Every year, Muck Rack’s State of Journalism report offers a valuable glimpse into how journalists are working, what they’re dealing with and what they need from us as PR practitioners. The 2025 report paints a picture of an industry under serious strain—disinformation is rampant, resources are tight and the rules for storytelling are changing fast.
For those of us in PR and communications, this isn’t just interesting context—it’s a reminder to adapt. If we want to truly connect with journalists and earn trust from today’s skeptical audiences, we have to rethink how we work.
Here are our biggest takeaways from the report:
Journalists Are Stretched Thin
Disinformation is journalists’ top concern, with shrinking trust in media and lack of funding proving to be major concerns, as well. Many reporters say they still love what they do, but they’re burned out. Nearly two-thirds are juggling more responsibilities than before, and more than a third have faced layoffs in the past year.
In PR, it’s easy to focus on getting our stories out. But we should also focus on supporting the people actually telling them. Relevance, respect, and real value should guide every pitch we send.
AI Is Changing the Game
More than three-quarters of journalists are now using generative AI for tasks such as transcribing, outlining and even drafting stories. For PR pros, this means that structure matters. Use clear subject lines. Break things down into bullet points. Make your emails easy to skim. If it’s not simple to digest, whether by a person or a tool, it probably won’t be read.
Platforms Are Shifting, and So Is Influence
X (formerly Twitter) is losing traction. Facebook and LinkedIn are gaining ground. LinkedIn, especially, has become one of the most trusted platforms for sharing and discovering news. Visual platforms like Instagram and YouTube are rising, too.
We’re also seeing more journalists take control of their own storytelling. About one in three now run newsletters or independent platforms, and 61% of them earn an income doing it. These aren’t just influencers; they’re credible voices with loyal followings. If you’re still only pitching traditional outlets, you might be missing key opportunities.
Trust Is the Whole Ballgame
Now more than ever, content is overflowing, but trust is in short supply. That puts a premium on authenticity. We can’t just blast out talking points and expect people to listen. We have to earn attention by being consistent, clear and genuinely useful.
Younger audiences are especially drawn to creators and independent voices rather than traditional outlets. They want transparency, plain language and honest context. If our pitches feel overly transactional, they’ll know and tune out.
That’s why it’s not just about the press release anymore. The most powerful moments of communication happen between announcements, when we show up, listen and build real relationships.
PR Still Drives Stories When We Do It Right
Despite all the noise, 84% of journalists say PR pitches lead to stories. But 86% say they’ll ignore a pitch if it’s off-topic. The takeaway? Do your homework. Be relevant. Keep it brief, make it timely, and back it up with sources or data.
Journalists say the biggest turn-off is a pitch that’s too promotional or completely misses the mark. That’s a fixable problem. Know who you’re reaching out to and make it worth their time.
Final Thought: Be Part of the Signal, Not the Noise
The media world is shifting. Journalists are stretched thin. Audiences are cautious. But that doesn’t mean PR’s role is shrinking. If anything, it’s more important than ever.
Let’s aim to be helpful, not just loud. Pitch smarter. Build real partnerships. And show up with something that actually adds value.