PR TRENDS: THE SHIFTS YOU CAN'T IGNORE IN 2025

Summary from the TLDR Marketing newsletter

LinkedIn has overtaken X as the top social platform for journalists in 2025, making it the most effective place for PR professionals to build relationships. Despite some rise in DM-based outreach, 96% of journalists still prefer to receive pitches via email. Journalists now value exclusives more than original research and prioritize access to credible sources over story ideas or data. Irrelevant pitches are increasing, with 47% of journalists saying they seldom receive relevant outreach, and response rates continue to decline as pitch volumes rise. With ongoing layoffs and more journalists moving to independent platforms like Substack, PR professionals must focus on relevance, personalization, and consistency to cut through the noise.