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Grow Your Public Relations Knowledge with 7 Key Takeaways from Cision’s State of the Media & Muck Rack’s State of PR 2022 Reports

By July 5, 2022No Comments
State of PR 2022 Reports

Cision’s 2022 Global State of the Media Report and Muck Rack’s State of PR 2022 Report are hot off the press! These reports provide insight into what journalists find helpful when reporting news and how PR pros can stay ahead of the game when it comes to media pitching. These reports are important in the world of PR because Cision and Muck Rack are some of the leading resources for PR professionals. These media databases connect communication professionals with journalists and influencers. At Fort Lauderdale and Aspen-based public relations and marketing agency Durée & Company, Cision and Muck Rack are software tools that we use daily for our client work. After reviewing these reports, we gathered the top seven valuable lessons to pass along.

The Part the Journalist Plays 

Journalists play a major role when it comes to the public relations industry. The media has a huge responsibility reporting information that’s factual in a timely manner. Not only do they have to appeal to their audience, but they also must answer to their editors and publications that have stringent KPIs. According to Cision’s report, 43% of journalists cover five beats or more. When pitching journalists, be mindful of their time and make sure the who, what, when, where, why, and how are already included in the pitch. It’s best to eliminate constant back and forth emails, and instead provide all information up front.

Productivity Tools

According to Muck Rack’s report, public relations professionals use email, spreadsheets, and other documents on a day-to-day basis. A survey poll from the report shows 83% of PR pros use their email daily. Publicists are constantly checking their email on their cell phone, laptop, or desktop on updates from clients and the media. Timing is everything and missing important information can cost a client press coverage. 47% of PR pros use media databases daily such as Muck Rack to find relevant journalists to pitch.

The Power of Social Media 

News travels fast and a huge thanks goes to social media for that. According to Cision’s State of Media 2022 Report, at 63% Facebook is the most popular platform that journalists use for professional reasons. Twitter came in second place at 59% and LinkedIn came in third place at 56%. Media will typically use social media to source information and connect with readers. A tip for PR pros is to limit direct messages to the media regarding their client; that’s a good way of getting blocked.

Pitch Perfect 

In Muck Rack’s State of PR report, PR pros were asked what the important components are when it comes to pitching. 34% answered that subject relevance to the journalist was a top concern. This is crucial because public relations professionals wouldn’t want to pitch their real estate client to a journalist that covers restaurants. 22% answered that personalization to journalists was another critical component. It’s nice to connect with a journalist on a personal level, like congratulating them on a recent award they won, or simply mentioning other stories they’ve written. According to the Muck Rack’s State of Journalism 2022, most journalists prefer to be pitched early in the week, with Monday ranked as their top choice.

Media Checklist

Create a checklist when reaching out to the media. Before pitching a journalist, make sure all the boxes are checked off. Some boxes can include making sure the pitch is geared towards their target audience and the beat they write for matches with the story the publicist is trying to tell. Include links to images and other press materials and make sure the links work. According to Cision’s report, 29% of journalists file ten or more stories per week. Location is key and it would be wise to have a journalist’s information such as an address. For example, if a publicist wanted to invite a journalist to a media dine, send them a media mailer, or invite them on a press trip they could easily see if that journalist is nearby. Cision’s media report taps into the minds of journalists on how communication professionals can have a better and more efficient working relationship and partnership with the media.


One of the challenges PR professionals face is getting responses from journalists. Hence why PR pros are constantly following up with the media, to ensure their pitch, press release or sponsorship opportunity is getting acknowledged. Today, agencies and brands across the industry have to get creative when it comes to pitching to prevent these types of road blocks.

Get a Gold Star from a Journalist 

When pitching journalists, make sure the pitch, media alert or press release is written in AP style. AP Style, or Associated Press Style, provides a road map to proper grammar and citations and is the preferred writing style for journalists. When sending an email, be sure to spell their name correctly. Conduct research on the journalist before reaching out to them. Look at their editorial calendars and check out their social media feeds. Knowing their beat and highlighting their previous accomplishments will go a long way. The relationship between a publicist and a journalist is paramount. At Durée & Company, we have formed many long-lasting relationships with the media by providing top-notch professionalism, service, and all the information needed to produce newsworthy content. The main goal should be to secure coverage for a client while making the journalist happy, in the end, everyone wins.


About Durée & Company, Inc.
Durée & Company, Inc. is an award-winning, full-service public relations, marketing and special events firm founded in 1999. The firm has offices in Fort Lauderdale Florida, and Aspen, Colorado. Durée & Company serves the corporate, agency and nonprofit practice areas for local, national, and international clients. Services include public relationssocial mediamarketingcontent developmentadvertisingspecial eventsbrandingradio promotions and more. Durée & Company clients include well-known names in businessfashionhospitalitytravelhealth and wellnesscannabis and hemppsychedelicstechnology and cryptocurrencymarine and yachtart and culturenonprofit organizationslegal and professional services and real estate. Durée & Company is a member of PR Boutiques International™ (PRBI), an international network of boutique PR firms. To learn more, call 954-723-9350; go to; or Join the social conversation and follow Durée & Company on FacebookInstagramTwitterYouTube and LinkedIn at @DureeCoPR.



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