By: Doug Cipriani
Much like 2025, the year ahead is expected to bring significant changes, shifts, and developments to the PR world. From evolving newsroom dynamics that affect media relations workflows to new technology and AI-driven efficiencies, and even changes in how we communicate the value of PR itself, 2026 will introduce new rules and best practices that further push the industry forward.
According to Muck Rack’s 2025 State of PR report, AI topped the list of PR priorities for the next five years, with 59% of PR professionals expecting AI and automation to grow in importance. While we’ve all heard how AI is “changing everything,” its impact on PR is particularly significant because of how information is discovered, processed, and trusted.
As generative AI search continues to expand and platforms including ChatGPT, Google Gemini, and Microsoft Copilot all gain traction, the role of news coverage is becoming even more critical. We spoke about this in Double Forte’s own POV from 2025 on AI & The New Rules of Communications – these tools prioritize credible, authoritative sources, meaning earned media in top-tier publications will increasingly fuel AI-driven search results. In turn, this helps drive visibility, credibility, and traction for brands and clients.
This is where large language models (LLMs) come into play. LLMs continuously learn from the information that is inputted, making it essential for PR teams to prioritize coverage in outlets that are frequently sourced and cited. For example, Business Insider is one of the most commonly referenced publications by LLMs. Securing coverage in an outlet of this caliber not only reaches a large audience but also amplifies impact through increased visibility in generative AI search results.
Before leaning into this strategy, however, brands must understand their current visibility within LLMs. The start of the year is an ideal time to conduct an initial analysis and establish a baseline. By searching the types of questions an ideal customer might ask, you can determine whether and where a brand appears in AI-generated responses. This provides both a benchmark for measurement and clear insight into areas for improvement in the year ahead.
Traditionally, PR success has been measured by volume of coverage and impressions. While these metrics remain valuable for marketing and communications teams, they’re often less meaningful to executive leadership. In 2026, clearly articulating PR’s business value will be essential to maintaining and growing C-suite support and budgets.
This requires reframing results in a way that aligns with broader business goals. In addition to coverage counts and impressions, consider which metrics truly matter to the organization. Where does the business see value and how can PR performance connect to it?
For example, did a piece of coverage that included a product link correlate with a spike in sales? Did a media placement contribute to increased visibility within LLMs or AI search results? By focusing on business outcomes rather than communications-only metrics, PR leaders can make their impact more tangible without requiring executives to connect the dots themselves.
The media landscape continues to evolve and 2026 will be no exception. Staying ahead of these changes will be critical to securing coverage that truly matters. One major shift is the growing trend of journalists self-publishing their work. While reporters once wrote exclusively for traditional outlets, nearly one-third now publish independently on platforms like Substack.
This move toward independence is creating new opportunities for PR professionals. Self-published content is often distributed to highly targeted subscriber lists made up of engaged readers who have opted in. While these platforms may appear “lower tier” on the surface, their audiences can be more influential and attentive than those of larger publications. As a result, success in media relations is becoming less about the URL and more about the audience that’s truly being reached.
Alongside this shift, micro-communities are expected to grow in importance in 2026. These focused spaces, where people seek advice, recommendations, and discussion, are increasingly where influence happens. Reddit threads, Discord servers and even YouTube comment sections are emerging as valuable channels to consider, particularly when influence and engagement are key objectives.
Finally, the human element will play a central role in storytelling in the year ahead. Stories that show how a brand or product impacts real people are more relatable and more compelling to reporters. This might come from employee experiences, customer testimonials or real-world use cases. Wherever it originates, human-centered storytelling will be a crucial consideration as journalists sift through pitches in 2026.
By taking time at the start of the year to reflect on how the industry is evolving, PR professionals can position themselves for success by adapting to change rather than resisting it.
Interested in applying these trends to your own business? Reach out to Double Forte to learn more.
