For our new “Press Perspectives” series, we asked local journalists—in TV, radio, print, and digital news spaces—what’s shaping local news and influencing how they cover stories in 2025. While each person had a unique perspective, our conversations had one common thread: The industry is evolving fast, and we all need to evolve with it.
Misinformation, shrinking newsrooms, and AI are some of the biggest challenges journalists told us they’re facing this year.
✔️ The importance of fact-checking. “We exist in a reality where facts are questioned, and an alternative narrative can blow up like wildfire on the internet,” CNY Central News Director Sean Carroll told us. “Journalism requires us to ask the hard questions, but also to question the answers.” As PR professionals, our credibility is currency. We need to establish trust and accountability with the media to be taken seriously.
⌛ Newsrooms are stretched thin. “We’re expected to get the same amount of work done with fewer resources,” said a local TV news reporter. The takeaway? Our pitches need to be relevant, compelling, and—when possible—help make a journalist’s job easier by providing strong visuals, credible sources, and clear takeaways. Jessica Cain from WRVO Public Media teaches news writing and reporting at Syracuse University in addition to her reporting. When determining which stories to pursue, she said it simply: “News you can use will always get a lot of views.”
📱 Traditional media no longer presents stories through one medium. Maximilian Eyle, Executive Director of the Central Current, said “News has to be nimble. Much of the path forward is not written yet.” Nearly every journalist we spoke with emphasized the shift toward multi-platform content, where stories live across TV, web, social media, podcasts, and newsletters. Dr. Chris A. Bolt Ed.D. of WAER says it best: “We’re not a medium, we’re media.”
🎲 AI remains a wildcard. In addition to seeing AI in headlines across industries, newsroom leaders are grappling with ethical concerns: “We used to just worry about computer-generated images. Now we have to fact-check AI-generated scripts, fake interviews, even voices,” said Matt Saffer, Assistant News Director at CNY Central.
Strong, well-prepared sources. Relevant, timely angles. A commitment to truth. These will always matter. The fundamentals of great storytelling haven’t changed—but the way newsrooms operate has. By understanding how journalists work, where they’re focusing, and what they’re up against, we can be better partners.
Learn more about how you organization can be more strategic and more successful with your public relations efforts. And stay tuned for our next Press Perspectives post with more insights!
