The Australian media industry is undergoing a significant transformation. Trust in traditional media outlets is declining, and there are concerns that artificial intelligence (AI) could impact the quality and role of journalism. Journalists are adapting by changing their social media usage and increasingly using alternative channels to express their opinions. Meanwhile, press releases remain the second most important story source, with a majority of journalists still actively using them for content.
How does this state of flux impact the role of PR? Medianet’s 2025 Australian Media Landscape Report offers key insights into the current state of the media, equipping PR professionals with the knowledge to manage industry shifts.
Journalists prioritise trusted sources
SOURCE: 2025 Australian Media Landscape Report
Trust matters more than ever, and journalists rely on sources they know and respect. The report highlights that 88% of journalists cited industry and professional contacts as their top story source, closely followed by press releases at 83%. While social media is widely used (70%), it lacks the credibility required for in-depth reporting. Platforms like Meta, LinkedIn, Bluesky, and TikTok may spark ideas, but they’re often clouded by misinformation, bias, and a lack of context.
But journalists aren’t just publishing whatever lands in their inbox. The biggest reasons for rejecting press releases include a lack of news value (36%), irrelevance to their beat (27%), and being from an unknown source (17%). That’s why press releases still carry weight—when they come from credible, known sources.
This reinforces the value of using trusted press release distribution platforms like Medianet to improve media pickup and build long-term credibility with journalists.
“Lack of relevance or news value is far and away the biggest reason I would not look twice at a press release. Most press releases I get sent have absolutely nothing to do with my round, and relentless follow-up emails about things not related to me are the quickest way to irritate a reporter,” respondent, 2025 MLR
PR Takeaway: Prioritise quality over quantity—ensure your stories are timely, relevant, and newsworthy. Target the right journalists through reliable platforms for better results.
Strong journalist-PR relationships remain crucial
While press releases remain vital, 88% of journalists cite industry contacts as their top story source. This reinforces the age-old mantra that journalism is still very much about who you know. In a profession driven by credibility, PR professionals who cultivate strong relationships with journalists are more likely to secure media coverage and influence narratives.
PR Takeaway: Relationships matter. Build trust with journalists through personalised pitches, genuine networking, and ongoing, relevant engagement—because who you know still shapes what gets covered.
Email, the preferred communication channel
Journalists continue to favour email as their primary communication method, with 88% preferring it over other options. A well-crafted, concise, and engaging email can determine whether a press release gets published or ignored.
“It really depends what the story is, as to what medium is used. If it's urgent, a phone call. If not, email is the best,” respondent, 2025 MLR
PR Takeaway: Move away from generic mass emails. Instead, focus on personalised, well-timed outreach that respects journalists’ time and increases your chances of cut-through.
Decline of X and the growth of Bluesky
Social media remains an essential tool for journalists, but platform preferences are shifting. X (formerly Twitter) has seen a drop in journalist usage, declining from 58% in 2023 to 48% in 2024. Meanwhile, Bluesky is gaining traction, with a 19% increase in journalist adoption.
PR Takeaway: For PR professionals, this means staying agile and engaging with journalists on the platforms where they are most active. As new platforms emerge, keeping an eye on trends and adapting strategies accordingly will be crucial.
Rise of alternative publishing platforms
As trust in mainstream outlets declines, more journalists are taking control of their narratives. The report reveals that 40% of journalists are publishing—or considering publishing—on alternative platforms such as Substack, podcasts, and YouTube. By bypassing corporate structures and social media algorithms, independent journalists are forging direct relationships with their audiences, rebuilding trust on their terms—one newsletter, podcast, or subscriber at a time.
“The general erosion of mainstream media is hurting my organisation. The shift to new mediums and podcasting is leaving traditional media behind with younger demographics,” respondent, 2025 MLR
PR Takeaway: Consider how your PR strategy can support and collaborate with independent media outlets. Engage with such journalists and explore partnership opportunities.
Usage of AI in Newsrooms
AI and large language models (LLMs) are becoming more integrated into journalism. While 63% of journalists haven’t personally used AI in their work, this marks a shift from 74% in 2023, indicating growing adoption. However, concerns about AI’s impact on journalism integrity are increasing, with 88% of journalists expressing worry and 37% now extremely concerned. Additionally, 45% view AI as a threat to public interest journalism, and 16% have witnessed job losses due to AI adoption.
2025 MLR respondents say,
“AI is cheating—it shouldn’t be used in journalism.”
“I use it as an assistant, but I don’t fear being replaced. If that happens, I’ll adapt.”
PR Takeaway: If you’re using AI in your PR content, be transparent and human-check everything. Credibility still comes from people, not just platforms.
Journalists are under pressure — and trust is wearing thin
Beyond workloads and financial strain, many journalists are grappling with the challenges of under-sourcing, bias, growing public scepticism, and the detrimental impacts of social media.
While 70% believe their reporting is unbiased, 28% disagree—a number that rises to 38% in community media. Nearly one in five journalists have faced backlash for expressing personal views, and 67% believe social media fuels misinformation and echo chambers.
“Mostly the companies want free advertising without contributing to our future or investment,” 2025 MLR respondent
PR Takeaway: Pitch with purpose. Tailor your stories. Share content that’s useful and credible. Ground your messaging in truth, not spin. Treat media as partners — not pipelines — and, where possible, support the outlets you rely on.
The Big Picture
The 2025 Australian Media Landscape Report paints a picture of an industry in transformation. The migration to public media platforms and the evolving usage of AI in the media charts new territories for public relations professionals to tread on. At the same time, it also highlights a crisis within the media industry—financial instability, heavier workloads, and growing concerns over media bias and misinformation.
But some fundamentals remain unchanged: strong journalist relationships, high-quality storytelling, press releases as news sources and strategic engagement are the bedrock of successful PR.
For those in public relations, the message is clear—adapt, refine, and build trust. The media keeps on shifting, but the power of authentic, well-crafted storytelling remains as vital as ever.
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About the Medianet Media Landscape Report
The Medianet Media Landscape Report offers a yearly snapshot of the Australian journalism and media industry, capturing the current work conditions, challenges, opinions, and developing trends as experienced and observed by working journalists. Since 2019, Medianet has surveyed hundreds of journalists to gather their views and experiences on industry-related issues, and to track developing trends over the years. The report also offers valuable insights to PR professionals by examining what journalists need and want from PR, what kind of stories they are looking for, and where they are looking for them.
To read the key findings from the 2025 Australian Media Landscape Report, click here.
To explore the full Medianet 2025 Media Landscape Report, click here.
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