2026 State of the Media Report

2026 State of the Media Report

Cision’s“State of the Media Report 2026” summarizes a survey of approximately 1,800 media professionals from 19 markets and highlights what they expect from PR teams. Accuracy and dealing with misinformation are now considered the biggest challenges in journalism, followed by resource constraints in newsrooms. It is precisely this lack of resources that increases reliance on PR: 66 percent of respondents turn to PR materials for story ideas.

Relevance remains the key factor for successful pitches. 79 percent focus primarily on whether a pitch aligns with their area of expertise, while 82 percent reject irrelevant pitches outright. What’s most in demand are data and research, early access via embargoes, and genuine experts for interviews. Email remains the clear favorite for making contact, at 97 percent; a single follow-up is sufficient.

When it comes to generative AI, the picture is mixed. Media professionals are increasingly using it themselves for research and brainstorming, but they are largely skeptical of AI-generated PR content. More than half reject it, primarily because of a lack of personalization. LinkedIn has also established itself as the most important platform for media relations.

In terms of PR practice, this means, above all, focusing on personalized pitches rather than mass mailings and communicating with editorial teams reliably and directly.