Picture your 2026 planning meeting. The headcount line item is tight. The expectations are not. Meanwhile, how people discover brands is shifting again as AI tools summarize, recommend, and evaluate in seconds.
That is the tension sitting underneath the biggest 2026 PR Trends. You are asked to do more with less while protecting what still wins: trust, relationships and clear stories that travel.
To capture the fastest-changing trends, we asked PR Consultants Group experts across the country to share the 2026 PR trends they are watching and how smart teams should respond. PR Consultants Group is a nationwide network of senior communications and marketing pros across major US markets.
Key Takeaways For 2026 PR Planning
- Expect leaner teams and larger AI tool budgets, with more pressure to prove outcomes
- PR is becoming the front door for how AI systems explain your brand
- Messaging needs to work for humans and algorithms
- Earned media and media relationships are gaining value again because third-party validation is harder to fake
- Press releases are not dead, they are evolving into citation-friendly, search-friendly assets
- Storytelling and human angles are the antidote to generic AI content
- High-tech only works with high-touch relationship building
Smaller Teams, Bigger AI Budgets In 2026 PR
“I believe the top PR trend for 2026 will be budgeting. Leaders will trim headcount and shift more dollars to AI software and tools, expecting equal or better outcomes from lean teams trained to orchestrate tech. The agencies that win will pair a few strong strategists with a smart AI stack while moving fees from hours to outcomes. Let AI handle versions and research while humans own judgment, tone and relationships. Use tools for scale, not for the soul of the story.”
What this means: AI becomes a line item, not a side experiment. The teams that stay valuable will document what humans do best: setting the strategy, finding the angle, protecting reputation, coaching spokespeople and earning coverage that actually moves decisions.
Jo Trizila
Representing Dallas/Fort Worth, Texas
PR Defines the Conclusions AI Makes About You
“AI systems now synthesize your entire public footprint into instant judgments. That makes PR the primary driver of how your brand is explained and understood. The companies stuck counting clicks are falling behind; the ones curating strong, consistent signals are controlling the conclusions being drawn about them.”
What this means: Your “public footprint” is now a product. It is made of earned media, owned content, executive presence, third-party reviews, partner mentions and consistency across channels. AI systems stitch that together and serve a verdict.
Elizabeth Edwards
Volume PR & Engagement Science Lab
Representing Denver, Colorado
Algorithm-compatible Messaging
“Brands will need to create messaging that is not only audience-relevant but also algorithm-compatible.”
What this means: It is not enough to write well. Your content also needs to be easy to interpret, with clear positioning, consistent terms, tight summaries, FAQ-style sections and proof points that can be lifted accurately.
Leigh Fazzina
Fazzina & Co. Communications Consulting
Representing Philadelphia, Pennsylvania
Make ROI C-Suite-Clear
“PR and marketing firms will win and keep business in 2026 by translating work into executive outcomes. Lead with what leaders track: sales lift, share of voice and trust. If you can connect your strategy and outcomes to those three needles, you will stay indispensable.”
What this means: Reporting needs to sound like leadership. Vanity metrics will not save your budget. Outcome reporting might.
Nancy Wiser
Representing Louisville, Kentucky and Lexington, Kentucky
The Press Release Isn’t Dead…
“Some experts say the press release is dying. But it’s not. Reporters are still asking for them. Sometimes a well-crafted email isn’t enough. But it’s also making a resurgence from an SEO perspective, ensuring you and your news can still be found online. Not all news needs one, but if you are strategic with them, they can still work to your advantage.”
What this means: The release has two audiences again: journalists and machines. Releases that are structured, specific and searchable can support discovery long after the initial pitch.
Jason Brown
PublicCity PR
Representing Detroit, Michigan
Storytelling For The Win
“It’s a trend as old as time – storytelling. LinkedIn job postings in the U.S. that include the term “storyteller” doubled in the year ended November 26. Many brands and companies make the mistake of focusing on products and features rather than why they matter and who cares. However, with media outlets shrinking and AI-generated content eroding authority and trust, there’s a renewed interest in developing a winning strategy for 2026 that’s authentic, human and relatable. That’s where storytelling comes in. Good content demands good stories for press outreach, social media, blogs, podcasts, case studies, Substack newsletters and other branded content. That means including characters who face conflicts, overcome challenges and connect them to customers and other stakeholders. AI can’t do that. Only people can.”
What this means: In a sea of generic content, the story that sticks is the one with humans in it. Not a mascot. Not a mission statement. A real person with real stakes.
Judy Kalvin
Kalvin Public Relations
Representing New York, New York
An Unprecedented Need For PR And Storytelling
“As more people skip website search results and get their info from AI search instead, brands will invest more heavily in public relations and authentic, factual storytelling that is crafted with generative AI in mind. This increased demand for PR services has the potential to make this an exciting year of growth for PR professionals; therefore, we need to stay on top of the latest trends and strategies for maximizing our clients’ appearance in AI results. It’s also a renewed opportunity for former journalists and content writers to put their skills to use for companies who recognize the importance of generative AI.”
