, based on insights from over 3,000 journalists across 19 global markets. This report highlights the challenges and opportunities shaping journalism today, including evolving audience behavior, AI's role in content creation, and the growing importance of trust and human connection in PR outreach.
For PR and communications professionals, the report offers clear guidance on how to build effective, trusted partnerships with the media amid these changes.
Why This Matters for PR Professionals
Journalists face increasing pressure to deliver accurate, relevant stories to fragmented audiences while adapting to AI tools that are changing content workflows. At the same time, the demand for genuine human relationships with PR teams remains strong. This creates a need for PR pros to sharpen their approach, focusing on precision, empathy, and flexibility.
Top Insights from the 2025 Report
- Relevance is Critical: 86% of journalists say they will reject pitches that don’t align with their beat or audience. This reinforces the importance of thorough research and customized outreach.
- Press Releases Retain Value: Despite new media trends, 72% of journalists still find press releases the most useful resource from PR teams. Including multimedia boosts their effectiveness.
- AI Use is Growing, But Caution Remains: Over half of journalists use generative AI tools like ChatGPT, yet 72% express concerns about factual accuracy in AI-generated PR content. Transparency and human oversight are essential.
- Relationships Come First: 85% of journalists say the best way to build a relationship is simply to introduce yourself via email, even without a story pitch. Genuine connections matter more than ever.
- Social Media Use Varies by Region: LinkedIn is the most used platform globally, while regional platforms like WeChat (China), WhatsApp (EMEA), and BlueSky (North America) highlight the need to adapt social engagement strategies.
Global Perspectives for Smarter PR Strategies
The report covers insights from North America, EMEA, and APAC, showing distinct regional trends. For example, APAC is adopting AI tools rapidly, while North America emphasizes media trust and credibility. PR teams can use these findings to fine-tune their strategies based on geography, while following universal best practices.
Along with the report, Cision will soon host a live webinar featuring media experts and journalists for a deeper discussion of the findings. Details will be shared shortly.
About Cision
Cision is a global leader in consumer and media intelligence, providing tools that help PR and communications professionals connect with their target audiences effectively. Their products, including CisionOne, Brandwatch, and PR Newswire, serve over 75,000 organizations worldwide, including 84% of the Fortune 500.
For PR professionals looking to stay ahead in a changing media environment, understanding these insights and adjusting outreach accordingly is crucial.
To explore practical AI and communication courses relevant for PR pros adapting to new technologies, consider visiting Complete AI Training's courses by job.
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