Cision's 2026 State of the Media Report reveals 66% of journalists rely on PR for story ideas
CHICAGO, May 13, 2026 /PRNewswire/ -- Cision, a global leader in consumer and media intelligence, today released its 2026 State of the Media Report, revealing a shift in how the media ecosystem operates: PR is no longer just pitching stories, it's becoming a critical part of how the modern newsroom works.
Based on a global survey of nearly 2,000 journalists across 19 markets, the report finds that 66% of journalists rely on PR-provided content – including press releases, pitches, and media kits – for story ideas, making PR the leading source of story leads.
More information. More pressure.
Journalists are working across a more fragmented media landscape, and competing with creators and AI for audience attention. At the same time, newsroom constraints continue to grow:
- Accuracy, fact-checking, and combating misinformation emerged as the No. 1 challenge journalists face today
- 49% cite shrinking budgets, staff cuts, and increased workloads as their biggest obstacles
These trends point to a shift in how journalists and PR professionals work together, with journalists placing greater reliance on PR teams that can provide timely, relevant, and credible information.
"The 2026 report makes one thing clear: The newsroom and PR professionals are more interdependent than ever," said Amy Jones, Chief Marketing Officer at Cision. "As journalists face unprecedented pressure on their time and resources, PR is becoming an essential partner, providing data, ideas, and expert access that helps support the news cycle."
Key insights
- Relevance is the biggest gap
72% of journalists say fewer than a quarter of pitches are relevant - LinkedIn is the most valuable platform for media
62% use LinkedIn professionally, with 33% ranking it as the single most valuable platform for their work - AI is growing, but trust matters
53% oppose AI-generated pitches due to concerns around accuracy and personalization - What journalists value most in pitches
Original research, expert access, and embargoed information
What this means for PR
As AI becomes more embedded in newsrooms, generic outreach is losing impact.
Journalists are clear on what works: Relevant ideas, original research, credible data, expert access, and ready-to-use assets.
PR teams that support how journalists work, not just pitch them stories, are the ones that stand out.
In a faster, more fragmented media environment, clarity, and credibility, not volume, drive impact.
Download the 2026 State of the Media Report
Cision is following the report's release with a two-part webinar series featuring a panel of journalists who will unpack the findings and answer audience questions. Register for free
About the 2026 State of the Media Report
Cision's State of the Media Report has served as a trusted benchmark for more than a decade, helping communications professionals understand journalists' preferences, challenges, and evolving workflows.
The 2026 report is based on a survey conducted in January and February 2026 of 1,899 journalists across North America, EMEA, and APAC, representing digital publications, newspapers, magazines, broadcast outlets, and emerging media platforms.
About Cision
Cision is the global leader in consumer and media intelligence, engagement, and communication solutions. We equip PR and corporate communications, marketing, and social media professionals with the tools they need to excel in today's data driven world. Our deep expertise, exclusive data partnerships, and award-winning products, including CisionOne, Brandwatch, Trajaan, and PR Newswire, enable over 75,000 companies and organizations, including 84% of the Fortune 500, to see and be seen, understand and be understood by the audiences that matter most to them.
Media Contact:
Cision Public Relations
CisionPR@cision.com
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PR Emerges as the Primary Source for Journalists in High-Pressure Newsrooms
Record number of grant applications reflect growing interest in the emerging issue of healthy aging in Asia Pacific, where one in four people will be over 60 by 2050[1].
SINGAPORE, July 8, 2026 /PRNewswire/ -- dsm-firmenich, innovators in nutrition, health, and beauty, today awarded the second round of the Nutrition Research Grant to five projects, each worth EUR50,000, in support of healthy longevity research in the Asia Pacific demographic.
Following the inaugural round in 2024 which focused on 'Health from the Gut across the Human Lifespan', this year's grant call centered around the theme 'Age Slower, Age Better - Nutrition Solutions for Healthy Longevity'.
"The study of healthy longevity is particularly important in the Asia Pacific region, where populations are aging at an unprecedented pace due to longer life expectancy." said Tina Low, Senior Vice President APAC, Health, Nutrition & Care (HNC), dsm-firmenich. "More worryingly, we see a widening gap between life span – how long we live - and health span – how long we remain healthy, with the average person spending the last 10 years of their lives in ill health.[2]"
Tina added, "Advancing healthy longevity in Asia requires strong public-private partnerships, a principle embedded in dsm-firmenich's Asia-for-Asia Nutrition Research Grant Program."
The impact of Nutrition on Aging
"Today, we know it's possible to slow down the progression of aging with nutritional interventions." said Anneleen Spooren, Senior Vice President, Innovation, R&D & Regulatory, HNC, dsm-firmenich, citing the landmark DO-HEALTH study, Europe's largest clinical trial on healthy aging to date which demonstrated that a combination of algal omega-3, vitamin D and a simple home exercise program can slow biological aging by as much as 3.8 months in a 3-year period[3].
"We were excited to receive a record number of applications for the grant this round, from 13 different countries in Asia Pacific, and we look forward to partnering with our grant recipients to gain more clarity on how nutrition can shape how aging unfolds, allowing us to live our later years in full vitality."
