Inside the media machine
Ever wonder what’s happening behind the headlines? The 2025 State of the Media Report offers a look into what 3,000+ journalists are up against—and how it impacts the news you read every day.
Key takeaways:
Journalists say their biggest challenge is adapting to how people consume news across platforms and formats while still capturing attention. Add the rise of AI—embraced in APAC, resisted in North America—and the media landscape becomes more pressured and uncertain.
Public relations is most valuable when it connects reporters with sources, provides access to key people and places, offers timely story ideas, and access to exclusive news or content. Pitches need compelling stats, fresh angles, multimedia, and clear contact information.
Social media continues to drive the news cycle – 96% of journalists use it to publish content, engage audiences, and find story ideas. LinkedIn leads the pack globally, though platforms like WhatsApp and Bluesky are gaining momentum in certain regions.
AI is increasingly part of the workflow. Over half of journalists surveyed use tools like ChatGPT for research, transcription, or summarizing. Concerns persist about errors, authenticity, and low-quality content.
The bottomline? News is evolving fast. For those interested in how stories are shaped, shared, and supported, the 2025 report reveals the forces shaping today’s media—and why it matters more than ever.