Cision：全球消费者与媒体情报及传播解决方案

about PR's next frontier CISION Table of Contents About the State of the Media Report Building better partnerships Next steps: Takeaways for PR Key findings Methodology Inside the newsroom: How journalists work today About the2026 State of theMedia Report communications professionals around the world have trusted Cision'sState of the Media Report to be their essential guide to a rapidlychanging media landscape. understand what they want and need from the PR professionalsthey work with. We went beyond simply reporting the data toprovide in-depth insights and actionable takeaways for mediarelations professionals.The result is an exclusive analysis of what it takes to forge stronger storytelling - at a time when it's needed most. Key findings journalist is a multi-platform content creator Resource pressuresare reshaping thenewsroom and increasingreporter reliance on PR Accuracy vs.misinformation isjournalists'biggestchallenge 47% of journalists also contribute to adigital site, 35% to media ownedchannels, 29% to personal channels,23% to newsletters, and 22% to podcastsWith journalists feeding multiple formatsand audiences, PR teams must thinkbeyond traditional coverage andconsider how stories could translate "resource constraints" as their biggestchallenge, a sizable jump from 29% whosaid the same in 2025. Newsroom layoffsand shrinking teams mean journalistsare expected to produce the same levelof content with fewer resources. And theyneed PR's help - 66% say they relyon PR for story ideas and leads.reinforcing PR's role as a critical partnerin helping journalists identify timelystories and sources. "post-truth" narratives, 50% of journalistssay accuracy,fact-checking, andcombating misinformation is their biggestchallenge, making it the top issue facingthe profession. With public trust andinformation integrity under pressure,journalists are prioritizing crediblesources, verifiable data, and expertinsight more than ever -- creating anopportunity for PR professionals whocan provide well-supported Key findings (cont.) Journalists areembracing Al, butremain wary of its usein PR Linkedln hasemerged as the mostvaluable social platformfor journalists under intense inboxpressure, makingrelevance essential standsoutasthemostwidelyusedforprofessional purposes (cited by 62%of respondents). Further, 33% name it thesingle most valuable platform for theirwork.For PR professionals lookingto research journalists, understandtheir interests, or engage with theircontent, Linkedin has become anessential channel. pitchesperweek,yet72%sayfewerthana quarter are relevant to their work. Thisgap highlights one of the biggestfrustrations in media relations:Untargetedoutreach. PR professionals who tailotheir outreach to individual journalistsand offer something unique (data, originalresearch, exclusives, etc.) stand a farbetter chance of breaking through. with generative Al tools: The percentagewho say they do not use Al dropped fromattitudes toward Al-generated PR pitchesremain cautious - more than half (53%)oppose them, citing concerns aboutspam, low-quality writing, and lackof personalization. For PR professionals,the takeaway is clear: Al may assist theprocess, but thoughtful, human-centeredoutreach is still expected. Inside the newsroom:How journalistswork today work today - from the challenges they face andthe resources they depend on, to their useof social media and how generative Al is shapingtheir workflows. The more PR practitionersunderstand these pain points, the better partnersthey can be.When PR teams can align their strategies with journalists' specific needs, they build thehigh-level trust required to secure coverage inan increasingly competitive media landscape The biggest challengesiournalists face What do you believe were the biggest challengesfor journalists in the last 12 months? range from tight deadlines and shrinking resources to risingaudienceexpectations. strain from misinformation and Al, while newsroom cuts andchanging audience consumption habits are reshaping howjournalistsworkandhowtheyreachaudiencesHalf of journalists cite accuracy and combating misinformation verifying facts and defending their credibilityAt the same time, leaner teams leave less time and patience They're also competing with independent creators and algorithmsfor a limited share of audience attention. CISION Where journalists findstory ideas Which of the following resources do you most often relyon to find story ideas or leads? never stops. This chart reveals where journalists are most likelyto seek inspiration and new leads - and thus how PR professionalscan position their pitches where they'll have the greatest impact. a powerful engine of the news cycle. An overwhelminng majority ofjournalists (66%) rely on PR-provided content (press releases, pitches,and media kits) as their top source for story ideas partner" In short: PR professionals aren't just pitching stories,they'reprovidingthe assets rep