2025 was a scary year for many publicists and marketers. Hundreds of journalists lost their jobs. Mass layoffs swept across industries, from tech giants like Meta and Verizon to. People’s trust in mass media continues to erode. Only 28% of U.S. adults now say they trust newspapers, TV, and radio, down from 31% last year. AI keeps confusing marketers, brands, and media alike, and journalist fatigue has reached crisis levels as generic AI pitches and automated email bots flood inboxes.
It is hard to say out loud, but PR just is not what it used to be. It is evolving, and we need to evolve with it, not against it. To truly make the most of your PR strategies, you need to understand how audiences discover brands, evaluate value, and decide what is worth their attention.
I have seen PR trends come and go, but in 2026, PR teams need to shake things up to stay relevant. Without further ado, here are the trends we are seeing at BLND that stand out as the biggest factors shaping the industry in 2026.
AI Changing Literally Everything
I know, I am sick of talking about AI too. But it is undeniable that AI has changed the game. From ChatGPT to every platform’s latest AI assistant, automation is influencing our industry more than anything else. In fact, 59% of publicists now rank AI as a top priority, using it to draft pitches, conduct research, and even distribute campaigns.
But please stop treating AI as the end-all-be-all for copy and research. AI is not perfect and cannot replace actual human thought.
I’ll say it louder for the people in the back. AI is not perfect and cannot replace actual human thought.
How to Really Use AI
To get real value from AI, you need to apply the human layer, the context, judgment, and creativity that makes its output make sense. Generative AI pulls high-ranking information from websites, social media posts, and forums, then analyzes it to create an answer it thinks is most relevant.
But sometimes, AI gets facts wrong. Sometimes, it misses nuance, tone, and the humanity that make a pitch actually compelling.
I love using AI for brainstorming, editing, or cleaning up a sentence. I even used it on this piece. But leaving it to generate full proposals or articles without a human once-over is a fast track to mediocrity and mental burnout.
Hyperpersonalization in Pitching
This trend is not new, but AI has made personalization more important and more accessible than ever. Journalists are drowning in generic, AI-sounding pitches. If you take the time to read their work, understand their beat, tone, and priorities, and craft a thoughtful pitch, you will stand out.
The spray and pray method is dead. One-off pitching, writing a complete, tailored pitch for each contact, is where your time and resources should go.
Generative Engine Optimization
Create authoritative content that AI recognizes and weighs heavily. This is critical for media relations and GEO, as owned content now plays a bigger role in how brands appear in search engines and AI summaries. As PR Lab explains:“. Media coverage now does double the work: it boosts search rankings while increasing your chances of being cited by AI systems as GEO prioritizes brand mentions and citations.”
To do this effectively, focus on both earned media relations and owned content. Content like blogs, articles, press releases (yes, wires are coming back for this reason) and social media posts show up in search results, but high-ranking websites are best. For earned strategies, focus on getting expert quotes, keywords or data in trusted media outlets to gain brand gain authority when mentioned. For owned content, optimize it with searchable keywords and answers to specific questions with digestible and easy to understand formatting and flow.
Diversify Your Media Targets… Again
Stop thinking about media only in terms of TV, newspapers, and magazines. Earned media now comes in many forms, and the most meaningful outlets are often niche and micro. With traditional media increasingly pay-to-play, Substacks, newsletters, podcasts, and even Instagram groups are where audiences turn for trusted information. PR teams need to stop treating alternative channels as optional. These are how people consume information, and we need to get with the program.
Focus on Niche, Micro-Communities
I ranted about this on Instagram, but it bears repeating. The real PR magic happens in micro-communities. Niche campaigns work best for several reasons:
- You face less competition
- Coverage goes deeper and gets more specific
- You are speaking to an audience that actually cares
When brands define their audience as “everyone” or “women” without getting more granular, they miss opportunities to engage high-value customers. Think Discord chats, Reddit threads, forums, events. Follow thought leaders and build relationships authentically. Showing up where your community already is flips the script. Instead of vying for attention, you earn it.
Final Thoughts
I hope 2026 rewards brands willing to slow down, listen, and genuinely connect, whether through real-world experiences, thoughtful tech use, or authentic community engagement. PR pros who thrive will blend strategy with humanity.
