75% of journalists say less than 25% of the pitches they get are relevant.
To me, this is one of the key stats from Cision's 10th annual State of the Media Report that was just published.
They surveyed ca. 2,000 journalists from around the world to discover trends around the industry.
With the massive spread of fake news and the decreasing trust in the media where half of the population doesn't trust the media, journalism in 2019 seems to be facing quite a few challenges.
For the industry, building trust is becoming its business model where for 51% of publications ensuring accuracy has become more important than revenue (34%).
This is important for PR pros as well because it means that stories and pitches will be heavily vetted.
The research identified 5 key trends for journalism in 2019 that a PR pro must be aware of and many of them align with and speak of the need for the Inbound PR approach.