Fewer journalists find CEOs to be credible sources!

Fewer journalists find CEOs to be credible sources! 



This is according to Muckrack, a program that PR Pros use. It puts out its State of Journalism report. As a former TV producer and journalist, I always find the findings really interesting. It helps us when pitching to stay on top of what journalists like and don’t like. We get insights as to updated best practices as to when to pitch and how long people read them for. 


Here are some of the highlights from this year’s report:

  • Economic uncertainty has impacted the work of around two-thirds of journalists.
  • The number of journalists who say they’re more likely to respond to pitches now compared to last year has increased by about 7%.
  • Journalists plan to spend more time on Youtube, Linkedin, and TikTok.
  • About half of journalists considered leaving Twitter, but only 28% say they plan to spend less time on the social network this year.
  • Fewer journalists find CEOs to be credible sources. 74% found them credible in the 2021 report versus 62% this year.
  • Millennials and Gen X are the most commonly reported target audiences for journalists.
  • Journalists cite lack of funding and disinformation as top concerns for the industry.


I find most of this so interesting! Glad more journos are likely to respond to pitches! That’s a great upward trend! 🙂

When a CEO is not seen as a credible source, to me, that means they were not portrayed in the right way. They either don’t have PR help, or they don’t have the right messaging! This is the bread and butter of what we do! We build a narrative around your expertise to make it foolproof that you are an expert in your field and that what you have to say is not only important but should be heard! 


If you’re curious about this process – book a free call with me! 



SAVE THE DATE! Our next Lunch N Learn is coming up on May 4th @ 12:30pm EST!

Topic is coming soon!