Journalists get a majority of their story ideas from pitches sent by public relations professionals, but 88% delete those that miss their beat. Muck Rack recently released its annual State of Journalism report, based on a survey of more than 1,000 journalists, revealing their insights into challenges, how they work, and best PR practices. To break it down, Muck Rack hosted a panel discussion featuring Tara Lambropoulos, Head of Global Corporate Communications at Wayfair; Michael Kaye, Head of E&E Brand & Communications at Match Group; and Meredith Klein of Meredith and the Media, a Substack journalist and former communications executive. From the rise of AI to the explosion of self-published reporting, the panel explored what a shifting media landscape means for PR and communications teams today.
Here’s what stood out.
Relevant pitches are rare, and reporters know it
Most journalists receive 10 or more pitches a day, and nearly half of those surveyed say the pitches they receive simply don’t fit their beat. The report also pointed to other reasons pitches get rejected: being too self-serving and repeatedly sending the same pitch without personalizing it. Only 3% of stories are assigned by editors, meaning reporters largely choose what they cover. That makes knowing a reporter’s beat, and pitching something that genuinely fits it, the most important thing you can do.
More than half of journalists say PR relationships are important to their success, and more than half also never respond to the pitches in their inbox. A relationship won’t save a bad pitch. At Teak Media, we have a saying: Your contacts are only your contacts as long as you are providing them with good content. What gets a response is a strong, well-matched story. The panelists were clear that silence is also about timing, not necessarily the story, so following up on a pitch you believe in is worth it.
Journalists are embracing AI, with some reservations
AI adoption among journalists has reached 82%, with ChatGPT use climbing to 47% and Gemini jumping to 22%. Those using it find it helpful for researching sources, synthesizing information, developing interview questions, and repurposing stories for social media platforms. Although concern about unchecked AI use has risen 8 points since last year to 26%, journalists are finding ways to use tools in a way that suits their needs.
Journalists can now research a topic in the time it takes to read a pitch. A generic pitch won’t hold up. The ideation, the angle, and the human context behind a story still have to have the human touch.
Where journalists are on social media may surprise you
Reliance on social media for reporting has fallen 12 points to 21%, a data point that surprised the panelists. The drop is driven by disinformation and platform noise, and the panel pointed to an overall erosion of trust in the platforms themselves. But 45% still rely on social media for promoting their work, and where reporters are spending their time has shifted in ways that were equally surprising. Facebook ranked as the most valuable platform for journalists, which caught the panel off guard. The consensus was that Facebook’s strength in local news and community-based reporting is driving this, something worth keeping in mind for nonprofits looking to reach hyperlocal community groups.
LinkedIn is the journalists’ most trusted platform at 58%, and it is increasingly where they are building authority, finding sources, and sharing their work. Panelists agreed: follow the reporters you want to pitch, engage with their content, and build your network intentionally. Without an active, diverse LinkedIn presence, you’re usually reaching the same audience every time. As one panelist put it: be a liker, not a lurker.
However, the panelists advised against sending a full pitch via LinkedIn. A short, low-pressure message asking whether you can follow up by email often works better. Some journalists actually prefer an Instagram DM over a formal pitch. Know your reporter.
What drives PR results has not changed despite shifts in platforms and the acceleration of the news cycle. Strong stories, a well-timed pitch to the right reporter, and the persistence to follow up lead to success. Download the Muck Rack State of Journalism 2026 Report here.
