The Data Is In: Here's What It Actually Takes to Get Press Coverage in 2026
Olivia Sellke
Cision has released their 2026 State of the Media Report, this is one of those reports that we always look forward to diving into as an agency. It can help shed light on where we can sharpen our skills and explore new ways to form meaningful relationships with journalists. Cision surveyed 1,800+ journalists for this year’s report, and these are the three things we think it’s important for any brand to understand when trying to gain coverage and work with the media.
Do journalists actually use PR content for story ideas?
66% of journalists say PR-provided content (press releases, pitches, media kits) is their top source for story ideas, outpacing social media, wire services, and competing publications by a wide margin.
The newsroom may be shrinking, but its appetite for good material hasn't.
Social Media Is Where Journalists Work, Not Just Where They Post
Social media and journalism have become deeply intertwined than ever. 54% of journalists say publishing and promoting their own work is their top reason for being on social platforms, and 37% are using them to actively find sources and gather information for stories in progress.
LinkedIn has emerged as the platform that matters most in this context.. 62% of journalists use it regularly for professional purposes, making it the most widely used social platform in the industry. For executives who think of LinkedIn as optional for their company, that's a wake-up call. A consistent, credible presence there isn't just good for the company. It's one of the most direct ways to get on a journalist's radar organically, before any pitch is ever sent.
Engaging directly with media on social is uncomfortable territory for a lot of executives, and understandably so. Most are already stretched thin across a dozen other priorities. That's where having a PR partner that understands your messaging and how to engage with media pays off. We help clients show up consistently and credibly in the spaces where journalists are actively working.
What do journalists want from PR that they can’t Google?
When journalists were asked what they want more of from PR professionals, promotional materials came in near the bottom of the list. What topped it? Original data and research (47%), embargoed or early access information (45%), and access to experts and interview opportunities (42%).
Journalists are looking for substance they can't easily find on their own. A quote from your CEO isn't enough. A pitch built around proprietary data, a fresh point of view from a credible expert, or exclusive early access to something newsworthy — that's what earns coverage.
Cision's report is a good reminder that earning media attention is less about volume and more about value. The brands that get it right are treating PR as a real strategic function, not a box to check. If this report resonated and you're wondering what it would look like to put these principles into practice, we're always happy to have that conversation.