What this means: AI search is not a future problem. It is a visibility problem right now. The brands that invest in credible storytelling will show up more often, more accurately.
Hilary Reiter Azzaretti
Redhead Marketing & PR
Representing Salt Lake City, Utah
Always On PR
“In 2026, Generative Engine Optimization (GEO) will deliver tangible ROI for PR beyond impressions and top-of-funnel metrics. Earned content, always-on media relations, repurposed messaging and the return of the news release (but re-tooled to drive citations) will make PR a must-have rather than a nice-to-have in the marketing mix.”
What this means: PR programs will look less like a burst calendar and more like a steady drumbeat. Consistent, repurposable messaging increases the odds your brand gets cited, referenced and remembered.
Kris Naidl, APR
Laughlin Constable Public Relations – Chicago
Representing Chicago, Illinois
Pay-to-Play Offers Visibility In An AI-World
“As newsrooms continue to shrink, public relations is evolving even more into a pay-to-play model. At the same time, AI gives brands a strategic advantage, helping shape messages and manage visibility across an increasingly algorithmic media landscape. Every paid article, interview and expert quote becomes part of the signal that trains models and shapes tomorrow’s AI-generated answers.”
What this means: Paid visibility is rising, but it must be handled with care. Disclosure, credibility and placement quality matter more than volume.
Jennifer Chan
Porch Light PR
Representing Indianapolis, Indiana
Media Relations Is Back
“Just when I thought I was seeing the near death of legacy media, a huge reprieve is here: as AI reshapes how information is found, ranked and trusted, earned media has become one of the strongest drivers of authority – not only with human audiences but increasingly with AI search engines, recommendation systems and knowledge models. In an environment where anyone can publish content, third-party validation is now the premium currency of credibility. As we head into 2026, strong media relationships and credible coverage don’t just build trust – they actively shape how expertise is recognized, surfaced and remembered in AI-driven ecosystems.”
What this means: Earned media is not “old school.” It is proof that someone independent cared enough to vet you.
Jennifer Regen Bisbee, APR, Fellow PRSA
Bisbee and Company, Inc.
Representing Orlando. Florida
An AI Reset Is Coming for PR leaders
“AI done the right way will become more accepted in 2026, much like the way it’s OK to use spell-check and conduct research online vs. the library. Some communicators will continue to dismiss AI after poor results, but that’s because of their weak prompts. Acceptance of answers generated by AI searches will continue as well. Sifting through a list of blue links will be seen as old school. The self-proclaimed AI gurus will keep trying – and missing. One week they claim it’s Reddit, next it’s a particular wire service. The latest guesses on the magic solution to what AI systems reference will prove unreliable. The solution is to feed the AI machine with credible earned media content.”
What this means: AI becomes normal, but sloppy AI becomes a liability. The winning move is not chasing hacks. It is building credible inputs.
Jeffrey Davis
J. Davis Public Relations, LLC
Representing Baltimore, Maryland
Engaging “All” Audiences
“Funding is perilous these days and word choice matters. When drafting plans to engage the public in 2026, avoid words that trigger political debate, e.g., ‘diverse, equitable and inclusive.’ Instead, emphasize giving EVERYONE a voice through ‘far-reaching engagement with ALL stakeholders (or audiences).’ Don’t think of it as diluting the intention of thoughtful engagement. Think of it as truly being inclusive of all – without saying it that way.”
What this means: Language choices can expand your reach or derail your message. This is not about abandoning values. It is about communicating in a way that keeps the door open.
Marie Silver Keister
MurphyEpson, Inc.
Representing Columbus, Ohio
AI Is Reshaping How Senior Communicators Prove Their Value
“One of the biggest shifts I’m seeing in public relations right now is how communicators are leaning into AI as a springboard to strategic leadership. Savvy teams are using AI for first drafts, media targeting and campaign measurement. But the real magic is in how that time saved is being reinvested into higher-level thinking for things like judgment, storytelling and decision-making. Here’s the real takeaway: The power isn’t in using AI. It’s in using it to lead with strategy, ethics and trust. I don’t believe AI will replace us, but it can free us to focus on the work that truly moves the needle.”
What this means: AI can buy time. The question is what you do with it. If you spend the savings on more content, you will blend in. If you spend it on better strategy, you will stand out.
Monique Farmer, APR
Avant Solutions
Representing Omaha, Nebraska
Collaborate to Win
“Strategic Collaborations drive PR success by improving AI search results. AI search performance relies heavily on authentic organic content. Brand and community partnerships, network affiliations and influencer and media alliances produce the kind of authoritative information AI search engines favor. Good AI search results are essential for positive brand visibility.”
What this means: Partnerships create third-party signals at scale. They also create story angles you cannot fake.
Melanie Berry McCraney
McCraney Communications
Representing Birmingham, Alabama
Authentic Storytelling Still Matters
“At a time when the world is dazzled (or terrified) by the potential of AI, authentic storytelling still matters. As PR professionals, our role is to craft narratives rooted in real impact: community stories, human experiences and credible data. Just as important, we must clearly articulate why those stories matter now, connecting them to real human behavior, cultural shifts and the social issues shaping our world.”
