How Journalists Use Social Media (and Why It Matters for PR)

At Cision we’ve been tracking the relationship between journalism and social media since 2009 through our annual State of the Media Report. When we first started the report, as a small joint study with George Washington University, we wanted to get a pulse on how journalists were using social media – than an innovative new technology – in both their work and their interactions with PR professionals. 

At that time, only 56% of journalists said social media was “important” or “somewhat important” for reporting and producing stories. Compare that to the 2025 State of the Media, where 96% of journalists say they use social media for their work.

Social media's influence on how audiences consume journalists’ content is steadily growing. According to the 2024 Reuters Institute Digital News Report, social media is becoming an increasingly popular avenue for news consumption, with younger audiences gravitating toward short form ‘reel’ videos on TikTok, Instagram, and YouTube. Only 22% identified news websites or apps as their main source of online news – down 10 percentage points from the same survey in 2018.

With news consumption so ubiquitous across social media, it’s understandable that journalists and the brands they work for are pivoting to these platforms. However, their preferences can vary. Cision’s 2025 State of the Media Report asked which social media platforms reporters used most frequently.

LinkedIn came in first place with 59%, ahead of Instagram (51%) and Facebook (53%).

Of the use cases for social media, most journalists said they use it to publish and promote content. Their top five work-related reasons for utilizing social are:

• To publish/promote content– 64%
• To interact with my audience – 55%
• To crowdsource information for stories – 51%
• To network – 48%
• To pick up on trending topics – 47%

For PR professionals, it’s important to understand how journalists use social media and what channels they value the most. By helping them source information and amplifying their voices around news stories or topics, PR practitioners can add value and build relationships.

How Has Social Media Changed Journalism?

Think about the way reporters work, how they source and verify information, and publish and disseminate news. That’s all changed from the days of newspapers and broadcast bulletins – largely thanks to social media.

Platforms like X (formerly Twitter) acted as an extension of the 24-hour rolling news coverage delivered by the likes of CNN, Fox News and MSNBC. Twitter’s earliest incarnation displayed updates in chronological order, offering a real-time feed for users (including journalists) to see breaking news as it happened.

A landmark moment for social media came in the early days of Twitter when U.S. Airways Flight 1549 was forced to make an emergency landing in the Hudson River in January 2009. User Janis Krums witnessed it all, and turned to social media to report what he saw.

“There’s a plane in the Hudson. I’m on the ferry going to pick up the people. Crazy.” Krums tweeted along with a Twitpic photo to his 170 followers (he now has more than 10,000). Within the hour Krums was being interviewed by major U.S. broadcasters as the man who broke “The Miracle on the Hudson” story.

Twitter co-founder Jack Dorsey once said that this photo “changed everything” for the social media company. “Suddenly the world turned its attention because we were the source of news – and it wasn’t us, it was this person in the boat using the service, which is even more amazing,” he told CNBC.

The incident demonstrated social media’s potential to break and shape stories. News was no longer driving social media; social media was driving the news.

Social’s trending features soon became ubiquitous, showing the most popular and talked-about topics at any given moment. For journalists and news organizations, this provided a real-time snapshot of what's happening worldwide (and what they should consider covering).

Reporters turned to social media to find and research stories, then promote them across these platforms and reach a wider audience. They could also use it to connect directly with their audience and communicate with sources. Public figures became more accessible, and anything they published on their own social feeds became material for news outlets.

Social media’s rise also affected how journalists work day to day. Newsrooms have gradually shifted from boots-on-the-ground reporting to more desk-based research and working with contacts remotely. This, in truth, began with the internet and email but was amplified by the emergence of social media.

The more digital outlets and social platforms emerged, the faster stories circulated and the more accessible they became to a global audience. As people increasingly get their news from a diverse range of social media feeds, what does that mean for the value of news?

Publications increasingly adopted a “digital first” mindset. A story published exclusively in print could be picked up by an online outlet and spread anywhere digitally and across social media. With that in mind, the onus was on individual outlets to publish across all their own platforms simultaneously (be they print, website, or social).

Platform ownership rings true for freelance journalists, too. Social has created ecosystems that offer ways for independent journalists to build their own personal brands. With the ability to publish directly to audiences through content creation platforms like Substack and Medium,  freelance journalists can cultivate a following and monetize their content without being beholden to traditional media outlets.

