University of Kwazulu-Natal

Muck Rack Panel Discussion Highlights State Of Journalism 2025 Report

Bonisiwe Shabane
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muck rack panel discussion highlights state of journalism 2025 report

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. 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. The media landscape is always evolving, which means PR pros must routinely reassess how they engage with journalists. Muck Rack’s State of Journalism 2025 report offers a snapshot of that evolution, examining how dynamics such as AI integration, shrinking newsrooms and growing concerns around trust and misinformation are reshaping the industry. As 2025 begins to wind down and marketing teams look ahead, now is the perfect time to reflect on these shifts and adjust communications strategies. Below we explore three key trends for PR teams to keep on their radar – along with tips and takeaways to strengthen media relations strategies. AI is transforming nearly every industry, and journalism is no different.

Today, 77% of reporters use AI tools such as ChatGPT, transcription software and writing assistants to streamline work, process information and generate ideas. For PR teams, who often rely on similar tools, this reinforces the need for clarity and simplicity in message delivery. Overly complex or jargon-heavy press materials risk being misinterpreted or diluted – especially when filtered through AI tools. Social media habits are also evolving in the journalism space. About one-third of journalists stopped using X (formerly Twitter) professionally in 2025, while LinkedIn, Instagram and Bluesky gained traction. These changes may warrant a re-evaluation of media monitoring and amplification strategies.

Engaging with journalists on the platforms where they actively share and discuss their work can build stronger relationships and boost visibility for earned coverage. 2. Pressures and priorities are reshaping newsrooms 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.” 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. 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.

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