TOP INSIGHTS FROM THE 2025 CISION STATE OF MEDIA REPORT
Every year, communications professionals eagerly await the publication of Cision’s State of the Media Report. For those unfamiliar, Cision is the leading global media intelligence and software provider trusted by PR and communications professionals worldwide.
Every year, the annual report offers data-backed insights from 3,000+ journalists. These takeaywas include their main communication preferences, media consumption trends, and best practices that directly inform how we engage with media on behalf of our clients.
Today, we wanted to share five key takeaways from the report that the Zapwater team will be leveraging for our future media relations efforts:
Relevance is Non-negotiable
According to Cision, 86% of journalists immediately dismiss pitches that don’t align precisely with their beat or audience. This statistic underscores a foundational truth: relevance is paramount.
Moving forward, Zapwater will continue prioritizing research, personalized emails, and targeted outreach, ensuring every interaction with journalists is tailored to their needs.
Press Releases Remain Essential—Especially with Multimedia
While it may seem like a traditional approach, 72% of journalists still find press releases the most useful tool provided by PR professionals. One notable change is the importance of including multimedia elements, from short-form videos to engaging imagery.
Our team is committed to working with clients to integrate dynamic visuals and interactive components into our press releases. This ensures our pitches and storytelling resonates with journalists and their readers.
AI Integration with Caution
Over half of global journalists now regularly use generative AI tools like ChatGPT in their work. However, 72% of media express concerns about inaccuracies in AI-generated content. To address this, Zapwater will maintain rigorous about fact checking in both stories and media materials. Accuracy is essential to our PR programs and ongoing media relations efforts.
Relationships are Still the Heartbeat of PR
85% of journalists say that the best way to initiate and nurture relationships is simple, straightforward email communication—even without an immediate story pitch.
Our agency will enhance our relationship-building efforts, dedicating focused outreach to nurture authentic, long-term journalist connections that ultimately deliver greater value and mutual trust.
5. Navigating a Fragmented Social Media Landscape
LinkedIn stands out as the predominant global platform among journalists. As a firm who represents global brands, we also understand the importance of region-specific platforms like BlueSky in North America, WeChat in China, and WhatsApp in EMEA.
Our team will continue to prioritize strategic LinkedIn initiatives while also tapping into emerging platforms to maximize a client’s reach and influence.
Looking Ahead: What’s Next
Armed with these insights, our agency is strategically poised to evolve alongside the dynamic media landscape, ensuring our clients in travel, consumer lifestyle, and home goods categories remain front-and-center in media conversations.
Our PR strategy remains anchored in delivering highly relevant content, investing deeply in media relationship-building, and leveraging LinkedIn for ongoing opportunities and engagement.
We’d love to hear your perspective. What resonates most from Cision’s 2025 State of the Media Report, and how do you see these insights shaping your PR strategies?