The 2025 State of the Media Report shows us that while the media landscape is changing fast—with AI tools, new platforms, and less time—some things stay the same: journalists still want good stories, honest relationships, and useful information.
The 2025 State of the Media Report, released by Cision, is one of the most trusted annual reports that helps PR professionals, marketers, and businesses understand how the media world is changing. This year, over 3,000 journalists from across 19 countries shared their opinions. And the findings? Super helpful for anyone who wants their brand, product, or story covered in the news.
Here are three important takeaways from the report that everyone in PR or communications should know in 2025.
One thing is clear: if your pitch isn’t relevant, it will be deleted.
The report shows that 86% of journalists say they ignore emails and press releases that aren’t related to their topic or audience. On the other hand, 85% say they’re more likely to work with people who take time to introduce themselves—even when they’re not pitching anything.
Journalists are overloaded with emails.
They want pitches that are specific to their beat (like technology, fashion, health, etc.).
Building real connections still matters, but only if you respect their time and role.
Research the journalist before pitching. Make sure your topic fits their area of coverage.
Send a short, clear email that explains why your story is timely and useful for their readers.
Say hello without pitching sometimes. A kind message appreciating their work can go a long way in building trust.
This approach makes your emails more likely to be opened, read, and responded to.
Artificial Intelligence (AI) tools like ChatGPT are now being used by over 50% of journalists to help with research, writing headlines, or summarizing information. But here’s the twist: 72% are worried that AI could lead to false or misleading facts.
Many also said they’re unsure how much AI was involved in the press materials they receive. That’s a problem because they want to rely on trustworthy and accurate sources.
AI can help speed things up, but it can’t replace human fact-checking.
Journalists want to know if you used AI to write or support your press release.
Use AI tools carefully. It’s okay to get help from them, but always double-check the information.
Mention if AI was used in your process. For example: “Drafted with AI assistance, reviewed by [Your Name].”
Feed the AI with real data. If you’re using AI for writing, make sure it’s based on true facts, not guesses.
This helps build trust and ensures journalists see you as a reliable source.
Even with the rise of social media and AI,72% of journalists still find press releases helpful. But they prefer ones that are well-designed and include visuals, like charts, infographics, and images.
Also, when it comes to social media, the game has changed:
LinkedIn is the most popular platform for journalists worldwide.
In some regions, WhatsApp, WeChat, and newer platforms like Bluesky are getting more attention.
Journalists want press releases that are easy to read and visually engaging.
You need to know where your target journalists are active online, and share your news there too.
Include images, videos, and data in your press releases. Make it easy for journalists to grab the content they need.
Use one-click download links. Journalists don’t have time to go through multiple emails to find what they need.
Adjust your content by region. If you’re sharing your release on social media, use the platform that is popular in that location
This increases your chances of getting noticed and covered.
The 2025 State of the Media Report shows us that while the media landscape is changing fast—with AI tools, new platforms, and less time—some things stay the same: journalists still want good stories, honest relationships, and useful information.
If you want your news or brand to be seen:
Take time to know your audience (and the journalist’s audience).
Use AI smartly, but don’t forget the human touch.
Make your press releases more visual and engaging.
When you follow these simple but powerful tips, you’ll stand out in a crowded inbox—and build lasting media relationships that benefit your business in the long run.
