Influencers Are Not Credible Sources, According To Journalists
Journalists' trust in PR professionals has declined significantly over the past year, according to Muck Rack’s annual State of Journalism report. Only 32% of journalists consider company PR professionals to be credible sources, a sharp drop from 49% in the previous year. Agency PR professionals fare even worse, with just 22% seeing them as credible, down from 35%. This decline extends beyond PR pros, as credibility ratings for CEOs (46%, down from 62%) and social media influencers (7%, down from 19%) have also dropped.
Despite this skepticism, PR professionals still play an important role in journalism. Half of journalists consider them to be either very important (27%) or important (23%) to their success, though this doesn’t necessarily mean journalists are receptive to PR pitches. Only about one-quarter of journalists usually respond to PR outreach, and nearly half receive at least six pitches per day, with irrelevance being the top reason for rejection.
For PR professionals looking to engage journalists effectively, understanding their preferences is key. Email remains the preferred communication channel (83%), with most journalists favoring concise pitches under 200 words (65%) and preferring to receive them before midday (44%). While X/Twitter is still the most valued social media platform for journalists (36%), many are shifting toward LinkedIn, with 19% having stopped using X/Twitter entirely.
Given these insights, PR professionals must refine their outreach strategies by ensuring relevance, personalizing communications, and respecting journalists’ time and preferences. Strategic engagement through the right channels and formats will be essential for maintaining strong media relationships.
Key Actionable Takeaways:
Prioritize Relevance in PR Pitches – The top reason journalists ignore pitches is irrelevance, so research and tailor pitches to their coverage area.
Keep Pitches Concise – 65% of journalists prefer pitches under 200 words, so get to the point quickly and effectively.
Use 1:1 Email for Outreach – The overwhelming majority (83%) of journalists prefer email over other forms of contact.
Send Pitches in the Morning – Almost half (44%) of journalists prefer to receive pitches before midday, so time your outreach accordingly.
Limit Follow-Ups – One follow-up is ideal for 51% of journalists; avoid excessive emails that might hurt relationships.
Adapt to Journalists' Social Media Preferences – While X/Twitter remains valuable, more journalists are shifting to LinkedIn—adjust engagement strategies accordingly.
Recognize Declining Trust in PR Sources – With credibility ratings for PR professionals dropping, focus on building authentic relationships and providing well-researched information.
Leverage CEOs Wisely as Sources – CEO credibility among journalists has dropped to 46%, so ensure executives are well-prepared and provide real value in media interactions.
Monitor Changing Social Media Trends – With 19% of journalists reducing or eliminating their presence on X/Twitter, diversify your media engagement approach.
Build Long-Term Media Relationships – Given skepticism towards PR, focus on adding value over time through relevant insights, exclusives, and respectful interactions.
