6 PR predictions that will shape 2026
What worked in PR last year won’t cut it in 2026, and AI (plus other trends) are widening the gap between strategic communication and background noise. New AI tools are now part of daily workflows; audiences are paying closer attention to how and why brands communicate; and demand for transparency and community impact continue to grow.
All of this creates new opportunities – and challenges – for organizations to connect in meaningful ways, but the stakes are higher with how intentional and thoughtful communication needs to be.
At J. Walcher Communications, we’ve spent over 24 years helping clients navigate these shifts through strategic storytelling, strong relationships and a deep understanding of the communities we serve.
In this post, each member of our team shares a prediction for the year ahead – the trends, ideas and shifts we believe will shape PR and marketing in 2026.
Earned media will keep you relevant with AI
Media relations will have a major moment in 2026. As organizations race to earn placement for Generative Engine Optimization (GEO) in Google AI Overviews and answers generated by language learning models (e.g., ChatGPT, Claude), interest in earned coverage will surge – both in traditional outlets like newspapers and in newer formats such as Reddit mentions and community-driven platforms. “Trustworthy media” will take on a new meaning in the AI era, and brands will compete fiercely for credibility and visibility.
What this means: Posting content on your blog and newsletter is great, but the best credibility will be found through earned media. Organizations need to identify experts and topics that they can champion to be part of and shape the narrative.
– Sandy Young, CEO and Owner
Keeping human stories alive
Stories and sources will become more important than ever: If there’s one thing that PR professionals can do, that AI cannot, is provide the stories and sources needed to capture the attention of the reporter, and then result in a story that is interesting, authentic and credible.
What this means: Talk to your clients or sources within your company, and talk to them some more, to discover and uncover that precious data and use it.
– Jean Walcher, Founder
Go all in on influencers
Influencers are a leading partner in brand recognition. Companies and organizations must acknowledge the momentum that content creators can provide. This year, go beyond sending them a package or asking them to participate in your fully formed campaign. Ask them to be part of the experience, whether it’s shaping the creative process or experiencing the client’s product for themselves in highly visual ways. They want to be part of it, according to Sprout Social.
We’ve seen this with Hermès. The notoriously exclusive luxury brand brought influencers into a free, multisensory mystery in Manhattan. Locally, we worked with the award-winning Italian eatery Civico 1845 to debut its 10th anniversary menu with culinary star power. Renowned San Diego chefs added their own twist to Calabrian fare on a limited-time menu, and influencers and media were the first to try it.
What this means: Before sending merch to an influencer or inviting them to your storefront, ask yourself and your clients, “Could we engage them earlier with brainstorming?” If that’s not possible, consider how your clients can engage influencers’ five senses and share that experience with their followers.
– Olivia Stafford, Account Supervisor
Maximize impact with fewer outlets
The media landscape has seen its fair share of conglomeration in recent years, and the trend will continue. As more newspapers and television stations operate under shared parent companies, this shift presents a powerful opportunity for strategic public relations.
What this means: Building strong, intentional relationships with media partners across these outlets is key. Proactively pitch them for in-studio interviews, live segments or reporter-led packages. When executed effectively, a single well-placed story can generate coverage across multiple channels, secure potential national pickup, and deliver cross-platform exposure through social media and YouTube.
To maximize impact, identify a compelling, character-driven narrative – one that captures attention, resonates with audiences and strengthens long-term brand trust.
– Molly Pincherli, Account Executive
AI slop must stop
AI-generated content will dominate graphic design and visual media – not gradually seeping into feeds as it did in 2025 but flooding them entirely.
Last year, we had simple “starter packs” and warm-hued, fuzzy graphics. But with Sora 2, Nano Banana Pro and Tilly Norwood now available, sophisticated AI content will be limited to the pros while amateur AI content creators will scale their output (and income), even serving it to babies. (Scary!)
What this means: To build trust, organizations will need to focus on visuals of their staff, volunteers and clients – stock images won’t work with audiences that are wary of AI-generated content or are easily deceived.
– Mariah Almasco, Account Executive
Wield AI wisely
Hyper-personalization will be the next phase of AI. We’ve become familiar with how to use AI, tailoring our writing with AI agents and using them as another branch of our brain when we just can’t put our thoughts into words.
But AI content is becoming more intelligent by the day and is able to do far more than just clean up a press release. It is now blurring the lines of customer service and ethical data management.
What this means: Content will continue becoming much more personal, with AI relying on data analysis and machine learning to create unique, one-on-one online experiences for users. This is already affecting areas like geo-targeted advertising, chatbots, online recommendations and other areas that can increase user satisfaction with a more personalized experience. Being generic will no longer cut it.
– Olivia Rodriguez, Account Coordinator
