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.
💡 Journalists Are Using AI, But Want Transparency
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.
📬 Relevance Rules All
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 Leads the Way
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.
📰 Independent Journalism Is Thriving
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.
🔥 Misinformation Is the #1 Concern
With the rise of deepfakes and AI-generated disinformation, journalists are on high alert. The most valuable thing a PR agency can offer? Credibility. We serve as the filter, bringing reporters verified sources, expert voices, and real stories.
Why Our Clients Should Care
At Proof, we don’t just secure headlines, we build trust between brands and the media. By staying in sync with journalist behavior, we help our clients stay ahead of the curve. Whether it’s integrating AI into PR workflows or refining our pitch strategies for independent outlets, we’re already evolving and helping our clients do the same.
Want to talk about how your brand fits into this new media landscape? Let’s chat.
