University of Kwazulu-Natal

2025 Media Relations Strategy From Muck Rack S Journalism Study Forbes

Bonisiwe Shabane
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2025 media relations strategy from muck rack s journalism study forbes

When I previously explored how luxury brands were rethinking their relationship with the press, I referenced what New York Times’ Vanessa Friedman had dubbed the “Beyoncé Strategy” — where brands bypass traditional media to... At the time, this seemed like a strategic shift driven by a desire for speed, control, and narrative ownership. But new data from Muck Rack’s 2025 State of Journalism report suggests this pivot reflects a deeper transformation reshaping every aspect of modern media relations strategy. With insights from more than 1,500 journalists worldwide, the report highlights sweeping changes reshaping how luxury brands should approach media outreach. These shifts explain what today’s sophisticated marketers must understand to succeed in this evolving landscape; one where the consumer’s passionate pursuit of luxury is highly supported by genuine press relationships. Just days before the survey’s release, a journalist posted on LinkedIn a scathing email he received after interviewing Lyft’s CEO.

“Learn a thing or two about a thing 2,” the sender wrote, demanding “a deep dive on my LinkedIn profile” while dismissing the journalist’s reporting as “drivel.” He also CC’d the editor-in-chief, accusing the... The sender thought positioning himself as more knowledgeable while attacking the journalist’s competence, invoking big names (Gates and Bezos got name-dropped), and delivering sweeping indictments about entire industries would earn him kudos – literally,... Every journalist has a story of some crackpot who didn’t like their article. I was digitally hounded by one who took personal issues with Hermès and demanded I take down my coverage of the brand, or at the very least, include his outlandish, unsubstantiated claims. When I didn’t, he bought Meta ads to continue harassing me, even reaching out to my clients to discredit me. Nothing came of his actions, of course, except increased traffic to my article.

It turns out Hermès had banned him from their stores. He then launched an ecommerce store selling sandals made with Hermès scarves, in what a legal expert might call copyright infringement. Heather Kelly is the CEO of Next PR, an award-winning, full-service public relations firm with offices across the U.S. With budget planning season well underway, persistent political and economic upheaval has many business leaders facing several unknowns. Instead of feeling fearful or like a victim of uncertainty, remember that you have a surprising amount of control over your business growth, and now is the time to leverage it. Having a proactive public relations plan going into 2026 is one of the most powerful ways to control your own destiny.

As I’ve explained before, PR should never be on the chopping block, even when things are tight or feel uncertain. In fact, it’s during these exact times when you need PR the most. With the right strategy and a smart mix of tactics, PR can double as both a strong defense and a powerful driver of growth. This reality is likely why one poll found that 80% of in-house communications professionals expect increased PR and communications budgets next year, with 8% expecting a boost of more than 50%. Like most investments, simply spending more isn’t the solution—you must be strategic and focused on delivering real impact. Here’s where smart companies can put their money in 2026 and beyond.

The ever-changing media environment magnifies the expectations, pressures and preferences of journalists. Muck Rack surveyed over 1,500 journalists to better understand what shapes their work today, and how PR professionals can more effectively collaborate with them for everyone's benefit. The findings serve as both a reality check and guide for better relationships and outcomes in media relations. I presented these findings in Vancouver at the June 2025 International Association of Business Communicators (IABC) conference. And with the rise of Generative Engine Optimization (GEO), and the pressures for PR teams to power the news and offer credible sources, these tips are not just important, but timely. More than a third (36%) of journalists cite disinformation as the most pressing issue they face, with politicization and lack of funding close behind.

Reporters are fatigued by hype and skepticism, making credibility paramount. They want pitches grounded in reality—anchored by verified sources, third-party data, and credible SMEs (subject matter experts). PR takeaway: Your CEO may not be your most credible or interesting source. Do some internal research to see who is working directly with a product, service or campaign, and see if they could be a credible expert. While 67% of media say their work feels meaningful, nearly half also describe it as exhausting. Precarity, isolation, and lack of time compound these challenges.

Only 20% of journalists say they consistently have enough time to do their job to standard. PR takeaway: Your pitch is one of many. Make it count. Be clear, concise, and respectful of their time. Focus on real news, brevity and pre-vetted experts. Journalists remain cautiously optimistic about their careers, but they increasingly value long-term, professional relationships with PR counterparts.

With 62% of journalists taking on more responsibilities beyond their core roles, they appreciate PR support that helps them scale, providing ready-to-use visuals, quotes and data points in advance. PR takeaway: Reach out to journalist contacts when you don’t need anything from them. For example, you could tell a reporter you liked their latest piece, or comment on a social media post when you have something valuable to add. uckRack’s new State of Journalism report captures the evolving role of journalists, and with these changes, showcases that the ways brands think about the role of media relations in the marketing mix must adapt. The headwinds and industry adaptations impacting reporters across the nation are also impacting the brands that have long relied on the objectivity and validity provided by editorial coverage. In short, the world of media relations is changing, and we’re detailing what that means for your marketing strategy.

First, we must reiterate that media relations is still a critical tactic in PR and external communications. It builds brand awareness, positions your company as a thought leader, and drives consumer trust. Not only that, but AI-powered search engines are increasingly relying on brand mentions achieved through media relations for their generated search output. However, to realize these benefits, CMOs are now finding that they need to diversify their marketing strategies by expanding past media relations tactics in order to achieve company goals. Let’s explore the stand-out findings of MuckRack’s State of Journalism 2025 report to shed light on the evolving media landscape: All in all, the world of journalism and its impact on communications is changing.

It’s being faced with new challenges, opportunities, and responsibilities that demand not only adaptation, but innovation. While extremely impactful in the practice of public relations, the role of media relations has evolved. At Full Tilt, we’ve found that omnichannel messaging is not only a strategic opportunity, but now a competitive necessity. Instead of thinking in channel silos, successful communicators take a holistic approach to external communications. So, let’s chat about your omnichannel strategy today. 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: 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. Muck Rack’s 2025 State of Journalism report captures how reporters are adapting to rapid shifts, from the rise of AI and platform changes to growing workloads and independent publishing. This year, we redesigned the survey to go deeper on the issues shaping journalism today.

Journalists weighed in on how their work is changing, what influences their coverage and what PR pros must understand to earn it. When asked what issues they think most threaten the future of journalism, the survey showed: More than one-third of journalists identify mis- and disinformation as the the most serious threat to journalism’s future, surpassing... No comments on this item Please log in to comment by clicking here In the race to build sustainable news businesses, the most successful publishers aren’t chasing clicks—they’re building relationships. That’s the key insight from Daniel Williams, founder and CEO of BlueLena, who shared new findings from more than 220 independent news sites and 6 million reader interactions. From reader motivations to revenue strategies, Williams pulled back the curtain on what’s actually working in local media heading into 2026.

“We’re not guessing anymore,” he said. “We’ve got the data, and it’s changing the game.”

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When I previously explored how luxury brands were rethinking their relationship with the press, I referenced what New York Times’ Vanessa Friedman had dubbed the “Beyoncé Strategy” — where brands bypass traditional media to... At the time, this seemed like a strategic shift driven by a desire for speed, control, and narrative ownership. But new data from Muck Rack’s 2025 State of Journalism report...

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“Learn a thing or two about a thing 2,” the sender wrote, demanding “a deep dive on my LinkedIn profile” while dismissing the journalist’s reporting as “drivel.” He also CC’d the editor-in-chief, accusing the... The sender thought positioning himself as more knowledgeable while attacking the journalist’s competence, invoking big names (Gates and Bezos got name-dropped), and delivering sweeping ind...

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