Social has created a more fragmented and diverse media landscape – and for journalists and PR and comms teams, that means navigating more information (and challenges) than ever before.

Journalism and Social Media: What Are the Challenges?

Social media has created new opportunities for brands and reporters to get their stories seen. However, it also presents fresh challenges, both to traditional media organizations and journalists.

The 2025 State of the Media Report saw 28% of journalists describe “competing with social media influencers and digital content creators for audience attention” as one of their biggest challenges in the last year. It’s not just influencers that have disrupted the journalism/social media relationship; there are many factors in play, such as:

Business Model Disruption

As journalism and social media become increasingly intertwined, the traditional business model of subscriptions and advertising revenue has found itself severely affected. As news moves freely across platforms like X, TikTok and Facebook, it’s now much harder for media organizations to monetize their content.

Print advertising has declined significantly as readers migrate online, while much of digital ad revenue is captured by tech giants like Google and Facebook, leaving news organizations competing for a smaller slice of the pie. This has made it tougher for publishers to rely on advertising revenue streams to support their operations.

Misinformation and AI-Generated Content

Misinformation and fake news on social media has posed a major challenge for journalists, who now find themselves operating in an environment where false information can spread quickly. This chimes with the 2025 State of the Media Report, where 40% of journalists said they found online misinformation one of their biggest challenges in the last year.

Plus, generative AI tools like ChatGPT are raising concerns about creating manipulated media at scale that undermine the credibility of journalism. You need only look at the weaponization of deepfakes, where false images and video can spread quickly and lead to reputational damage.

Verification and Fact-Checking Challenges

Social media fact-checking is a time-consuming and resource-intensive task, putting additional strain on newsrooms already stretched thin.

With the vast amount of information circulating on social media, journalists face an uphill task to verify the authenticity and accuracy of sources, images, and videos. This has become even more challenging on platforms like X, where a monetized system means any account, genuine or not, must pay for verification.

Algorithms and Echo Chambers

Social media also comes with challenges around platforms’ use of algorithms to prioritize content that draws engagement – potentially at the expense of nuanced, fact-based reporting.

This has led to the spread of misinformation and the creation of ideological echo chambers, where people primarily encounter news and viewpoints that only align with their existing interests.

Exposure to Personal Attacks

Social media has opened journalists to increased personal attacks and harassment, with online trolls and critics often targeting them for their reporting, opinions or perceived biases.

This blurring of the lines between personal and professional can take an emotional toll and potentially lead to self-censorship or even leaving social media altogether.

Speed vs. Accuracy

The constant demand for real-time news updates and the pressure to be first to break a story on social media can sometimes conflict with the journalistic principles of accuracy and thoroughness.

Journalists must find a balance between delivering timely information and ensuring that their reporting is well researched and fact checked.

How Journalists Use Social Media

As journalists increase their social activity, it’s vital for PR professionals to understand the various ways they use different platforms. For example, their Instagram feeds will likely look a lot different to their LinkedIn profile. Or they may be very active on X, but have little presence on Facebook. Often, they might favor one platform for breaking news stories, but use another to build their personal brands and interact with their followers.

The differences in the way journalists use social media should inform how PR professionals use social media in their outreach. While you may approach a journalist who’s active on Instagram with a story that can be told visually (and providing images, video, or infographics), you might use LinkedIn as an opportunity to build a rapport with them, following them and commenting on their posts.

To guide you further, we’ve highlighted some of the common use cases among journalists for today’s most popular social media platforms. Keep this in mind when creating your social media PR strategy.

How Journalists Use LinkedIn

A career-focused platform, LinkedIn is becoming increasingly valuable for journalism – as demonstrated by the 2025 State of the Media revealing that 59% use it for professional purposes, making it the number one social platform for reporters globally.

On an individual level, LinkedIn helps journalists with...

• Professional networking: Journalists can connect with other professionals in the media industry – think sources, editors, and potential collaborators, facilitating networking opportunities and potential career moves.
• Sharing thought leadership content: Posting updates, articles, or commentary on relevant industry news or trends, journalists can position themselves as knowledgeable voices within their areas of coverage and expertise.
• Showcasing personal accomplishments: LinkedIn is an environment for journalists to talk about their own work, their professional achievement and the evolution of their careers. It’s a place to enhance their credibility and visibility.

How Journalists Use Facebook

Though predominantly seen as a personal social media platform, Facebook can still be a valuable tool for media professionals thanks to its large user base and multimedia capabilities and functions.

