Public relations (or PR) has massively changed over the past few years.
Whilst it once involved big stunts, newspaper mentions and calling up journalist newsrooms to pitch ideas over the phone, PR is now largely dominated by content aimed at driving information and building reputation. And with the rise of AI, PR teams are now fighting even harder for attention.
How Has PR Evolved Over The Past Few Years?
In years gone by, successful PR was measured in newspaper clippings and brand mentions. However now, building reputation takes a lot more than just a newspaper headline.
The rise of influencers, the shrinking of newsrooms and the growth of AI have all changed how brands communicate with their audiences. PRs need to be one step ahead of the game, not just driving trends but actually creating them.
As 2026 rolls around, we spoke to the experts about what the future of the industry could look like.
Will AI distract from real stories? Are shrinking newsrooms destroying the industry? And most importantly, do brands only care about being mentioned in press anymore?
Interested in what they had to say, let’s get into it…
Our Experts
- Gemma Eccleston, Managing Director of Hendrix Rose PR
- Claire Gamble, Managing Director at Unhooked Communications
- Ella Broadbent, Senior PR Consultant at Petal & Co
- Peter Remon, Account Director at BlueSky Education PR
- Charlotte Stoel, Group Managing Director at Firefly Communications
- Ilona Hitel, Founder at CommsCo PR
- Sally McDonald, Director at Onboard PR
- Lottie West, Head of Global PR at Fox Agency
- Megan Dooley, Head of PR at TAL Agency
- Marco Fiori, Managing Director at Bamboo
- Ashley Rudd, Co-Founder at MODA PR
- Rachael Hewitson, Senior PR Account Manager at Clearly PR
- Lexi Mills, CEO of Shift6 Studios
- Iain Patton, Director at Ethical Team PR
For any questions, comments or features, please contact us directly.
Gemma Eccleston, Managing Director of Hendrix Rose PR
“In 2026, one term will dominate: Generative Engine Optimisation. Stripped of the jargon, it is simply a new label for practices PR teams have been doing for years anyway. It’s all about structuring, creating and shaping authoritative narratives in reputable outlets and encouraging meaningful discussion on the social platforms that matter. The difference now is that these efforts are no longer aimed solely at human audiences. They must also appeal to large language models and AI search summaries that increasingly influence how people discover brands.
“This shift is also reshaping PR measurement. Traditional metrics, such as circulation figures and sentiment, will feel increasingly lacklustre if they fail to account for AI discovery and outcomes that link to business objectives. PR teams will need frameworks that evaluate visibility within AI overviews, how often a brand is cited and understand the credibility signals that determine whether an organisation appears at all.
“But above all, 2026 will be the year trust returns to the centre. Journalists are already fatigued by AI-written pitches, fake spokespeople and the bland copy churned out by automation. What will cut through is the work that has distinctive ideas, genuine expertise, creative storytelling and verifiable human voices.”
Claire Gamble, Managing Director at Unhooked Communications
“In 2026, trust will be a key theme for PR. As AI-powered search changes how people discover information, products and services, brands need to move away from surface-level marketing and instead show real expertise and insights across multiple channels. Research shows that large language models increasingly draw from brand websites, social media, forums, reviews and reputable media sources, meaning businesses need to build a strong pipeline of content across these channels.
“At the same time, the volume of low-quality, AI-generated content is rising. The media has reported a worrying number of instances of fabricated spokespeople and case studies. Not only does this risk relationships between businesses, PRs and the media, but it can lead to a lack of confidence amongst the public and other stakeholders, making PR that is transparent, evidence-led and human more important than ever.
“Consumer behaviour is also shifting, with people moving between digital and physical touchpoints. Reviews, case studies, expert guidance, social proof and in-store experiences can all influence buying decisions. Influencers and content creators can support here, but these partnerships are most effective when they offer genuine experiences and useful information, rather than overly polished promotions.
“In a noisy and fast-moving landscape, businesses that make sure their PR focuses on credibility, authenticity and long-term trust will be the ones that achieve greater results.”
