University of Kwazulu-Natal

Hot Off The Press Muckrack S New State Of Journalism Report

Bonisiwe Shabane
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hot off the press muckrack s new state of journalism report

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. June 10, 2025 11:00 ET | Source: Muck Rack Muck Rack Miami, June 10, 2025 (GLOBE NEWSWIRE) -- Over one-third of journalists identified dis- and misinformation as the most serious issues impacting journalism, according to Muck Rack’s newly released State of Journalism report, which surveyed... Concerns around public trust, funding, political polarization and government interference are also important issues. AI Adoption in NewsroomsThe use of AI in journalism has rapidly grown, with 77% of journalists saying they now use AI tools in their work. ChatGPT is the most used AI tool by journalists, followed by transcription tools (40%) and Grammarly (35%).

“The definition of a newsroom, and journalism itself, is changing. Journalists are no longer tied to legacy organizations. They’re publishing independently, building audiences and in many cases, monetizing that work,” said cofounder and CEO of Muck Rack, Gregory Galant. “There are still real challenges ahead, but what we’re watching is a key industry shift, one that’s not just reshaping journalism, but how PR pros engage with journalists. And that’s something I’m excited to watch unfold.” Social Media Use Shifting from X to Facebook, LinkedInThere is a shift in how journalists value social media.

Facebook has surpassed X (formerly Twitter) as the most valuable platform, with 27% of journalists citing it as their top tool compared to 21% for X. LinkedIn also emerged as the platform where journalists focused more of their time over the last year, followed by Instagram (39%) and Bluesky (38%). The media landscape is shifting fast, and the newly released State of Journalism 2025 report from Muck Rack confirms what we at Proof are already seeing: relevance, personalization, and trust are everything. Based on insights from nearly 2,000 journalists across the globe, here are some key takeaways and why they matter for our clients and the future of earned media. More than 75% of journalists now use AI tools like ChatGPT in their workflow, yet most newsrooms don’t have a formal AI policy in place. For PR pros, that means being transparent about AI use in content creation and pitches is essential.

It also means fact-checking, sourcing, and accuracy matter more than ever. An overwhelming 86% of journalists say they’ll ignore pitches that aren’t relevant to their beat. At Proof, we’ve always believed in relationship-driven media outreach. This data proves the power of personalization. Generic blasts? They’re dead.

Strategic targeting? That’s how stories get told. LinkedIn was ranked the most trusted social platform by journalists this year, beating out X (FKA Twitter). Our takeaway: PR pros should double down on using LinkedIn as both a pitching tool and a visibility platform. Journalists are there, and they’re watching. More than one-third of journalists now self-publish outside traditional newsrooms.

As the industry decentralizes, PR strategies need to evolve too. Influential voices may not come from legacy outlets; they may come from substacks, podcasts, and TikTok. AI Revolutionizing Journalism Amidst Disinformation Crisis and Platform Shifts The journalism landscape is undergoing a dramatic transformation fueled by the rise of artificial intelligence, shifting social media dynamics, and persistent concerns about disinformation, according to the 2025 State of Journalism report by Muck... The survey of over 1,500 journalists reveals a profession grappling with both exciting new tools and enduring challenges. Disinformation remains the most pressing issue, cited by over a third of respondents as the biggest threat to the industry.

Public trust, funding woes, political polarization, and government interference further complicate the journalistic mission. Amidst this backdrop, AI is rapidly reshaping newsrooms. A staggering 77% of journalists now utilize AI tools, with ChatGPT leading the pack as the most popular application. Transcription tools and Grammarly also rank high, assisting journalists in streamlining their workflow. This integration of AI marks a significant shift in how news is gathered, produced, and disseminated. The rise of independent journalism further complicates the landscape, with journalists building their own audiences and monetizing their work outside traditional news organizations.

The social media ecosystem, crucial for news dissemination and audience engagement, is also experiencing a seismic shift. Facebook has overtaken X (formerly Twitter) as the most valuable platform for journalists, signaling a change in how news is shared and consumed. LinkedIn’s growing prominence among journalists indicates a focus on professional networking and industry connections. Interestingly, despite acknowledging the importance of social media for self-promotion, nearly half of the surveyed journalists have abandoned at least one platform in the past year, primarily due to safety concerns like harassment and... Public relations continues to play a significant role in shaping news coverage, with the vast majority of journalists confirming that PR pitches inspire at least some of their stories. However, relevance remains paramount.

An overwhelming majority of journalists readily discard pitches that don’t align with their beat. The deluge of irrelevant pitches underscores the need for PR professionals to tailor their outreach and ensure alignment with journalists’ specific areas of coverage.

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