Journalists may use Facebook to...

• Promote and distribute content: Journalists can make their Facebook profiles public to share links to their articles or broadcast segments, increasing visibility and driving traffic to their primary platforms.
• Leverage multimedia: Facebook’s strength with multimedia formats means journalists can experiment with everything from live broadcasts to Stories and 360-degree videos, enhancing their work and creating a more immersive experience for their followers.
• Join industry groups and discussions: Facebook discussion groups relevant to a journalist’s area of coverage are useful for sourcing and gathering information, engaging with relevant communities and sharing content. For example, The Social Media Geekout is worthwhile for any journalist (or PR for that matter) looking to stay informed on all things social.

How Journalists Use Instagram

Instagram provides journalists with a visual platform to share imagery, engage with readers, and promote their stories. Here they can build a more personal connection with their audiences and expand their reach beyond traditional media channels.

Other uses for Instagram for PR pros to consider:

• Behind-the-scenes glimpses: Journalists can showcase imagery from events, conferences, or their workplace, giving followers the chance to see how they work daily.
• Personal brand building: Instagram lets journalists showcase their interests and expertise beyond work; it helps them establish a unique voice and connect with a like-minded audience.
• Visual storytelling: Striking images and video can complement written work, offering a visual route into a journalist’s stories.

How Journalists Use X

Long seen as a destination for breaking news, X has evolved from a fast-paced platform for sharing concise updates to an algorithm-driven resource that captures trending conversations at any given moment.

Though it’s changed significantly in recent years (with many features now for paid subscribers only), it’s still a popular and valuable resource for journalists to...

• Share real-time news and commentary: The platform’s real-time nature still makes it a go-to for journalists to report on breaking news events as they unfold, sharing live updates, images, and videos with their followers.
• Take part in Spaces: As more journalists explore podcasting and audio, X’s Spaces offers a way for reporters and brands to hold live conversations and connect with their audience in a new way.
• Source information and network: Journalists can use X to crowdsource information, monitor trending topics, and connect with experts to provide valuable insights for their reporting. PRs should look out for #journorequest or #journorequests for ways to connect.

How Journalists Use TikTok

With 30% of TikTok users between the ages of 18 and 24, the video platform is a useful tool for reaching younger audiences. Startup brands like The News Movement and established organizations like the BBC are building sizable followings through their short-form TikTok content. In fact, nearly 10% of Gen Z users now prefer TikTok over established search engines like Google when looking for information.

On an individual level, TikTok can also help journalists...

• Experiment with new storytelling formats: TikTok encourages journalists to explore creative and visually compelling ways to package news stories, from using humor and memes to leveraging popular trends and challenges.
• Repurpose existing content: TikTok offers scope for journalists to repackage existing content in video form, bringing it to a new audience.
• Build personal brands: Like Instagram, TikTok gives journalists the chance to show their personal interests, and share behind-the-scenes experiences. This fosters a more personal connection with their followers over time.

How Journalists Use Threads

Launched in July 2023, Threads works similarly to X with users posting short updates of text, links, images, and videos. As a Meta-owned platform it’s integrated with Instagram, meaning journalists can bring over their Instagram followers to Threads.

Though in its infancy, Threads can help journalists...

• Showcase their latest content: With its multimedia capabilities journalists can post their latest images or video work, plus share links to their stories on other media outlet websites. 
• Publish longer-form ‘Threads’: Like X, Threads lets users link together multiple posts – worthwhile for any journalist wanting to break down a longer story or share sequential updates from an event.
• Interact and connect: Threads’s ability to reshare and comment on other users’ posts makes it a useful platform to interact with followers, gauge reader feedback, and network and connect with experts for potential stories.

How Journalists Use Bluesky

Originally launched by Twitter co-founder Jack Dorsey in 2021, Bluesky has grown in popularity over the last 12 months as an alternative to X. (And according to our 2025 State of the Media Report, it has already surpassed TikTok in its popularity among journalists.) Like that platform’s earlier incarnation, Bluesky offers short, real-time text and multimedia content with a main feed presented in chronological order.

Many journalists are now flocking to Bluesky to...

