PR Importance: 82% of Creator Journalists Start Stories From PR Pitches (New Report)
Creators and self-publishers are too prolific to ignore in 2025, making themselves increasingly essential to the journalism ecosystem.
Ensuring, then, that your marketing and public-relations messages reach them takes on added importance as well, and a new study found that a large majority of creator journalists (82%) say a portion of their stories began with a PR pitch.
“Most commonly, 45% say about 1–10% of their stories start from PR pitches,” Muck Rack’s State of Creator Journalism 2025 report says. “18% say a quarter of their output or more begin as PR pitches.”
The study found that creator journalists are more likely to consider PR professionals as essential (32%, compared to 21% of those who don’t self-publish) as well as more likely to respond to PR professionals (29%, compared to 17% of traditional journalists). As for what they suggest PR pitches to include or offer, most said interview access to sources (61%) and clear relevance to their beat (60%).
(Source: Muck Rack)
“Original data, good images and exclusives are also nice-to-haves for many,” the report says.
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