Global Results Communications Unveils 2025 Annual Survey of Journalists: AI Emerges as Defining Factor in PR–Media Relations
IRVINE, Calif. — September 30, 2025 — Global Results Communications (GRC), an award-winning public relations agency celebrating 20 years of service, today announced the findings of its third annual international survey of more than 1,500 journalists. The 2025 survey uncovers a growing paradox in the relationship between journalists and public relations professionals: while over 80% of journalists rely on PR for content and sources, they increasingly voice skepticism over quality—particularly when it comes to the use of artificial intelligence (AI).
Key Findings
AI raises red flags: More than 43% of journalists expressed negative views about AI-generated pitches, citing concerns that they “read like a bot wrote it,” lack perspective, and erode editorial trust.
Heavy reliance continues: 81% of respondents reported relying on PR professionals, at least occasionally, for story content and sources, though nearly half of PR content was rated as poor in quality.
Email dominance and overload: 94% prefer email pitches, but many flagged inbox saturation and generic outreach as pain points.
Content priorities: Press releases remain the backbone of journalist reliance (51%), but demand is growing for thought leadership and case studies that deliver unique, editorial-ready insights
The AI Factor
When asked about the use of AI in crafting press releases and pitches, only 12% of journalists responded positively, while nearly 44% viewed it negatively. Respondents equated AI-generated content with “cookie-cutter” approaches that diminish credibility, underscoring the need for human oversight and authentic storytelling
“AI has become a polarizing issue in media relations,” said Valerie Christopherson, Founder and CEO of Global Results Communications. “Our survey shows that while journalists recognize the efficiency AI brings, they overwhelmingly want human insight, editorial context, and authenticity. The future of PR isn’t about replacing the human voice with technology, but about using technology to enhance it. At GRC, we believe trust is built not through more pitches, but through smarter, more thoughtful storytelling.”
About the Survey
The 2025 GRC Annual Survey reflects insights from journalists across digital, print, and broadcast media, with a strong representation from tech, healthcare, and business reporters. The survey continues to serve as an industry barometer for how PR professionals can adapt to meet the evolving demands of a press corps under pressure.
The complete survey results can be found at: www.globalresultspr.com
About Global Results Communications
Founded in 2005, Global Results Communications (GRC) is an award-winning public relations agency with a global presence. GRC partners with technology, healthcare, and business innovators to deliver integrated PR, analyst relations, thought leadership, and strategic communications programs. For more information, visit www.globalresultspr.com
