The State of U.S. Media in 2026

Why Strategy Matters More Than Ever for Earned Media Outreach

The U.S. media ecosystem is entering 2026 under intense pressure. Newsrooms are smaller, audiences are more fragmented, trust remains fragile, and AI is reshaping how both journalism and public relations operate. Analyzing data from the journalism industry over the past year, Padilla’s State of the U.S. Media 2026 report makes one thing clear: earning media coverage today requires sharper relevance, focused relationships, and a renewed respect for the realities journalists face.

A Shrinking, Stretched Newsroom Reality

The most visible shift in the media landscape is contraction. Major outlets, such as CNN, The Washington Post, NBC News, Business Insider, and others, announced layoffs in 2025, while public media affiliates faced funding losses. The result is fewer journalists doing even more work. Nearly two-thirds of reporters took on additional responsibilities last year, and the average journalist now covers four beats across multiple formats. This strain affects coverage decisions.  

With limited time and staff, journalists are more selective than ever, and only the smartest PR pitches will earn a response. Media publishers say they are more likely to focus on original reporting, investigative journalism, analysis and human stories. Conversely, service journalism, evergreen content, and general news are likely to receive less coverage, as AI tools increasingly supply this information. In short, media lists are shrinking, competition for earned coverage is intensifying, and generic outreach is increasingly ignored. For media relations practitioners, this isn’t just a volume problem, it’s a relevance problem.  

Audience Fragmentation Changes Everything

Journalists aren’t the only ones adapting. Audiences are consuming news in more places, more ways and with less predictability. Globally, journalists cite adapting to changing audience behavior as their number one challenge.

This fragmentation complicates pitching. It’s no longer enough to know who covers a topic, media relations practitioners must understand where and how their audience encounters stories, and what formats resonate. A single storyline may best be told in many forms – from a data-driven story to a local broadcast segment, or a trade industry feature. Distribution strategy and editorial strategy are now inseparable.

Trust is Low but Not Evenly Distributed

Trust in “the media” as an institution remains historically low in the U.S. But trust is not evenly distributed across outlets. Local TV news, local newspapers, and long-established broadcasters still rank among the most trusted sources, alongside public broadcasters like PBS and the BBC. For media relations practitioners, this matters. Outlet selection is no longer just about reach but about credibility. Where a story appears can shape how it’s perceived. Evaluating trust levels should be part of media strategy, particularly for brands and organizations navigating sensitive or complex issues and topics.

AI is Here, and Journalists are Watching Closely

AI adoption in journalism has accelerated, with more than half of reporters now using generative AI tools and more planning to start. But enthusiasm is paired with skepticism. Journalists’ top concerns about AI-generated PR content are factual errors and loss of authenticity, followed by low quality and bias. This creates both risk and opportunity. While AI can help account teams conduct research, draft pitches and press releases, and generally work faster, speed without due diligence can damage trust and credibility. In 2026, the competitive edge won’t belong to teams that use AI the most, but to those who combine AI efficiency with human judgment, verification and transparency – this is the value and promise we bring at Padilla.

What Journalists Actually Want from Media Relations Practitioners

Despite the challenges, journalists are clear about what makes outreach worth their time. Their top reason for rejecting a pitch remains lack of relevance to their beat or audience, followed closely by pitches that feel overly promotional or thin on substance. Only a small fraction of reporters say they consistently receive pitches that match what they cover.

In 2026, the fundamentals still matter but they must be executed better:

• Ruthless relevance: Larger lists don’t mean better results. Smart segmentation by beat, region and format is required.

• Email-first, concise outreach: Nearly all journalists prefer to be pitched via email and want short pitches (150–250 words) that clearly explain why the story matters now.

• Data and originality: Compelling data, original research and unique points of view significantly increase a reporter’s interest in covering your story.

• Respectful follow-up: One follow-up is generally preferred before outreach becomes noise.

From Pitching to Partnership

Earned media relations practice has further shifted away from transactional pitching toward relationship-based engagement. Journalists say PR’s greatest value lies in connecting them with relevant sources, facilitating access and providing context not just pitching stories. That means positioning clients as ongoing expert sources, offering background briefings and responding quickly when journalists need insight. It also means connecting with journalists outside of pitch moments, sharing relevant data, engaging thoughtfully on their social channels, and understanding the pressures reporters are under.

The Bottom Line for 2026

Securing media coverage in 2026 isn’t about out-pitching competitors; it will be about out-thinking them. The media environment demands clarity, credibility and empathy for newsroom constraints. The most effective earned media practitioners will be those who read widely, understand the bigger picture, and consistently ask: Why does this story matter to this audience, right now? In a more crowded, skeptical and resource-strained media landscape, relevance isn’t just a best practice; it’s the price of entry.

Need help with earned media relations? We're happy to share our State of the U.S. Media 2026 report. Let’s connect.