We’ve blinked, and 2025 is almost over. For those of us working with the media space, there has been no shortage of unpredictable stories that have kept us on our toes and plenty of others we saw coming from miles away.
As AI, media, and audience behavior continue to shift and move in both expected and unexpected directions, PR professionals will also need to evolve in our roles.
Based on what we’re seeing across our client work, conversations with journalists, and larger industry trends, we’ve put together five predictions for PR in 2026.
Prediction 1: The Press Release Lives On
As we touched on in our 25th anniversary infographic, press releases are still relied on by journalists for story ideas and accurate on-the-record information for target audiences. But in 2026, press releases will increasingly serve a second, critical audience: LLMs.
Generative engine optimization (GEO) is already shifting how information is surfaced online, and the press release serves as a machine-readable format for AI models to train on. Their clear structure, headlines, datelines, and boilerplates make them perfect for LLMs to interpret and surface information.
In 2026, brands that continue to utilize well-written and properly formatted press releases should see increased visibility.
Prediction 2: Crisis Communications Becomes Front of Mind for Orgs Using AI
AI misuse, from deepfakes to AI-generated customer scams, and brand-damaging misinformation, is quickly accelerating, and becoming more sophisticated every day.
Tools like Sora and Nano Banana Pro have already demonstrated how easy it is for everyday users to generate images and video in ways previously reserved for experts.
In 2026, brands must be aware of:
AI-generated misinformation (External Risk)
Deepfake executive audio, altered product images, or fabricated screenshots can go viral before your team even notices.
Brands like DoorDash are already seeing users altering product images to extract refunds or benefits, a trend guaranteed to grow.
Customer misuse of AI tools (Platform Risk)
For companies building AI tools or integrating them into their applications, it’s important to set clear and strong guardrails to avoid cases of misuse and continue to update these regularly.
Brand self-inflicted AI crises (Trust Risk)
AI use in content or messaging aiming to reflect a very human sentiment must be cautious, as audiences can react harshly if there is a perceived disconnect. Take McDonald’s Netherlands for example. Their ad featuring AI-generated videos led to fierce public backlash, which was further ignited by a response that users interpreted as tone-deaf.
In 2026, PR teams will need to plan for:
- AI misinformation sweeps
- Scenario planning around AI-generated content
- Rapid response to any cases of misuse
- Strengthening brand reputation every single day, not just during a crisis
Prediction 3: AI Will Push Newsrooms to Become Even More Skeptical and Aggressive
We once called the internet the information superhighway. In 2026, that analogy will still ring true, only now AI is the engine powering (or taking away) much of the traffic.
AI tools can speed up research, but they also create more opportunities to fabricate information. This shift means that in 2026, reporters will double down on verifying every source, claim, and data point as anxiety around accuracy and the truth in reporting grows.
We expect:
More rigorous fact-checking
Editors will implement more intense validation processes to combat AI hallucinations presented as fact.
Tougher standards for contributed content
If a pitch reads like AI (looking at you, ‘innovative’ and ‘cutting-edge’ products), it will be dismissed immediately and potentially get you blocked from a journalist’s inbox entirely.
Higher scrutiny of expert commentary
No more taking your word for it or glancing through sources. Journalists will increasingly scrutinize studies and data mentioned in expert commentary sent to them to avoid publishing AI-fabricated insights.
Shorter turnaround times
AI-assisted reporting tools will help journalists research faster, increasing the volume of stories they produce.
For brands, this means your PR team must be more diligent, more prepared, and more factual than ever before. The margin for error shrinks in a world where journalists assume every email might have been written by AI.
Prediction 4: Return of the PR-Journo Lunch
AI’s effect on journalists’ inboxes has often been a part of the conversations we’ve been having with them since ChatGPT’s release, one giving us a peek to show they had 3,000 unreads from that day.
Genuine human connection is going to matter more than ever as journalists become inundated with tidal waves of pitches.
In 2026, we predict:
AI will auto-block irrelevant pitches
Journalists are already using AI filters to sort emails, according to the AP’s research on how newsrooms are using AI. This will continue to rise as the number of pitches grows and tools are more fine-tuned for each particular use case.
Face-to-face moments make a comeback
Journalist coffees and casual check-ins will become a larger priority as each side will necessitate the natural flow of a one-on-one conversation that can’t be replicated over the internet.
Long-term collaboration wins
Reporters don’t just want pitches; they want access, context, and experts who are trusted resources. PR pros that understand a reporter’s beat, readers, and who go beyond transactional one-off interactions, will rise above the noise.
This LinkedIn post by Cyann Fielding, a travel reporter at The Sun sums up this prediction well. She explains how in-person meetings between PR pros and journalists are more important than ever, citing she received 30 AI pitches that day.
Prediction 5: Authenticity Will Drive Every Channel, Format, and Message
For many brands, polishing content and scrubbing away imperfections is a no-brainer. But, with the advent of AI flattening content into a hyper-polished sameness, audiences are craving a human touch. As more AI content is published, audiences will be able to better recognize when AI is being utilized.
While admittedly, this is not realistic for every organization—take governments and highly regulated industries, for example—the brands that are able to embrace these practices will capture attention from journalists and consumers alike.
Expect to see:
More conversational blogs
Think relatable anecdotes and a moving away from the hyper-excitable, professionalized tone that AI defaults to. Creative vision and a sharp POV are more important than ever.
More executives sharing personal stories
Vulnerability builds trust and creates more space for natural connection to flow.
Less scripted video
Audiences want to see the humans behind the brand; if they wanted to know what AI’s take on a situation was, they would ask AI. Unique perspectives and firsthand experiences will garner authentic attention.
Look to the Future, Don’t Forget the Past
In summary, the PR industry will continue to transform with the times just as it always has. Though many fundamentals still remain true, PR pros must also consider the best practices that worked in the past and how they can be adapted to address the future.