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.
1. The digital landscape is evolving
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
Journalists are facing tighter deadlines, shrinking teams and heavier workloads. According to Muck Rack’s survey of 2,000 journalists, 62% took on additional responsibilities this year, while one-third experienced downsizing. Many describe their work as meaningful but increasingly exhausting – a reflection of an industry under strain.
As turnover and freelancing rise, maintaining accurate, up-to-date media databases has become both challenging and more critical. Teams that take the time to routinely refresh their databases, keeping tabs on role changes and newsroom shifts, will find the best strategic alignment. Improving accuracy will not only maximize results but also build stronger relationships with reporters.
3. Despite inbox overload, PR pros remain key
Even if their inboxes are overflowing, journalists still value their connections with PR pros. Nearly half of Muck Rack’s survey respondents said these relationships are “important” or “very important” to their success. However, 55% said they receive more than five pitches a day, with many noting that most aren’t relevant to their beat.
This data again underscores the extent that quality trumps quantity. To cut through the noise, PR pros need to be thoughtful about what they add to the conversation. When outreach feels relevant and collaborative, it can help to establish trust with journalists – keeping you in their ear instead of their spam folder.
Turn insights into action
It’s clear that the pressures journalists face, the tools they rely on and platforms they prioritize are all shifting in significant ways. For PR pros, success requires the ability to adapt while still maintaining focus on the fundamentals. Taking the time to understand the industry’s challenges, aligning strategies and resources accordingly, will help to ensure stronger, more productive partnerships.
As planning for 2026 begins, these insights serve as a reminder that PR pros must take a step back and reassess the ways they collaborate with media. By understanding how journalists worked and what shaped their year, PR pros can build deeper relationships and deliver story ideas that make a valuable impact.