Cision's State of the Media Report Shows PR Winning Trust

What happened

Cision published its 2026 State of the Media report on May 13, surveying journalists on how they source stories under shrinking newsroom budgets. The report found 66% of journalists now rely on PR-provided material, press releases, pitches, and media kits, as their leading source of story ideas, more than any other input. At the same time, 72% said fewer than a quarter of the pitches they receive are actually relevant to their beat, and 49% cited shrinking budgets and staff cuts as their biggest daily obstacle. LinkedIn came up as a specific channel: 62% of journalists use it professionally, and 33% ranked it as the single most valuable platform for their work, ahead of X or Instagram. Cision CMO Amy Jones said PR "is becoming an essential partner, providing data, ideas, and expert access that helps support the news cycle."

Why the State of the Media findings cut both ways

The gap between 66% relying on PR content and 72% calling most pitches irrelevant is the whole story for founders doing their own PR. Journalists aren't rejecting outreach on principle, they're overwhelmed and actively want usable material, but most of what lands in their inbox doesn't fit their beat. A founder who pitches narrowly and attaches real data has a better shot now than a year ago, precisely because so many other pitches are wasting the same journalist's attention.

1. 01
   Pitch one journalist per beat with a data point, not a story

   With 72% of journalists saying most pitches are irrelevant, generic outreach actively works against you. Pick three journalists who specifically cover your category this week and send each one an exclusive, specific number from your own business or customer base instead of a general company update.
2. 02
   Publish on LinkedIn before you pitch

   62% of journalists use LinkedIn professionally and a third call it their most valuable platform. Post the underlying data or opinion behind your pitch on LinkedIn first, then reference that post in your outreach email; it gives the journalist a public, citable link and signals the idea already has traction.
3. 03
   Offer expert access, not just a press release

   Cision's report found original research and expert access rank above ready-made assets in what journalists value most. Instead of sending a polished release this week, offer a 15-minute call or written Q&A with your founder on a trend the journalist already covers, since that access is harder for competitors to replicate.

By the numbers: 62% of journalists say they use LinkedIn professionally, and 33% rank it as the single most valuable platform for their work, according to Cision's 2026 survey.

"As journalists face unprecedented pressure on their time and resources, PR is becoming an essential partner, providing data, ideas, and expert access that helps support the news cycle." — Amy Jones, CMO, Cision

What to do this week

Build a list of five journalists who've covered your specific category in the last 90 days and send each one a one-line pitch built around a single number from your own data, not a general announcement. Reference a LinkedIn post with the fuller context so they can verify the claim in under a minute. Skip the press release format entirely for this round; Cision's data says exclusivity and specificity beat production value with reporters right now.