• Share breaking news and updates: Bluesky's chronological feed makes it ideal for journalists to post real-time updates and breaking news stories without algorithm interference. Its additional discover feed brings in wider algorithm-driven updates from across the platform.
• Build engaged communities: Journalists can leverage Bluesky's growing user base of early adopters and media professionals to develop meaningful connections – the platform’s lists feature lets users build collections of notable accounts to follow relating to certain topics or trends.
• Follow relevant trends or topics: Bluesky’s feeds feature lets users build customized timelines by subscribing to different feeds, which are lists of posts curated by algorithms or users around certain topics (e.g., you’ll find the latest book trends and updates from more than 24,000 users in the BookSky feed).

How Journalists Use Reddit

Reddit is a valuable resource for seeking diverse perspectives, niche expertise, and grassroots discussion. It’s a vast vault of community discissions on almost any topic you can think of.

Reddit can also help journalists with...

• Information gathering: Journalists can monitor relevant subreddits to look for potential story angles, find eyewitness accounts, or seek expertise from knowledgeable users on specific topics.
• Supplementing research: Reddit's archive of discussions and user-submitted content is vast and across almost any niche you can think of. This can aid journalists in background research or exploring alternative viewpoints on stories they're covering.
• Take part in an Ask Me Anything (AMA): These sessions allow users to pose questions to public figures or those with specialist knowledge and experience. Journalists can participate with their own questions or, if they have a large enough profile in their specific industry, host one themselves to build their profile.

However, Reddit is underutilized by journalists, with only 9% using it for professional purposes, according to the 2025 State of the Media. Here’s where PR professionals have an opportunity: they can use Reddit to tap into user-generated content and link with sources from various backgrounds and interests to generate content ideas.

Social Media Tips for PR Pros Working with Journalists

The social media landscape is sizable, and PR professionals trying to connect with journalists across multiple platforms will naturally face challenges.

Here are six quick tips about how best to work with reporters across social, based on research we’ve undertaken on journalists’ social media behaviors and preferences:

• Follow and engage with relevant journalists: Your brand and personal social accounts should be following reporters aligned with your sector and industry. That way you can both stay on each other's radar and be aware of the latest work they’re producing.
• Share newsworthy and valuable content: This will give you a solid social media presence and establish credibility with reporters. This is especially useful for new organizations or those that haven’t gotten much publicity yet.
• Analyze journalists’ social activity and preferences: How are the journalists you follow using social media? Is it to promote content, share personal posts, or engage with followers? Ensure you’re aware of how individual journalists utilize social before reaching out to them directly.
• Be wary of pitching via social DMs: Sliding into a journalist’s DMs might not be the most effective way to reach them. According to the 2025 State of the Media, just 8% of journalists say they prefer to be pitched via social or direct message. Seventeen percent say they would put a PR on their “don’t call” list if they contact them on social media when they’ve never met.
• Understand journalists’ challenges with social media: Social media is both a platform to help PR pros understand what makes journalists tick on a personal and professional level, and an avenue for getting to know the kind of content their followers want. By understanding their pain points, you can provide them with the resources they need and become better partners.
• Take a cue from journalists: Reporters are considered influencers and experts at building their own brands. PR professionals would do well to use social media in a similar way. Not only is it also a great way to build awareness for clients and understand what's trending, but a strong social media presence will help build your credibility in the eyes of journalists.

PR software can also help you bring together the points above. For example, a platform like CisionOne offers social and outreach features to help you track conversations across multiple social platforms and build out robust media lists for pitching.

Social Media’s Impact on the Journalist/PR Relationship

Journalists looking to harness social media need to be nimble and creative. While platforms like LinkedIn and Bluesky are text-driven, Instagram and TikTok rely on visuals, putting the onus on journalists to develop their multimedia skillsets.

For PR teams, understanding this shifting landscape and its impact on journalism is crucial. As reporters adapt to new platforms and formats, PR pros must tailor their strategies accordingly to leverage social media and engage with journalists to share compelling stories (check out Four Ways to Improve Your Social Media PR for more tips).

It’s also worth remembering that PR practitioners face many of the same challenges as editorial teams. After all, they’re also working to adapt their strategies to meet the changing needs and preferences of their audiences.

Ultimately, both are looking to craft compelling stories that resonate with their respective audiences – and many of the lessons they take from journalism’s use of social media can be applied to content for their own brands and campaigns.

By developing a robust knowledge of social media, PR professionals can position themselves as key partners for journalists and gain a greater understanding of how it impacts them, too.

Ready to learn more? Find out how CisionOne Social can help connect you with the right journalists and influencers to share your stories. Explore the platform.