The five 2026 dsm-firmenich Nutrition Research Grant recipients are:
Dr. David Barry, National Ageing Research Institute, Australia
Effect of Postbiotic Supplementation on Inflammation and Physical Function in Pre-Frail Community-Dwelling Older Adults: A Randomized Controlled Pilot Trial
Prof. Hamid Sohrabi, Murdoch University, Australia
Synergistic Effects of Polyphenol- and Omega-3–Rich Dietary Patterns on Mitochondrial Health and Biological Ageing: Translational Insights from the AU-ARROW Cohort
Dr. Jiyun Ahn, Korea Food Research Institute, Republic of Korea
Healthspan Signals in Muscle: Tissue-Resolved Aging Clocks and Vitamin D Associations in Older Adults
Prof. Katherine Black, University of Otago, New Zealand
Omega-3 Supplementation to Support Lean Mass, Body Composition, and Healthy Longevity in Perimenopausal Women: A Randomised Control Trial
Asst. Prof. Vincenzo Sorrentino, National University of Singapore, Singapore
Promoting Cellular Energy Production for Slower Aging Combining Trigonelline and CoQ10
In addition to funding, the grant also offers valuable opportunities for professional recognition and networking with the broader nutrition and scientific community. The grants were presented at the 'Age Slower, Age Better: Advancing Healthy Longevity Across Asia Pacific' scientific symposium today, organized in partnership with A*STAR Institute for Human Development and Potential (IHDP), Singapore.
The symposium attracted over 180 academia and industry partners, including Prof. Johan Eriksson, Executive Director of A*STAR IHDP, and Prof. Kim Ji-Yeon of Seoul National University of Science and Technology, Korea, who served on the expert selection panel of the Nutrition Research Grant this year, and also delivered keynote presentations.
| [1] UNFPA Asia-Pacific – Ageing: https://asiapacific.unfpa.org/en/topics/ageing |
| [2] Garmany A, Terzic A. Global Healthspan-Lifespan Gaps Among 183 World Health Organization Member States. JAMA Network Open. 2024;7(12):e2450241. doi:10.1001/jamanetworkopen.2024.50241. |
| [3] Bischoff-Ferrari HA, Gängler S, Wieczorek M, et al. Individual and additive effects of vitamin D, omega-3 and exercise on DNA methylation clocks of biological aging in older adults from the DO-HEALTH trial. Nature Aging. 2025;5(3):376–385. doi:10.1038/s43587-024-00793-y |
[1] UNFPA Asia-Pacific – Ageing: https://asiapacific.unfpa.org/en/topics/ageing
[2] Garmany A, Terzic A. Global Healthspan-Lifespan Gaps Among 183 World Health Organization Member States. JAMA Network Open. 2024;7(12):e2450241. doi:10.1001/jamanetworkopen.2024.50241.
[3] Bischoff-Ferrari HA, Gängler S, Wieczorek M, et al. Individual and additive effects of vitamin D, omega-3 and exercise on DNA methylation clocks of biological aging in older adults from the DO-HEALTH trial. Nature Aging. 2025;5(3):376–385. doi:10.1038/s43587-024-00793-y
About dsm-firmenich
As innovators in nutrition, health, and beauty, dsm-firmenich reinvents, manufactures, and combines vital nutrients, flavors, and fragrances for the world's growing population to thrive. With our comprehensive range of solutions, with natural and renewable ingredients and renowned science and technology capabilities, we work to create what is essential for life, desirable for consumers, and more sustainable for people and the planet. dsm-firmenich is a Swiss company, listed on the Euronext Amsterdam and SIX Swiss Exchange, with operations in almost 60 countries and revenues of more than €9 billion for its Continuing Operations following the divestment of Animal Nutrition & Health. With a diverse, worldwide team of nearly 21,000 employees, we bring progress to life every day, everywhere, for billions of people. www.dsm-firmenich.com
About Nutrition Research Grant
The Nutrition Research Grant was established to support innovative, high-quality research that advances knowledge in the field of nutrition and its impact on human health in the Asia Pacific region. It is designed to encourage researchers, academics, and healthcare professionals explore new ideas, develop evidence-based solutions, and contribute meaningful insights that improve dietary practices, clinical outcomes, and public health strategies in the Asia Pacific population. The initiative places strong emphasis on research that addresses current and emerging challenges in nutrition, and the role of nutrition in overall health and wellbeing. Beyond supporting individual research projects, the grant aims to bridge the gap between scientific discovery and real-world application. By prioritizing studies with clear practical relevance, it ensures that findings can be translated into actionable recommendations for healthcare professionals, policymakers, and the wider community.
Forward-looking statements
This press release may contain forward-looking statements with respect to dsm-firmenich's future performance and position. Such statements are based on current expectations, estimates and projections of dsm-firmenich and information currently available to the company. dsm-firmenich cautions readers that such statements involve certain risks and uncertainties that are difficult to predict and therefore it should be understood that many factors can cause actual performance, transaction progress and positions to differ materially from these statements. dsm-firmenich has no obligation to update the statements contained in this press release, unless required by law. This communication contains information that qualifies as inside information within the meaning of Article 7(1) of the EU Market Abuse Regulation. The English language version of this press release prevails over other language versions.
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dsm-firmenich awards 2026 Nutrition Research Grant to five projects investigating the role of nutrients and bio-actives in supporting healthy longevity in Asia Pacific
