How social media has earned its place inside and outside the newsroom
Newsflash, journalists aren’t just sitting around waiting for stories to land in their inbox!
Social media has become one of the most important tools in a journalist’s daily workflow. Just about all of them are turning to social to find sources and gather information. According to the 2026 State of the Media Report, which surveyed more than 1,800 reporters, a massive 97% said they use social media as part of their daily work – that leaves just 3% who are offline during worktime!
For PR professionals, this shift creates a huge opportunity. Understanding where journalists spend their time, what they use different platforms for, and how they engage online can help PR pros build stronger relationships and create outreach that actually connects.
Using insights from the State of the Media Report, let’s take a look at the big three changes in the way journalists are using social media today – and how PR teams can make the most of it:
First: A journalist’s hang out spots are more varied than you think
When it comes to journalist engagements, not every platform delivers the same results. An understanding of where journalists are most active means PR pros can focus their efforts in the right places rather than spreading themselves too thin.
According to the Cision report, LinkedIn remains the leading platform for professional use globally, with 62% of journalists citing it as their most-used channel. This probably won’t come as a surprise – LinkedIn is where many journalists share industry insights, discuss trends, and build their professional networks. It’s a space where credibility and relationships are built over time.
Instagram (54%) and Facebook (53%) follow behind, but there’s another platform gaining attention: Bluesky. Launched in early 2023, the platform is already being used by 12% of journalists – putting it close to Reddit (13%), a long-standing online community space.
So PR professionals take note – the platform’s smaller size (41.41M users by the end of last year) means organic visibility is higher. Those journalists who use it are often more active and more approachable than they are on more saturated platforms. Perhaps it’s time to look beyond the mainstream channels!
Second: Social media is the new Swiss Army Knife for journalists
How journalists use social media is just as important as knowing where they are.
In an era of shrinking newsroom reach, journalists have become their own marketing departments and for many, social media has become a place to find stories, share work, connect with audiences, and understand what conversations are happening in real time.
The Cision report found the top reason journalists use social media is to publish and promote their own content (54%), followed by 37% who use social media to interact with audiences.
For PR professionals, a journalist’s social media activity provides a key window into what they care about, what topics they are covering, and how they engage with their communities. B2B organizations shouldn’t forget to share relevant pieces written by these target journalists too, they’ll notice who is giving them engagement and that bodes well for future mindshare!
And third: Social media is a two-way street
A strong social media presence is about more than just regular posting. It’s about being visible, relevant, and useful.
Around 45% of journalists actively use social media to find sources for story ideas, only second to PR-provided content such as press releases, pitches, media kits. This highlights how a company’s online presence isn’t just a place to broadcast brand promotion – it’s an opportunity to become a valuable resource for journalists.
So, what are journalists looking for from PR professionals?
The 2026 State of the Media Report found that data and research (47%) are the most valuable resources journalists want to receive. This didn’t come as a surprise to our team, as we’ve previously covered how data remains important to journalists who want their content to stand up against fake news and disinformation. As AI-generated content takes on new guises, it’s no surprise that credible information remains top of mind for journalists.
So here’s how to become a social media hit with journalists:
- Are you counting? Track the journalists that count! Start by following journalists who cover your client’s target industries. Pay attention to the stories they write, the topics they regularly discuss, and how they interact with their audience – it’s social listening 101. This research can help uncover what matters to them and can make future outreach much more relevant.
- Keep an eagle eye on #journorequest and #PRrequest: These hashtags, especially on X and LinkedIn, can be some of the most direct ways to identify pitch opportunities. Journalists often use #journorequest when they are actively looking for experts, sources, or case studies. PR pros that actively monitor these conversations can ensure they respond at exactly the right moment with something genuinely valuable.
- Add to the conversation, not just visibility: When sharing a journalist’s story or engaging with their content, don’t just repost it. Think about what can be added to the conversation. Perhaps your client has supporting research, a relevant perspective, expert commentary, or a different viewpoint that could expand the discussion. The aim is to build a presence that journalists find valuable even when you’re not pitching. If a journalist sees your client as a trusted source of insight before a pitch arrives, you’re already creating a stronger foundation for future coverage.
Master the social feeds to improve journalist engagement
There’s no question that journalists are more active on social media than ever before. But knowing where they are is only the first step. It’s the job of a PR pro to use social media as a relationship-building tool rather than simply another place to improve brand visibility.
Hannah Watson is PR Lead – Analytics at IBA International.