Ella Broadbent, Senior PR Consultant at Petal & Co
“2026 will be the year that PR shifts from being solely for human audiences to also becoming an influencer for GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation).
“We’re watching a clear change in how content is created, consumed, and queried. For brands, the next 6–12 months matter. AI-driven search tools and the summaries they produce are already shaping visibility and reputation. When content is structured for the data sources that feed these systems, brands stand a stronger chance of appearing accurately and consistently. AI platforms draw on a broad mix of material, and editorial coverage in respected outlets remains a strong signal. This places renewed emphasis on media relations: interviews, expert comments, and features in trusted publications give AI models credible material to reference.
“By 2026, GEO will sit within regular reporting and be treated as a practical measure of visibility, engagement, and overall marketing performance.
“Brands that invest early – building credible media presence, shaping content for AI interpretation, and tracking how well it performs – will be poised for the opportunities that GEO and AEO bring. Those that hold back risk slipping from view in the channels that influence decision-making.”
For any questions, comments or features, please contact us directly.
Peter Remon, Account Director at BlueSky Education PR
“My biggest prediction for PR in 2026 is the rise in importance of hyper-personalised media outlets – those with small but highly engaged audiences.
While legacy outlets remain critical for broad brand awareness, the real impact will increasingly come from targeting media that speaks to highly-specific, engaged audiences – think niche newsletters, podcasts, Substacks, and trade publications. These channels aren’t just smaller; they are more trusted, more focused, and more likely to drive action among their communities.
“The shift reflects a deeper change in how people consume information: audiences no longer passively absorb mass media – they choose channels that resonate with their interests, challenges, and professional contexts. For PR professionals, this means that the most impactful coverage now won’t always be in global or national media outlets.
“In practice, this could mean prioritising outlets like TechRound or specialised industry newsletters that reach highly motivated readers over a generalist tech section in a national newspaper. The companies that grasp this early, and build good connections with leading sector influencers will not only gain attention but also build credibility, trust, and long-term relationships with the audiences that matter most. In 2026, the future of PR will be less about volume and more about precision, relevance, and resonance.”
Charlotte Stoel, Group Managing Director at Firefly Communications
“Companies that have shifted towards a centralised PR structure – maybe for cost control during this difficult economic backdrop – are beginning to recognise that results can plateau once the initial efficiencies are realised. Centralisation promises speed and neat alignment of messaging, but it can inadvertently sacrifice the local depth and resonance that actually drive meaningful impact. Nowhere is this more evident than in Europe, where each country is distinctly shaped by culture, media behaviour, and business norms.
“The brands that truly gain traction are those that stay informed, connected, and attuned to the nuances that make each market tick. It’s a misconception to view Europe as fragmented or unwieldy. When executed well, a European PR approach becomes a strategic advantage, balancing unified brand consistency with the flair, credibility, and cultural fluency that only on-the-ground insight can deliver.
“The UK continues to be a natural launchpad for companies breaking into Europe, rewarding strong thought leadership, global ambition, and a clear point of view. But sustaining momentum across the region requires more than one-size-fits-all messaging pushed from a central hub. When handled with the right combination of strategy and local expertise, PR becomes part of the investor narrative, part of the customer experience, and tangible proof that a company truly understands the markets it seeks to grow into.”
Ilona Hitel, Founder at CommsCo PR
“There will be an increased need for authentic content, journalists are directly telling us that they don’t want to be on the receiving end of AI related pitches. Experienced and original PR pitches will be in far greater demand.
“Differentiation and storytelling will be key to business success amid the noise; execs need to have a strategic approach to communicating their business value with personality and authenticity.
“That said, AI tools will increase to help PRs become more efficient and productive across their businesses. The winning PR agencies will be those that deploy AI and agentic AI next year to streamline back-office processes.
“Publications will sadly continue to shrink. We’ve seen major tech outlets closing or consolidating. However, there will likely be more outlets focused on niche or AI specific technology areas.
“LLMs will make the value of PR much more transparent and quantifiable, tracking sources of references and search versus competitors.”
