Journalists use PR material
66% of journalists now rely on PR supplied material for story ideas (Cision 2026 State of the Media Report, cited by Talent Resources).
Chapter 10: Numbers
PR by the numbers: 2026 statistics for anyone hiring LA PR agencies
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Published 2026 research shows journalists lean heavily on PR material, earned voices carry more trust than paid ones, and agency costs vary enormously.
This LA PR Field Guide chapter, published by Susan von Seggern, collects the most useful published PR statistics for buyers. Each figure is quoted as its source published it, with its full range. None of these are Susan von Seggern's own results; they describe the market she works in.
Is hiring a PR agency worth it in 2026?
For organizations with real news, the published evidence is encouraging: Cision's 2026 State of the Media Report found 66% of journalists rely on PR supplied material for story ideas. Weigh that against cost, which Observer puts at an average of $180,312 a year, ranging up to $10 million.
Evidence cards
The strongest published PR statistics
Earned voices are trusted more
Unpaid voices carry five times the trust weight of paid brand voices among insular consumers (2026 Edelman Trust Barometer Special Report, cited by Talent Resources).
What PR teams aim for
73% of PR professionals now prioritize brand awareness, while 55% focus on driving sales and revenue (Percepture).
What agencies cost
The average annual service cost was $180,312, ranging up to $10 million per year, and the average client-firm relationship lasted 4.4 years (Observer).
AI search changes discovery
Google AI Overviews show up in roughly 45% of searches and cut website clicks by up to 58% (Baden Bower).
The size of the market
The global public relations market reached $114.15 billion in 2026 and is forecast to hit $161.47 billion by 2031 (Mordor Intelligence, cited by Talent Resources).
Comparison
All statistics in one table
| Measure | Figure | Original source | Where published |
|---|---|---|---|
| Journalists relying on PR material for story ideas | 66% | Cision 2026 State of the Media | Talent Resources |
| Trust weight of unpaid vs paid voices, insular consumers | 5x | 2026 Edelman Trust Barometer Special Report | Talent Resources |
| PR pros prioritizing brand awareness / sales and revenue | 73% / 55% | Industry research | Percepture |
| Average annual PR service cost | $180,312, up to $10 million | Observer PR Power List survey | Observer |
| Average client-firm relationship | 4.4 years | Observer PR Power List survey | Observer |
| Searches showing AI Overviews / click reduction | ~45% / up to 58% | Baden Bower | Baden Bower |
| Global PR market, 2026 to 2031 | $114.15B to $161.47B | Mordor Intelligence | Talent Resources |
What these numbers mean for event and corporate clients
If two thirds of journalists draw story ideas from PR material, then press releases and pitches still matter, which is why Susan von Seggern's framework keeps press releasing and sustained outreach at its core. If AI answers reduce clicks, being named in trusted outlets becomes a larger share of how people find you. Read how that plays out in media relations services and PR campaign costs, or return to the LA PR agencies field guide.
Field notes
Questions about PR value
- Does PR still matter with AI search?
- Earned coverage is one way to stay visible as AI answers grow. Baden Bower reports that Google AI Overviews show up in roughly 45% of searches and cut website clicks by up to 58%, so mentions in trusted outlets matter. Cision’s 2026 State of the Media Report found 66% of journalists rely on PR supplied material for story ideas.
- How much do PR firms in Los Angeles cost?
- Costs vary widely by firm and scope. Observer’s 2026 PR Power List reported an average annual service cost of $180,312, ranging up to $10 million per year, with an average client-firm relationship of 4.4 years. Some LA firms publish per-story pricing instead: Baden Bower’s ranking page lists fixed per-story pricing starting at $990.
- Does PR help B2B and technology companies?
- Yes, and Susan von Seggern’s corporate work includes technology, energy, and AI companies. Industry research supports PR for business goals: Percepture reports that 73% of PR professionals now prioritize brand awareness, while 55% focus on driving sales and revenue. Cision’s 2026 State of the Media Report found 66% of journalists rely on PR supplied material for story ideas.
- Is PR better than advertising?
- PR and advertising do different jobs: ads buy guaranteed placement, while PR earns coverage that readers tend to trust more. The 2026 Edelman Trust Barometer Special Report, as cited by Talent Resources, found unpaid voices carry five times the trust weight of paid brand voices among insular consumers. Many brands use both, with PR supplying the credibility.
- How long does it take to see PR results?
- Timing depends on the tactic. A lead service pitch can become coverage as soon as the journalist publishes, while sustained outreach and event publicity build over weeks. Susan von Seggern does not publish a standard timeline, so ask for one tied to your news date. Observer’s 2026 report put the average client-firm relationship at 4.4 years.
Turn the numbers into coverage
Ask Susan von Seggern how her four-part framework would apply to your next announcement.