Summary: The media landscape is constantly changing, and so are journalists’ expectations. Understanding what reporters want can help you build strong media relationships and earn better coverage. This blog post explores the biggest takeaways from Muck Rack’s “State of Journalism” 2026 report for PR and communications professionals.
Every year, Muck Rack’s “State of Journalism” report offers an unfiltered look at how journalists work, what they want, and what makes them hit delete. The 2026 edition, based on nearly 900 verified journalist responses, characterizes the journalism industry today and provides insights into what is working in media relations (the practice of building relationships with journalists to earn news coverage) and what isn’t.
In short, it will help your business get more from your PR and communications investments.
Here’s what stood out to us at Pierpont, and what it means for you.
Relevance to Reporters Isn’t Optional Anymore. It’s the Entire Game.
The single most striking finding in this year’s report is this: “88% of journalists say they immediately delete pitches that don’t match their coverage area.”
That number has teeth. It means nearly nine out of ten pitches never get a fair read. Not because the story is bad, but because someone sent it to the wrong person.
At the same time, “86% of journalists say PR pitches inspire at least some stories.” PR absolutely still works. It just requires doing the homework first.
The implication for the C-suite is direct: If senior executives consider media relations only by the number of pitches sent, please STOP. Instead focus on fit, which includes aligning outlet, audience, and relevance.
A smaller, carefully targeted list consistently outperforms a “spray-and-pray” distribution strategy. There are times when broader outreach is part of the strategy, but that should be limited to ensure success and protect your brand.
I recommend continuously auditing your media lists to make sure each journalist on your list belongs there. A good PR professional will continue to invest in building genuine reporter relationships before you want or need coverage, not after. That’s media relations done right and speaks to the blending of art and science in the PR profession.
Pitches Need to Offer Something Real
When journalists were asked what a PR pro should ideally offer alongside a pitch, the answers were revealing:
- 70% want clear relevance to their beat (coverage area).
- 58% want interview access to relevant sources (think customers, analysts, subject matter experts [SMEs], etc.).
- 40% want original data or research.
- 37% want high-resolution images.
What’s near the bottom? Pre-written quotes (14%) and social media copy (3%).
Journalists want substance, not convenient packaging: a real story, real sources, and something their readers will care about. That isn’t always what internal stakeholders care about, which means you will have tough internal discussions at times. Original data in particular has become a differentiator. Commissioning research, running surveys, or using your own proprietary data for insights will give us a meaningful media relations advantage.
So before your next major pitch, ask: What are we actually offering? If the answer is a press release and a quote from your CEO, think harder.
Can you offer an exclusive? Data? A customer or third-party voice? Access to a subject matter expert who can genuinely speak to the issue?
Remember: Journalists choose pitches that make their jobs easier and help strengthen stories.
AI Is Reshaping Journalism and Your Visibility Strategy
82% of journalists now use AI tools in their work, up from 77% last year. ChatGPT leads at 47%, with Gemini jumping from 13% to 22%, and Claude doubling from 6% to 12%. This aligns with broader AI adoption trends: According to McKinsey’s 2025 State of AI survey, 88% of organizations report regularly using AI in at least one business function, showing how quickly AI has become part of everyday business operations. (Given the rate of change and adoption, we also know this might have changed since this blog was published.)
This matters in two ways.
- First, journalists are using AI to research, transcribe, draft, and synthesize. AI tools now surface and summarize the content your organization publishes online, including press releases, blog posts, executive commentary, and bylined articles. These tools favor content that is clear, well-structured, current, and credible.
If your owned content isn’t built with AI-assisted research in mind, journalists are less likely to find it when they use LLMs. They also pull information from “trusted” outlets such as industry and trade journals, business publications, and research papers. - Second, concern about unchecked AI in journalism jumped from 18% to 26% in a single year. Journalists are worried about accuracy and trust at exactly the moment AI is accelerating the pace of content production.
That means verified, well-sourced, human-driven content stands out more than ever. Brands that provide credible, factual information through earned media, executive thought leadership, and original research have a genuine advantage.
Structure your press releases, executive bylines, and news content for both human readers and AI discovery (GEO), which is the practice of creating content that AI-powered search tools can easily find and reference. Clear headlines, strong attribution, expert quotes, and authoritative sourcing aren’t just good journalism practices; they’re now visibility practices.