For any questions, comments or features, please contact us directly.
Sally McDonald, Director at Onboard PR
“Due to tighter budgets, clients are having to be more considered than ever when it comes to engaging a PR partner – something that has fuelled a shift towards specialist firms winning business over industry generalists. In saturated and fast-changing industries such as HR technology, more and more vendors are turning to specialist PRs for their proven expertise and industry knowledge. These clients need coverage that cuts through the noise, and which speaks directly to their buyers’ needs; a PR team that can deliver impact quickly – and on a lean budget.
“In years gone by, great PR partners were those who offered strategic support, strong copywriting, and established media contacts. Results-driven teams who knew how to spin a great story. All of these requirements still stand today but increasingly, clients need PR professionals who can ramp quickly with very little learning lag – and that calls for subject matter expertise. This is why, in 2026, we’ll continue to see growing demand for specialist PR as clients look to streamline efficiencies while driving strategic comms that build rapid profile and engagement.”
Lottie West, Head of Global PR at Fox Agency
“PR has long been grappling with its position in businesses – and too often is seen as a delivery function rather than a strategic function. This can result in misalignment and too much time spent on the wrong things, leading to underwhelming results. Reputation is the key to unlocking this more strategic positioning and elevating the role of PR.
“We have already seen reputation moving up the corporate agenda, and this shows no sign of slowing as we move into 2026. Everyone understands the cost of a reputational crisis – with stories proliferating and taking on a life of their own on social media to a jittery market responding to reputational wobbles. Next year we will see businesses double down on protecting reputation; and this necessitates a seat at the table for comms. We will see increasing alignment between reputational metrics and financial metrics, and an increase in crisis mitigation as anxious businesses respond to volatile times.
“In amongst this, there is an opportunity for PR to demonstrate its value in building foundations of trust and credibility through open, transparent, and authentic communication.”
Megan Dooley, Head of PR at TAL Agency
“2026 will be the year the industry fully recalibrates around AI. But not as a disruptor, more as a true contributor to planning, executing and measuring PR deliverables. This change won’t be about replacing real human judgement, but more about giving it a shot of steroids. We need to be using AI to do more of the heavy lifting when it comes to data analysis, media mapping and sentiment modelling, allowing PR teams to make faster, more evidence-based and creative decisions.
“On the flipside of this, on a global scale, I expect a stronger emphasis on authenticity. As AI-generated content becomes more sophisticated and more widespread – and more convincing – audiences will have to sharpen their sensitivity to what feels genuine. Brands will need to double down on human insight, genuine lived experience, and transparent storytelling to maintain credibility. In reality, that means AI will support the groundwork, but the nuance, tone and emotional intelligence stays with the humans.
“2026 will reward PR teams who embrace AI thoughtfully – using it to enhance their creativity, not replace it.”
For any questions, comments or features, please contact us directly.
Marco Fiori, Managing Director at Bamboo
“PR will become the main driver of AI-era brand visibility in 2026. As chatbots and LLMs continue to rely on trusted journalism, earned media will directly influence where and how brands appear in AI-driven search. That elevates PR from reputation support to a discoverability engine. Expect comms teams to work closer with digital and content teams for a joint effort approach.
“Entry-level PR roles will move up the value chain. As AI takes over admin, research, and early story development, junior hires will spend more time refining story angles and delivering smarter media outreach. They will also help coordinate campaigns earlier in their career.
“PR will shed its image problem and claim strategic authority. More in the industry will stop tolerating the idea that PR is optional or secondary to business success. In an AI-enabled world where trust and real connection are scarce, PR will be positioned as a strategic enabler of credibility, culture, and growth.”
Ashley Rudd, Co-Founder at MODA PR
“2026 is set to be the year personal PR overtakes traditional influencer marketing. Brands are moving their budgets towards founder-led visibility because people trust real humans, not faceless logos. A strong founder story now delivers more impact than a perfectly curated campaign, making personal PR essential for building authority, loyalty and commercial results.
