Another year, another Muck Rack "State of Journalism" report. And, as usual, it’s packed with insights that PR professionals should be paying close attention to. This isn't just numbers on a page—it's a window into how journalists think and how we can better support their work and strengthen our relationships. The 2025 report, which surveyed nearly 1,900 journalists, offers a snapshot of an industry that’s constantly evolving and adapting, and we need to keep up. Let's break down what's new, what's changing and what it all means for our PR strategies.
The Elephant in the Newsroom: Disinformation
It should come as no surprise that disinformation is the top concern for journalists, with 36% citing it as the most serious threat to the future of journalism. This isn't just around political conversations or the explosion of deepfakes; it spills over across all beats, including the tech world. For us, this should be a call to action—our pitches, the data we provide and the sources we offer must be credibly sourced and transparent. In a skeptical era, credibility is currency. PR pros who consistently deliver clear, verifiable information stand out.
Rise of the Machines: AI is Officially Mainstream
The robots are here, and they're...transcribing interviews. A whopping 77% of journalists are now using AI tools in their work. From ChatGPT to transcription services, AI is a fixture in the modern newsroom. For PR pros, the opportunity is clear: how do we make our content “AI-ready” so key messages survive the machine summary? Think clean transcripts, well-structured data, and crystal-clear key messages. If an AI is summarizing our press release, we want to make sure it gets the point.
The Pitch: Still Relevant, Still Hard to Get Right
Here's a number that brought me some comfort: 84% of journalists say at least some of their stories originate from PR pitches. We're a vital part of the ecosystem. But, the bar for a good pitch is higher than ever. The number one reason a pitch gets deleted? Irrelevance. A staggering 86% of journalists will toss a pitch that doesn't align with their beat.
The data also shows that 55% of journalists receive more than five pitches a day, a number that's on the rise. The takeaway is clear: the spray-and-pray approach is dead. The future belongs to the precise and the personal. It's time to double down on smaller, highly-curated media lists and personalized, relevant pitches.
Social Media and the Rise of the Indie Journalist
The social media landscape is in flux. For the first time, more journalists find Facebook valuable than X. However, for those of us in the B2B space, LinkedIn remains a platform of trustworthiness, with 60% of journalists rating it as credible. It's a reminder to meet journalists where they are and to invest our energy in the platforms that matter to our industry.
Perhaps one of the most interesting trends is the rise of the self-publishing journalist. A third of journalists are now publishing independently on platforms like Substack. These writers are often deep subject matter experts with dedicated, niche audiences. These writers bring niche expertise and loyal followings—ignore them at your peril. They belong on every smart media list.
So, What's the PR Play?
The state of journalism in 2025 is complex, but the path forward for PR professionals is surprisingly simple: be a partner. In a world of disinformation, be a source of truth. In an era of AI, provide easy-to-parse, immediately usable content. And in a time of overflowing inboxes, be the one who respects a journalist's time with a relevant, well-crafted pitch. The better we understand journalists’ challenges, the stronger the relationships we can build—and the more impactful the stories we’ll land.