Introduction

PR is getting louder and more competitive. These 2025 trends reveal what actually works to get journalists’ attention today.

What’s the problem it solves?

The old PR playbook is falling apart. Journalists are overwhelmed with pitches, trust is dropping, social media habits are changing, and most outreach is ignored. This guide shows how to adapt your PR strategy to what actually works in 2025.

Quick Summary

Journalists today are under more pressure than ever-facing layoffs, tighter resources, and algorithmic threats like AI-generated news and misinformation. Social media isn’t where they find stories anymore, but it’s still key for promoting them. LinkedIn has now overtaken Twitter as their most-used and most-valued platform.

When it comes to pitching, email still dominates-96% prefer it. Direct messages and social media outreach are up slightly, but remain a distant second. And relevance is everything. Nearly half of journalists say they rarely get pitches that fit what they cover. Worse: response rates are dropping, even when the story is good.

The most wanted type of pitch? Exclusives. Original research is losing steam, while access to credible sources and expert interviews is now a top priority. With more journalists turning to independent platforms like Substack, the PR landscape is also fragmenting. Building real, human relationships and showing up with high-quality, tailored pitches is now essential to break through the noise.

Key Takeaways

• LinkedIn is now the top social media platform for journalist engagement
• Email is still the #1 preferred pitch method (by far)
• Journalists want exclusives and access to real sources more than just data
• Irrelevant pitches are on the rise-and the top reason for getting blocked
• Journalists are receiving more pitches but replying less often
• More reporters are moving to Substack or freelance work post-layoffs
• Building relationships (not blasting lists) is the winning move in 2025

What to do

• Use LinkedIn to engage with journalists’ posts-don’t pitch in DMs
• Only pitch via email, and make each one highly personalized
• Offer exclusive angles or early access when possible
• Always include access to expert sources and quotes in your pitch
• Read journalists’ past work to understand their beat and tone
• Track reporters who’ve gone independent and follow them on Substack
• Don’t rely on volume-focus on pitch quality, not quantity
• Stay consistent: even if you don’t hear back, relevance keeps you in the game
• Use tools like ListIQ to build precise, up-to-date media lists
• Respect their time-only pitch when it’s genuinely a good fit

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