PR professionals are constantly asking the question, “What do reporters want?” The answer, like the media landscape, is continually evolving to match the needs and tastes of news audiences. Two panels of seasoned journalists discussed the latest journalism trends at the State House News Service’s “Meet the Media” event in Boston on June 5. Cision’s 2025 State of the Media report also had useful insider information about their preferences. The report is based on a survey of more than 3,000 journalists, half of whom say they get more than 50 pitches per week. Knowing these five trends can lead to positive results for both you and the clients you represent.
- Embrace digital – The audience for digital is growing, especially among young news consumers. Those who don’t cater to digital will be left behind. Forty-two percent of journalists Cision surveyed listed adapting to the changing news audience as their biggest challenge, which ranked it higher than declining revenue (33%) and threats to freedom of the press (15%). Alberto Vassalo of El Mundo has kept his outlet alive by not only producing a newspaper, but also daily livestream newscasts, a YouTube channel, and vertical stories for Instagram. Tim Coco of WHAV-FM produces a daily e-newspaper in addition to his broadcasts. Mike Beaudet, who was at WCVB for decades before moving to Northeastern University, said it takes more than posting a story online. He recommends PR professionals think out of the box and meet the media where they are. Create vertical videos for events and either build digital skills or work with staff members who are comfortable editing and creating digital content that is quick and easy to consume.
- AI hasn’t taken over … yet – Like PR pros, journalists are also wrestling with their relationship with AI and how to use it in an ethical way. While many on the panels talked about how they see the value of AI in doing research and helping transcribe meetings they don’t have the bandwidth to attend, they worry about AI’s propensity for errors and still feel AI can’t ask follow up questions, provide context and add their institutional knowledge. One thing is clear: publicists who use AI should still be sure to check their facts before sending materials to a reporter. For more on how AI is impacting PR read our recent blog post.
- Nonprofit outlets are growing – There are more than 500 independent, nonprofit news organizations across North America. Leigh Blander of Marblehead Current and Niko Emack of Cambridge Day both admit that while fundraising is a constant challenge, people are more motivated to donate to or subscribe to a mission based outlet than a commercial based one. They also like the independence that comes from being more insulated from the influence of special interests, advertisers, and political pressures, which can erode public trust in for-profit media. The Institute for Nonprofit News has a searchable directory of outlets that can help PR people find new places to pitch at a time newspapers are closing at a rate of two and a half newspapers per week, according to a 2024 Medill study.
- Storytelling sells – Many of the reporters on the panel including Chris Van Buskirk of the Boston Herald said a people-centered approach always resonates with him because it helps the story connect with audiences. The ability of PR professionals to recognize an impactful story, prepare an interview subject to tell their story and to give context to a reporter about why the story is relevant are all skills that are difficult for AI to do. It is advisable to have an impacted person prepped and ready to go before you pitch. However, Jess Bartlett from the Globe advised being honest with the reporter if the timing of a requested interview doesn’t work, because it avoids wasting their time and opens the door for rescheduling.
- Research journalists and their outlets before pitching them – Reporters are under constant deadline pressure and don’t have time to respond to every pitch they get. Yawu Miller, founder and editor in chief of the new publication The FlipSide, said knowing what reporters are interested in and what types of stories they have done is invaluable. Doing the opposite and blanket pitching several reporters at once can be problematic. According to the Cision survey, 78% of journalists surveyed said “irrelevant pitches” were their biggest turnoff and 86% listed the biggest reason they don’t respond to a pitch was that it doesn’t match their audience or their beat.
It’s a difficult time for journalists. They face shrinking staffs, increased demands on their time, a federal government that is questioning their impartiality, and the erosion of public trust in their profession. Understanding how they work and the challenges they face is in the best interest of all PR professionals.
