By Sydney Donovan, EGC’s Director of PR Every year, Muck Rack (the trusted database of journalists among PR folks) surveys journalists about how they work, what they want, and what makes them immediately hit delete. The 2026 edition just dropped, and if you work in PR (or adjacent to PR, are curious about PR, or think the PR team has the same job as the Social Media team), read on! Smart, Human Email is the Perfect Pitch Per eight years of surveys, journalists prefer: One-to-one email Under 200 words Before noon One follow-up, 3–to–7 days later Pitching Still Works (Thank Goodness) Eighty-six percent of journalists report that at least some of their published stories started with a PR pitch. So, the channel isn’t dead; it’s just unforgiving. One great, targeted pitch to the right person is doing more work than 200 pitches blasted into the void. We know this. We say this. And the data agrees with us (which is nice). 70% want pitches that have clear and direct relevance to their beat. (We’re shocked that this isn’t 100%.) 58% want actual interview access to real humans. 40% want original data or research. (Be aware: It’s getting easier for journalists to find data and research elsewhere and/or without you.) 78% say a pitch feels genuinely relevant when it directly affects the community their audience serves.It’s not just: “Does this match their beat?”It’s: “Does this matter to the people reading this outlet?” AI is Everywhere (and Journalists Can Tell When You Used It) Approximately 82% of journalists are now using AI tools themselves. So, they know what AI-generated copy looks and feels like, because they’re working with it every day. EGC’s PR division, Suade, is no stranger to leveraging AI in our regular workflow. We use the technology to research, organize, brainstorm, and strategize. We don’t use AI to write the pitch and call it a day. LinkedIn is Lookin’ Good X dropped from 36% to 17% as the platform journalists find most valuable for their work. LinkedIn climbed to second place, with 47% of journalists saying they’re spending more time there, while 58% consider it to be the most trusted platform. Many Journalists Are Exhausted (to No One’s Surprise) This one deserves its own moment. Nearly 62% of journalists say their job responsibilities have expanded for the second year in a row. Another 47% describe their work as exhausting. They don’t have time for a pitch that makes them do extra work to figure out the story. The angle, the source, the “why this, why now” is the work that should fall on PR people now. We are the masters at crafting it for them, and they’re the masters at delivering it properly to their readers. The Takeaway: PR is Powerful (If You’re Paying Attention) Precision beats volume. Community relevance is imperative. Short emails beat long ones. Now, go update your media lists.
