Cision’s 2025 State of the Media Report offers PR pros a reality check on what’s working (and what’s not) when it comes to engaging journalists. The 2025 edition, based on input from more than 3,000 journalists across 19 countries, pulls no punches: media professionals are overworked, overwhelmed, and increasingly wary of irrelevant pitches and AI-generated content.

So how can you break through the noise, and what can you do to up your game? Here are 5 key takeaways from the report.

1. Relevance Still Reigns Supreme

If you take away one thing from this report, it should be this: relevance is everything.

A whopping 86% of journalists say they reject pitches that aren’t relevant to their audience or beat. And “relevance” doesn’t just mean topic alignment, it includes timing, angle, and even geographic focus.

As one journalist put it, “If the story isn’t interesting to the PR professional, it won’t be interesting to my readers either.”

What can you do:

  • Study the journalist’s recent coverage before hitting send.
  • Avoid mass mailings at all costs.
  • Tailor the story so it’s easy for them to localize or contextualize.

2. Pitches Are Getting Crowded Out

More than 50% of journalists receive over 50 pitches every week. That means your odds of getting noticed are slim, unless your pitch is tight, timely, and genuinely helpful.

What kills your chances? Pitches that sound like marketing brochures (59%), are too promotional (70%), or lack a compelling hook (39%).

How to fix your pitch:

  • Keep it under 300 words.
  • Include compelling data, expert access, and a unique angle.
  • One follow-up email is okay, any more and you’re pushing your luck.

3. Press Releases Still Matter (Wait, really?)

Contrary to rumors that the press release is dead, Cision’s report says otherwise. In fact, 72% of journalists ranked press releases as the most useful type of content PR professionals can provide. Exclusives, original research, and expert interviews followed closely behind.

How to use your releases effectively:

  • Offer exclusivity when you can, and be flexible on timing.
  • Use your press release as a starting point, not the whole pitch.
  • Consider multimedia: 70% of journalists say images increase interest.

4. Email Is the Only Door That’s Always Open

Forget social DMs or cold calls, 85% of journalists prefer a simple, personalized email when a PR professional is reaching out for the first time. Bonus points if you’re not immediately asking for something. Keep in mind that journalists you have a relationship with may have different preferences (which you will learn) once they trust you.

How to get on their radar:

  • Introduce yourself even when you don’t have a pitch.
  • Make your email conversational, not transactional.
  • Include a line about why you want to connect and what you can offer.

5. AI Is Everywhere, And Journalists Are Skeptical

While more journalists are using generative AI themselves (53%), they’re far from ready to fully trust it, especially when it’s coming from PR pros. Only 2% say they “strongly favor” AI-generated content. The rest? Factual errors, lack of creativity, and content overload lead the long list of concerns.

What to do:

  • If you use AI to help draft pitches, make sure they’re edited by a human.
  • Lead with original, verifiable insights, not generic fluff.
  • Be transparent if AI played a role in your content creation.

The 2025 State of the Media report is a reminder that while tools and trends may evolve, the fundamentals of good PR haven’t changed: know your audience, respect journalists’ time, and lead with value.

At Voxus, we help disruptive tech brands craft media strategies that break through the noise, aligning the right story with the right journalist, at the right time. Whether you need support refining your outreach or building long-term media relationships, we’re here to help.

Want to talk about leveling up your media relations? Let’s connect.