Quick Takeaways from the 2026 State of the Media Report

More than 1,800 journalists from around the world weighed in on the rapidly changing media landscape and what they need from PR pros.

May 27, 2026 - 11:39

Quick Takeaways from the 2026 State of the Media Report

Pencil on a notebook with a question mark written on the page.

Cision released the 2026 State of the Media Report this month. More than 1,800 journalists from around the world weighed in on the rapidly changing media landscape and what they need from the PR professionals they work with.

Here are just a few of the interesting findings:

It’s all about accuracy: Media trust in the U.S. is at a low of 28%, according to a 2025 study from Gallup. “With confidence fractured along partisan and generational lines, the challenge for news organizations is not only to deliver fair and accurate reporting but also to regain credibility across an increasingly polarized and skeptical public,” the report said. As journalists work to build trust with readers, it may not come as a surprise that 50% of State of the Media respondents said accuracy, fact-checking and combatting misinformation is their top challenge.
Journalists are strapped for resources: A close second, nearly half of journalists (49%) said “resource constraints” are their top challenge, a sizable increase from the 29% who said the same last year. Industry layoffs, which we recap regularly, budget cuts and increased workloads all contribute to this particular challenge.
Journalists value PR relationships for story ideas: Most journalists (66%) said they rely on PR-provided content like press releases and pitches for story ideas and leads. However…
Most journalists are buried in (irrelevant) pitches: Most receive 50 or more pitches a week, but 72% say fewer than a quarter of them are relevant to their work.
Journalists are working on multiple channels: Do you contribute to the company’s digital site? What about promoting your stories on social media? Newsletters? Podcasts? In a noisy digital space with audiences spread across platforms and consuming news in new ways, many journalists are producing and reworking their stories for multiple channels.
More journalists are using AI: While 43% say navigating the rise and impact of AI in journalism is their top challenge, most journalists are using it in some capacity – only 21% of respondents say they have not used AI in their work. The most popular reasons to use the tech – mostly as a behind-the-scenes “co-pilot” – include brainstorming (48%), research/fact-checking (43%) and transcription/summarization (41%).
X is out, LinkedIn is in: Nearly two-thirds (62%) say they use LinkedIn, the most of any social network, and 33% say it’s the single most valuable for their work. Only 37% are using X regularly for their work. And while 54% are using social media to promote their work, other top uses for platforms include crowdsourcing information, interacting with audiences and following trending topics.

How We Can Help

Are you part of the 72% that are overwhelmed with irrelevant news in your inbox? Sign up for PR Newswire for Journalists to create a custom newsfeed that meets your needs. Tailor the feed based on keywords, industry, geography and more to ensure you’re alerted to stories relevant to your beat.

Plus, as a member of PR Newswire for Journalists, you’ll get access to ProfNet to connect with verified subject matter experts (something 42% of survey respondents said they are looking for).