NEW YORK, NY: A record 94% of local TV news producers are open to being pitched for stories by PR people representing brands and non-profits. That’s the highest total in the 25 years that broadcast public relations firm D S Simon Media has been conducting its TV News Producers Study.
The report “Understanding the Evolving Media Landscape,” also includes news about local television news. While there has been much coverage about newsroom staff being cut, there has been less coverage of the fact that there is more local TV news content than ever before. “There are not only more hours of local TV news, but that programming is being formatted for the web, social media and YouTube which means more work,” says Doug Simon, CEO at D S Simon Media. “PR is now a staff extension of the shrinking newsroom.”
Local TV news remains the most trusted media source according to the firm’s research. 85% of the public find local TV news more trustworthy than social media and 67% gave it the trust advantage over network news.
The report had additional good news for brands trying to earn media to improve AI discoverability. 90% of producers prefer to interview in-house spokespeople compared to third-party experts. “This allows your brand to become associated with the answers to questions people are asking across the large language models,” says Simon.
Among its additional findings:
- 94% of producers expect to continue using Zoom or similar platforms for interviews
- The report highlights key editorial themes gaining traction in 2026, including health and wellness, food and beverage, technology, travel, personal finance, retail and consumer goods
“The pace of change in the TV newsroom is unprecedented,” said Simon. “For brands looking to build trust, authenticity and GEO, local TV news is an opportunity that can’t be overlooked.”
Download the report here.
About the Research
The survey was conducted by D S Simon Media in February 2026. The results were submitted through SurveyMonkey. It was sent to reporters and producers at local TV news stations nationwide. The results were compiled from the responses of 51 producers and reporters who had the option to reply anonymously. Tellingly, more than half requested to see a copy of the results.
About D S Simon Media
D S Simon Media is a recognized innovator in broadcast public relations and the creator of the industry’s first AI-Powered Broadcast Media Tour™. Over the last five years, the firm has scheduled and produced more than 5,000 media segments annually, further establishing itself as a category leader. Clients include top brands in healthcare, technology, travel, financial services, food and beverage, consumer goods, entertainment, retail, non-profits, and associations.
D S Simon Media owns its own studio and multiple control rooms at its New York headquarters. Its average employee tenure is 12 years, which contributes to its client retention rate of more than 95%. The company produces an industry-leading podcast, “PR’s Top Pros Talk…” hosted by its CEO, Doug Simon. Celebrating its 40th Anniversary in 2026, the company has won more than 125 industry awards.