Are journalists OK with the use of AI for crafting press releases and PR pitches? Which types of content from PR professionals do they rely on most? Why do they reject PR content? Do they think most PR content is of good quality?

To find out, researchers at Global Results Communications surveyed 1,500+ journalists worldwide.

Some 44% of respondents say they have a negative view of the use of AI by PR pros to craft press releases and pitches, 12% have a positive view, and 38% are neutral.

Press releases are the type of PR content most used by journalists (51% say they use them).

Journalists say the top reasons they reject PR content and pitches are that they're irrelevant (44% cite as a reason) and/or are too promotional (33%).

Some 47% of journalists say most PR content is of good quality, 39% say it is of poor quality, and 5% say it is of excellent quality.

About the research: The report was based on data from a survey of more than 1,500 journalists worldwide.