2026 State of the Media Report

Over 1,800 Journalists Share What Makes PR Outreach More Effective

For over 16 years, the State of the Media Report has paired hard data with broader media trends to help PR professionals build stronger, more productive relationships with journalists.

In the 2026 report, we surveyed more than 1,800 journalists across 19 global markets to give PR and communications professionals the behind-the-scenes intelligence they need to sharpen their outreach, strengthen media relationships and earn more meaningful coverage for their brands and clients.

What's in the 2026 State of the Media Report?

With responses from journalists spanning North America, EMEA and APAC, no other media report offers this level of visibility into what it takes to secure earned media coverage today.

In the report, you’ll learn:

  • Why relevance has become the single biggest factor separating pitches that land from those that get deleted.
  • The resources journalists want more of and what to stop sending them.
  • Email, LinkedIn, WhatsApp or phone? The most effective channels for reaching journalists in 2026.
  • A comprehensive look at pitching: optimal word count, ideal follow-up frequency, and what journalists say makes them hit "delete."
  • How journalists are using generative AI and what they really think about receiving AI-generated pitches.
  • How to build professional relationships with reporters before you ever send a pitch.
  • The social media platforms dominating journalists' professional lives right now.
  • How journalists' behavior and preferences differ across regions globally.

Today's newsrooms are leaner, inboxes are more crowded, and the rise of AI is creating new questions — and new friction — on both sides of the PR-journalist relationship. The 2026 report cuts through the noise with real data from real journalists, giving public relations and communications teams the clarity they need to turn today's challenges into competitive advantages.

Complete the form to access the 2026 State of the Media Report.

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