“Journalists are demanding substance over slogans, which means agencies specialising in expert positioning will lead the industry. Founders, CEOs and specialists who can articulate clear, confident viewpoints will secure the most meaningful coverage.
“With newsrooms continuing to shrink, earned media is becoming tougher to land. The smartest brands are becoming their own publishers through newsletters, podcasts, LinkedIn authority content and educational ecosystems, often generating more visibility than traditional features.
“Crucially, PR is now judged on revenue influence, not press volume. Clients want to know whether their profile is generating leads, conversions, trust and long-term brand equity. The work must clearly link visibility to opportunity.
“Founders who combine consistent authority stacking with honest, values-led storytelling will stand out. Polished perfection is out; lived experience and human connection are in. In 2026, authenticity isn’t just admired, it’s a commercial advantage.”
Rachael Hewitson, Senior PR Account Manager at Clearly PR
“As we look ahead to 2026, one trend is becoming increasingly clear across every sector: businesses want more flexibility from their communications partners. Fixed retainers are feeling too restrictive for companies navigating constant market shifts and evolving strategies. The move towards agile PR models is likely to accelerate as brands look for partnerships that can adapt at the same pace they do.
!Another major trend shaping PR in 2026 will be how agencies and brands manage the role of AI in communications. An over-reliance on AI-generated content risks diminishing credibility, and journalists continue to emphasise the need for real expert insights. The most effective agencies will be the ones who use AI to enhance and streamline the work they do, rather than replace it.
Finally, the relationship between PR and SEO will become more important than ever. Media overage and content that ranks highly, and supports digital discoverability will be essential. PR teams that create content for AI-search engines in mind, and write stories that resonate with both journalists and algorithms will deliver the highest value.”
Lexi Mills, CEO of Shift6 Studios
“2026 will be the year PR’s value becomes clearer. In a world where anyone can generate content, the ability to build genuine trust becomes the real differentiator. The best PRs will deepen their understanding of the algorithms and technologies behind information discovery. Digital reputation management will shape the impact of traditional skills and relationships, and win the trust of media and their audiences.
“With AI generating more than half of what people see online, provenance will matter more than presentation. We are already seeing this with emerging standards like C2PA. I expect the industry to move towards verifiable proof that quotes, data and expert commentary originate from real people. This follows the same logic seen in finance years ago: trust needs infrastructure. We will also see a new kind of PR specialist, able to operate fluidly across PR, marketing and search as these worlds merge under AI-driven discovery. It mirrors the moment SEO stopped being a bolt-on and became part of how strategy was built. PR is now at a similar point.
“Success metrics will change too. Rather than counting placements, we will be judged on how often machines cite our clients as authoritative sources. It is an unusual hybrid moment where we write for humans, but must assume a machine will interpret us first. The teams that adapt to that reality will set the pace for the industry.”
Iain Patton, Director at Ethical Team PR
“AI will change the DNA of environmental, climate and sustainability communications in 2026. AI-generated content and search algorithms will reward brands that anchor their sustainability claims in structured, verifiable data. In a climate of cynicism and increasing greenwashing regulation, authenticity and proof will matter more than corporate intent. For PR professionals, sustainability communications will shift from a narrative of hope to a discipline of evidence. Audiences and policymakers now demand transparency, measurable results, and credible reporting, not marketing spin.
“AI’s influence on truth in PR is a double-edged sword. While AI can surface meaningful insights, fact-check content, and automate monitoring for misleading claims, it can also magnify misinformation or synthetic narratives if left unchecked. The ethical challenge for sustainability communicators is to harness AI for clarity, not confusion: leveraging tools that label AI-generated outputs, building context into every story, and encouraging human oversight at every stage.
“In 2026, successful environmental, climate and sustainability PR campaigns will blend human creativity and AI-powered data analysis to build trust. Agencies that master this balancing act will win by making truth actionable and verifiable, helping brands earn credibility in a landscape where every word is scrutinised by both regulators and automated systems.”
For any questions, comments or features, please contact us directly.
