Generative AI Rises, But Trust Still Rules In Modern Media Relations
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Journalism is at a pivotal moment as it grapples with shifting audience behaviors, AI disruption and a renewed demand for relevance and authentic connection in public relations outreach, according to Cision's 16th annual State of the Media Report.
The 2025 edition, based on responses from more than 3,000 journalists across 19 countries, offers a comprehensive snapshot of an industry under pressure --and what it takes for PR professionals to remain valuable allies. From the rise of generative AI tools to the continuing importance of press releases, the report outlines how technology and trust are reshaping modern media engagement.
The 2025 edition, based on responses from more than 3,000 journalists across 19 countries, offers a comprehensive snapshot of an industry under pressure --and what it takes for PR professionals to remain valuable allies. From the rise of generative AI tools to the continuing importance of press releases, the report outlines how technology and trust are reshaping modern media engagement.