LinkedIn Is Where Journalists Are. Meet Them There.
The platform data in this year’s report is decisive for communicators and marketers who care about earned media.
LinkedIn is the most trusted platform among journalists at 58%. It’s also the platform where 47% of journalists say they’re spending more time. That is the highest of any network. With more than one billion members worldwide, LinkedIn remains one of the largest professional networks and an important place for professionals to connect. Meanwhile, X (formerly Twitter) continues its decline, with 34% spending less time there and trust falling to an abysmal 12% “somewhat trustworthy.”
Bluesky, which generated significant buzz in 2025, saw its momentum collapse with the share of journalists spending more time there dropping 14 points in a single year.
The takeaway: If your executive thought leadership and brand content aren’t showing up consistently on LinkedIn, you’re missing the platform where journalists are most active and most receptive.
Prioritize LinkedIn as the primary channel for executive visibility, thought leadership and driving LinkedIn traffic to your blogs and website to support demand generation. Consistent, insightful posting by your CEO, CTO, and other subject matter experts builds the kind of name recognition that makes journalists more likely to call “you” when they need a source. [We wrote about this in depth in our recent piece on why CEOs and executives should be on LinkedIn.]
Journalists Are Stretched, Which Means We Need to Be Ready to Run
Here’s context that should inform every pitch: 62% of journalists say their job responsibilities have expanded for the second year running. Nearly half (47%) describe their work as exhausting. Only 18% say they always have enough time to complete their work to their own standards.
This isn’t a complaint to be ignored. It is intelligence to act on.
Journalists who are stretched thin need pitches and information that are complete, clear, and easy to work with immediately. A pitch that requires significant back-and-forth, has unclear sourcing, or buries the story in corporate language will lose out to one that is ready to go.
In practice, this means treating every pitch like you are helping a busy journalist do their job. That means:
- A sharp subject line
- A clear first paragraph
- Accessible sources
- High-resolution images (when appropriate and available)
- Background information that’s accurate and current
- If available, relevant data
- A customer willing to speak on the record
We go out of our way to make “yes” the easiest answer in the inbox.
What This Means in the C-Suite
The Muck Rack “State of Journalism 2026” reinforces something we’ve seen consistently in our work with clients: the fundamentals of media relations haven’t changed, but the environment has made precision more important than ever.
Journalists are busier, more skeptical of mass outreach, more attuned to AI-generated content, and more reliant on trusted relationships with PR professionals who understand their beat. Brands earn more coverage when they invest in relationships, lead with substance, and make every pitch useful.
For our clients, that means:
- Prioritizing quality over volume in the pitch strategy
- Helping build executive voice on LinkedIn, where journalists are paying attention
- Leveraging original data and thought leadership that gives journalists something worth covering
- Structuring owned content for GEO, not just traditional search
- Making journalists’ jobs easier, so they’ll remember the next time they need a source
FAQs
Why is LinkedIn considered a more trusted social media channel among journalists?
LinkedIn has become the platform where journalists are most active and trusting. The Muck Rack State of Journalism 2026 report found that 58% of journalists consider LinkedIn a trusted platform, and 47% say they’re spending more time there. For brands, LinkedIn is an important place to build executive visibility and share thought leadership.
Why does it matter if reporters are using AI to research and contribute to their stories?
Journalist are increasing their use of AI to research and summarize information. That means your organization’s online content is more likely to be surfaced during AI-assisted research. Clear, credible, and well-structured content helps journalists find reliable information and makes your brand more visible.
What do journalists want from a PR pitch besides a press release?
A press release is just one part of effective PR. Journalists also want relevant sources, original data, expert insights, and supporting materials like high-resolution images. The more useful your pitch and supporting materials are, the more likely you are to earn coverage.
What makes content more likely to be surfaced by AI-assisted journalist research?
AI tools favor content that is current, credible and easy to understand. Strong headlines, expert insights, clear sourcing, recent updates, and original research all improve the chances that your content will be found and referenced by journalists using AI.
Note: This blog post was updated with more current data in August 2026 with help from intern Makayla Crist.
