Cision 2025 State of the Media Report. Credit: Cision.
Oct. 6, 2025
Cision’s 2025 State of the Media Report reveals what journalists want most from PR professionals
CHICAGO – Cision has released its 16th annual State of the Media Report, revealing insights from more than 3,000 journalists across 19 global markets. The 2025 report highlights how authenticity, relevance and human connection are crucial to successful media relationships, even as technology continues to reshape the communications world.
This free report provides PR professionals with a data-driven source to improve media outreach, strengthen audience relationships and adapt to ever-evolving technology. It shows that journalists are facing significant challenges regarding growing concerns over misinformation and reliability but they still look to PR professionals for support in credible storytelling.
Among the most striking takeaways from the report, statistics show 85% of journalists prefer an introductory email before receiving a pitch and 72% say press releases are the most valuable content they can receive from PR professionals. The most common reason pitches are rejected is lack of relevance and many journalists emphasize the importance of including data as a source of credibility.
Over half of journalists now use Artificial Intelligence to aid in research, transcription and outlining, but many remain skeptical of PR professionals using AI to generate content. There are growing concerns about factual errors and loss of authenticity through the use of AI. Cision’s report emphasizes responsible usage of AI through verifying information, disclosing AI use, and maintaining human oversight.
“Technology can supplement the process, but it can’t replace the credibility and authenticity that are behind effective media relationships,” said Cision’s CEO Guy Abramo. “Our 2025 report proves that genuine storytelling is what drives meaningful connections between brands and communicators.”
The annual State of the Media Report connects PR professionals and journalists, providing insight into journalistic behaviors and expectations to build stronger, more credible relationships. The 2025 report reflects feedback from 3,126 journalists across 19 markets, providing a well-rounded perspective.
Cision continues to promote data-driven decision-making and a transparent, collaborative media landscape. With resources like CisionOne and PR Newswire, the company supports thousands of PR professionals giving companies the ability to authentically share their stories and better connect with their target audiences.
The 2025 State of the Media Report is available for free download at 2025 State of the Media Report | Cision.
