Each year, CISION releases its State of the Media Report, examining the media landscape and providing insights into how strategic communicators can best work with journalists. The 2023 report surveyed more than 3,000 journalists for their feelings on technology, the industry and its biggest challenges.

The relationship between reporters and PR practitioners is constantly evolving. While 18% of journalists said their relationship with strategic communicators has become more valuable in the last year, 16% said their relationship has gotten worse. There is always room for improvement.

This year’s report provides valuable information about reporters’ goals and challenges. PR practitioners can glean ways to improve relationships with reporters and develop effective strategies and campaigns that will benefit both journalists and clients.

Here are three big takeaways from 2023’s report.

Challenge: Maintaining Credibility & Battling Misinformation

According to CISION’s report, maintaining credibility was the biggest challenge facing journalists in the last 12 months. Thirteen percent of journalists reported battling misinformation as their biggest challenge. Additionally, 58% of editors and journalists listed “ensuring content is accurate” as one of their top priorities.

To support reporters, it’s critical to offer valid, trustworthy sources. Reporters listed major wires services, industry experts, press releases and internal spokespeople (in that order) as their most credited sources. When asked what kind of information they want from strategic communicators, 68% of journalists wanted original research, such as trends and market data.

It’s more important than ever to identify credible sources and back up claims with evidence. Not only does this make a more compelling argument, but it also lessens the amount of work for reporters. This creates a relationship that demonstrates commitment to supporting their work and providing them with the resources they need to craft a story.

Challenge: Lack of Staffing & Keeping Up

It’s no secret that newsrooms are stretched thin. Since 2008, the number of U.S. newsroom reporters has declined by 26%, and reporters are feeling the effects. Twenty percent listed “lack of staffing” as the biggest challenge facing journalism in the last 12 months, and 38% said “keeping up” was their biggest challenge. 

To maintain ongoing and successful relationships with reporters, strategic communicators need to recognize how to minimize a reporter’s work and be a trusted partner. Work with journalists to understand their vision for the piece and what their editor needs to publish the article.

If strategic communicators focus on how to support journalists by offering resources, identifying supporting proof points and connecting reporters with experts, they can build collaborative and mutually beneficial partnerships.  

Notable Takeaway: Visual Storytelling is on the Rise

In addition to offering credible data and sources, strategic communicators can create unique visuals for reporters. Seventy-seven percent of reporters use visuals in their stories; 44% use videos. Even more important, 27% of journalists noted that providing multimedia in pitches and press releases is an important way PR professionals can “make their lives easier.”

Visuals engage audiences. They also make content easy to share across social media, which 96% of reporters use for work-related reasons. Reporters are looking for immediate, impactful ways to communicate with audiences. Ready-made visuals make storytelling easier and more compelling.

By understanding what reporters are working to achieve and the challenges they face, strategic communicators can adapt how they pitch and engage with reporters. If strategic communicators focus on building credibility and minimizing the work required for reporters, it’s more likely they will place a story and establish lasting relationships with reporters.