Cision's 2026 State of the Media report, based on a survey of nearly 2,000 journalists worldwide, found that 66% of journalists rely on PR for story ideas. In the same release, Cision reported that 72% of journalists find the pitches they receive irrelevant and 53% are wary of AI-generated pitches.
Put together, the numbers describe a paradox every UK brand doing digital PR will recognise: newsrooms need good material from PR teams more than ever, and most of what they receive is not good enough to use.
What the report says
According to Cision's 2026 release:
- Two-thirds of journalists rely on PR for story ideas, as budget cuts and pressure on newsrooms grow.
- Most pitches miss the mark. 72% say the pitches they get are irrelevant to what they cover.
- LinkedIn matters professionally. 62% value it for their work.
- AI-written pitches raise suspicion. 53% are wary of them.
Cision's conclusion is that effective PR has to deliver relevant, credible information rather than volume.
Why this matters more in 2026
Newsrooms have fewer people and less time. Search sends less traffic to publishers than it did a year ago, which puts more pressure on every journalist to produce stories that perform. Good PR material, a well-sourced dataset or a sharp expert view, saves them time. Generic material wastes it, and gets the sender ignored next time.
What this means for UK brands
| Finding | What to change |
|---|---|
| Journalists depend on PR material | There is real demand for good stories, data and expert comment |
| Most pitches are irrelevant | Pitch fewer journalists, each one chosen for what they actually cover |
| Wariness of AI pitches | Use AI to research, not to mass-produce generic emails |
| LinkedIn is valued | Build visible expertise for your spokespeople there |
What to do this month
- Rebuild your media list around beats, not titles. A smaller list of journalists who cover your topic beats a long list of names at big titles.
- Lead with something they can use. Original data, a clear expert view or a local angle. Our guide to digital PR in the UK explains how we build these.
- Write like a person. Short, specific and clearly written by someone who knows the journalist's coverage.
- Give your experts a public profile. A spokesperson with visible expertise on LinkedIn is easier to quote.
- Combine earned and placed coverage. When a story needs a guaranteed home on a specific title, a clearly labelled placement complements earned coverage. Our media catalogue shows UK outlets and prices before you commit.
Coverage in trusted publications also feeds the sources AI tools use when they answer questions about your category, which is why we plan SEO, digital PR and GEO together.
This article was written with artificial intelligence and checked by a second AI before publication. Backlinks Global editorial team.