What this means: Your best stories will be the ones with receipts: data, lived experience, community impact and relevance right now.
Mary Ullmann Japhet
Representing San Antonio, Texas
Humanizing Stories + Personalized Pitches
“Between AI changing the landscape and consumers turning more and more to streaming services, PR is going to need to lean into the human element of a story. Both in pitch and press release language for AI and in pitches. I’m seeing reporters increasingly seeking unique human angles to a story – for example, for a new restaurant opening, the pitch is about not just the business launch, but a story about how the owner started cooking with their grandmother at age 3; or how the chef used to be a CPA. I think publicists are going to need to find human interest angles to pitch to the appropriate media with specific, unique angles for each. Thoughtful, focused human-centric pitches are going to become much more important.”
What this means: Spray-and-pray pitching will keep dying. Personal, human-first pitching will keep winning.
Liz Morgan
Representing Jacksonville, Florida
Back To Basics For Real Media Relationships
“Today, more than ever, with the shrinking and consolidation of the media landscape, if you want to practice media relations, it means going back to basics and having ‘true relationships’ with the media and that includes influencers, podcasters and of course traditional media too.”
What this means: “Media” is a bigger category now, but the rule is the same: relationships beat transactions.
Joice Truban Curry
Representing San Diego, California and Palm Springs, California
High-Tech Requires High-Touch
“It’s more important than ever to maintain personal relationships with decision-makers and continually ask the question, ‘How can I make it as easy as possible for them to amplify my client’s story?’ As our industry becomes more high-tech and we embrace a select set of AI tools, a ‘high-touch,’ empathetic approach to working with human gatekeepers is critical to keeping clients at top of mind with key audiences.”
What this means: The human gatekeepers are still there. Producers, editors, podcast hosts, community leaders and partners still choose what gets attention. Make their job easier.
Tracie Broom
Flock and Rally: Integrated Communications & Marketing
Representing Columbia, South Carolina
One Agency, Multi-State PR Execution
“The biggest trend I’m seeing with our clients, and with conversations we’re having with soon-to-be clients, is asking us about the ability to execute their PR initiatives and campaigns in other cities and states they are expanding to outside of Boston. Whereas in previous years, the norm for those very same clients would enter a new state and look for a boots-on-the-ground agency to represent them. Those times have changed. We have five Boston/Massachusetts-based clients where we’re handling their PR efforts in a combined 18 different states, and we expect both of those numbers to increase in 2026.”
What this means: Clients expanding beyond their areas and are choosing one lead agency to run consistent PR across multiple states instead of hiring a new boots-on-the-ground firm in every market.
Dominic Amenta
DPA Communications
Representing Boston, Massachusetts
The New Public Affairs Playbook In Washington
“The role of traditional public affairs in policymaking has fundamentally changed. The old, reliable playbook relied on volume and visibility—loud megaphones, full-court presses, public events, press conferences, television ads, and front-page newspaper placements designed to build broad public consensus. Today’s playbook is far more targeted. Influence now flows through reaching a narrow set of decision-makers and the trusted voices in their immediate orbit, often on niche platforms far removed from mass audiences. In this environment, a well-placed op-ed in a low-circulation, insider email newsletter can carry more impact than a front-page story in The Washington Post. This represents a profound shift in how policy influence is built and measured. Whether it proves to be a temporary feature of the current administration or a permanent evolution driven by a fragmented media landscape remains to be seen. But the implications for public affairs strategy are already unmistakable.”
What this means: For public affairs teams , this means shifting from broad, high-visibility campaigns to precision strategies that quietly influence a small circle of key decision-makers and their trusted insiders.
Mike Burita
Burita Media Solutions
Representing Washington, DC
A practical 2026 PR Trends action plan
If you want a simple way to operationalize these 2026 PR Trends, start here:
- Cut the tool stack to what your team will actually use
- Lock brand voice and fact-check rules before AI drafts anything public
- Run a footprint audit: what credible sources say about you today
- Update your messaging so it is consistent, clear and repeatable
- Build a release plan that supports journalists and search discoverability
- Track outcomes leaders care about: sales lift, share of voice and trust
- Build an always-on media cadence
- Prioritize relationship maintenance, not just pitching
- Add partnerships that create third-party validation
- Keep storytelling human, specific and provable
If you want help applying these trends in your market, PR Consultants Group can connect you with senior-level experts across the country.
About the Author
Jo Trizila, Founder & CEO, TrizCom Public Relations
Jo Trizila leads Dallas‑based TrizCom PR, an award‑winning digital public relations agency she founded in 2008. She has guided integrated PR programs for startups, middle‑market companies and national brands, with deep experience in crisis communications, expert positioning and data‑driven media strategy. Jo is also the creator of Pitch PR, a press release distribution company and a frequent speaker on earned media ROI, including sessions at the Earned Media Mastery virtual summit.