Welcome to AMW® Order Services ⚡️ Apply to Work With Us in 2 Minutes See Our Work Talk to our Assistant 24/7 💬 Read our Blog Message us on WhatsApp Welcome to AMW® Order Services ⚡️ Apply to Work With Us in 2 Minutes See Our Work Talk to our Assistant 24/7 💬 Read our Blog Message us on WhatsApp Welcome to AMW® Order Services ⚡️ Apply to Work With Us in 2 Minutes See Our Work Talk to our Assistant 24/7 💬 Read our Blog Message us on WhatsApp
PR professional in modern newsroom with natural light - media relations statistics
Public Relations 2026

Media Relations Statistics & Benchmarks

Essential data on journalist outreach, pitch success rates, media consumption trends, and the evolving relationship between PR professionals and the press.

32 curated statistics with source citations

3.43%
Average Pitch Response Rate
8%
Pitches That Become Stories
72%
Prefer Press Releases
86%
Reject for Irrelevance

Media relations remains the cornerstone of public relations, but the landscape has shifted dramatically. Shrinking newsrooms, the rise of digital-first journalism, and evolving pitch preferences have changed how PR professionals secure coverage.

With an average journalist response rate of just 3.43% and 86% of reporters rejecting pitches for lack of relevance, understanding the data behind media relations is critical for anyone seeking earned media coverage.

These statistics cover pitch performance benchmarks, journalist preferences, media industry trends, and the metrics that define successful media outreach in 2026.

Pitch Performance & Response Rates

Key benchmarks for media outreach effectiveness.

3.43%

Average response rate that journalists give to PR pitches across all industries.

Source
2025
8%

Of all media pitches that ultimately result in a published news story.

Source
2025
86%

Of journalists say they reject pitches because they are not relevant to their beat or audience.

Source
2025
5.8

Average number of follow-ups PR professionals send per media pitch before moving on.

Source
2025
41%

Of journalists say the best time to receive a pitch is Tuesday morning.

Source
2025
6:00-9:00 AM

The optimal window for sending media pitches based on open rate data.

Source
2025
24%

Higher response rate for personalized pitches compared to mass-distributed emails.

Source
2025

Journalist Preferences

What reporters and editors want from PR professionals.

72%

Of journalists prefer receiving information via press releases over other formats.

Source
2025
68%

Of journalists say email remains their preferred channel for receiving pitches.

Source
2025
59%

Of reporters want pitches under 200 words in length.

Source
2025
91%

Of journalists say data and original research make pitches more compelling.

Source
2025
47%

Of journalists are open to pitches via social media (X/Twitter and LinkedIn).

Source
2025
83%

Of reporters say they prefer exclusive or embargoed stories over widely distributed news.

Source
2025
76%

Of journalists say they verify information from PR sources before publishing.

Source
2025

Media Industry Landscape

The state of journalism and how it impacts media relations strategies.

26,000+

Newsroom jobs lost in the US since 2008, a 40% decline in total journalism employment.

Source
2025
1,800+

US newspapers that have closed since 2005, creating growing "news deserts."

Source
2025
6 PR pros

For every 1 journalist in the US, up from 3.2:1 in 2004.

Source
2025
82%

Of journalists say their workload has increased significantly in the past 5 years.

Source
2025
$56,600

Median annual salary for reporters and correspondents in the United States.

Source
2025
62%

Of journalists now produce content for multiple platforms (print, digital, video, podcast).

Source
2025

Earned Media Value & ROI

Measuring the business impact of media relations efforts.

$5.94

Estimated earned media value per dollar spent on PR, based on equivalent ad spending.

Source
2025
92%

Of consumers trust earned media over paid advertising.

Source
2025
63%

Of PR professionals say demonstrating ROI remains their biggest challenge.

Source
2025
3.2x

Higher brand recall from earned media coverage compared to equivalent paid placements.

Source
2025
57%

Of communications leaders track media coverage quality metrics beyond volume.

Source
2025
71%

Of B2B buyers say earned media coverage influences their purchasing decisions.

Source
2025

Press Release Distribution

Data on press release effectiveness and distribution trends.

500+

Press releases distributed daily via major wire services like PR Newswire and Business Wire.

Source
2025
42%

Higher engagement for press releases that include multimedia elements (images, video).

Source
2025
300-500 words

Optimal press release length for maximum journalist engagement.

Source
2025
28%

Of journalists discover stories through press release wire services.

Source
2025
37%

Increase in press release pickup when distributed on Tuesday or Wednesday.

Source
2025
18%

Of press releases receive pickup from at least one news outlet within 24 hours.

Source
2025

Methodology

Media relations statistics are sourced from annual industry surveys conducted by Cision, Muck Rack, Propel, and the PRSA. Journalist preference data comes from direct surveys of working reporters and editors across print, digital, and broadcast media.

Earned media valuation uses accepted industry methodologies from AMEC and USC Annenberg. All data points include source citations and publication years. This page is updated as new survey data becomes available.

Frequently Asked Questions

What is the average response rate for media pitches?
The average response rate for media pitches is 3.43%, according to Propel's State of PR report. Only about 8% of all pitches ultimately result in published coverage. Personalized pitches see a 24% higher response rate than mass emails.
What do journalists prefer in a pitch?
Journalists prefer pitches that are relevant to their beat (86% reject irrelevant pitches), under 200 words (59%), and include data or original research (91%). Email remains the preferred channel for 68% of reporters.
When is the best time to send a media pitch?
Research shows Tuesday morning between 6:00-9:00 AM is the optimal window for sending pitches. 41% of journalists say Tuesday is their preferred day for receiving pitches, and press releases see 37% higher pickup on Tuesday or Wednesday.
How many PR professionals are there per journalist?
There are now approximately 6 PR professionals for every 1 journalist in the United States, up from 3.2:1 in 2004. This ratio continues to grow as newsrooms shrink and the PR industry expands.
What is earned media worth compared to paid advertising?
Earned media generates an estimated $5.94 in value per dollar spent on PR. 92% of consumers trust earned media over paid advertising, and earned media produces 3.2x higher brand recall than equivalent paid placements.
How effective are press releases?
About 18% of press releases receive pickup from at least one outlet within 24 hours. Releases with multimedia elements see 42% higher engagement, and the optimal length is 300-500 words. Wire distribution on Tuesday or Wednesday increases pickup by 37%.
How do journalists verify information from PR sources?
76% of journalists say they verify information from PR sources before publishing. 91% find data and original research more compelling, and 83% prefer exclusive or embargoed stories over widely distributed releases.
Last updated: February 12, 2026

Turn Data Into Results

These statistics tell a story. Let us help you write yours. Our team leverages industry data to build strategies that deliver measurable outcomes.

Get a Free Quote Browse All Statistics
Chat with AMW Online
Connecting...