Journalists Rely on PR Contacts for Story Ideas, Report Finds

Public relations is becoming an integral part of how modern newsrooms work, a new report finds.

In a survey of nearly 2,000 journalists, media-intelligence company Cision’s “2026 State of the Media Report” found that 66% of reporters rely on PR content for story ideas. Those PR materials — including press releases, pitches and media kits — are now leading sources of story leads for reporters, the research finds. 

Even as journalists compete for audiences with independent content creators and AI-generated media, newsroom constraints continue to increase. Reporters must work harder to maintain accuracy. 

Nearly half of the journalists surveyed, 49%, cite shrinking budgets, staff cuts and increased workloads as their biggest obstacles. According to the report, journalists have come to rely on PR teams that can give them timely, relevant and credible information.

“The 2026 report makes one thing clear: The newsroom and PR professionals are more interdependent than ever,” said Amy Jones, chief marketing officer at Cision. “As journalists face unprecedented pressure on their time and resources, PR is becoming an essential partner, providing data, ideas, and expert access that help support the news cycle.”

At the same time, however, a majority of journalists surveyed, 72%, said that fewer than a quarter of the pitches they receive from PR professionals are relevant to their beat. Some 53% oppose AI-generated pitches, citing concerns over spam and low-quality writing.

In the PR pitches they receive, journalists value original research, expert access, embargoed information and ready-to-use content, the research found. Public relations teams that support how journalists work will stand out, Cision says.