Survey of more than 1,800 journalists reveals priorities and pain points: accuracy and misinformation top concerns, resource shortfalls are rising, AI tools are commonly used, and social platform use is changing.
Accuracy and combatting misinformation are the single biggest challenge for journalists (50%).
AI is widely used — only 21% haven’t used it — mainly for brainstorming, research/fact-checking, and transcription.
Most journalists rely on PR materials for story ideas (66%) but find most pitches irrelevant: 72% say under a quarter of pitches match their needs.
Half of respondents (50%) identified accuracy, fact-checking, and fighting misinformation as their top challenge. That aligns with a broader context: Gallup's 2025 data shows U.S. media trust at 28%. For reporters under time pressure, credible sourcing and verifiable facts reduce friction and increase the likelihood a pitch will be used. When preparing outreach or story-support materials, prioritize clear references, accessible data, and expert contacts who can respond quickly.
Newsrooms are leaner and under more pressure
Pitches and platform behavior: where outreach succeeds and fails
Platform shifts: LinkedIn up, X down, social promotion common
These findings reflect what working journalists say they need: fewer irrelevant interruptions, stronger factual backing, and materials that fit compressed schedules and modern workflows.
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