Each year, the Public Relations Global Network (PRGN) brings together insights from over 50 member agencies to forecast the trends shaping public relations and communications. The 2026 PR Predictions stands out for its clear message that the business of public relations is changing fast and that the stakes have never been higher.
Across continents, one message is clear: measurable business impact is now the main standard for public relations. Vanity metrics and buzzwords are out and clients want to see how public relations moves the business, not only how many headlines it generates. This shift comes with shrinking media landscapes and tighter budgets, especially in North America and Europe.
AI and data are reshaping the field but they do not replace the human role. In the Middle East and Asia, agencies blend AI-powered tools with local cultural insight to build trust across borders. Generative Engine Optimization (GEO)—the art of making content discoverable by AI search engines—has become essential as tools like ChatGPT now reach hundreds of millions of users each week. Public relations teams must ensure their stories are not only published but also cited as credible sources by AI systems. This is a global trend yet the approach differs, as U.S. agencies focus on integrating AI into every phase of their work while European partners stress ethical use and transparency.
Authenticity is the new competitive edge. After years of misinformation and synthetic content, audiences everywhere—from Latin America to Southeast Asia—are demanding real stories and verifiable truth.
Brands that communicate with transparency and a human tone will stand out, especially as AI-generated content floods digital channels.
In 2026, the most valuable brand asset is not just reputation—it is proof. Third-party endorsements, earned media and credible data are what AI and people alike trust most.
Regional differences add nuance to these global shifts. In the U.S., the rise of omnichannel communications is creating new ways for brands to connect, yet the need for authentic content remains. European agencies are preparing for stricter regulations on sustainability claims and a growing demand for “organic communication”—messages that sound unmistakably human. In Asia, public relations strategies are becoming more personalized and data-driven to match changing consumer behavior. Meanwhile, Latin American agencies are turning to self-publishing platforms and podcasts to bypass slow or crowded traditional media.
The role of public relations professionals is evolving. They are no longer just storytellers; they are now trusted advisers, crisis managers and digital reputation architects. The best agencies are building teams that combine AI skills with strategic thinking, empathy and cultural awareness. They are also investing in predictive analytics to spot issues before they become crises and in training leaders to communicate with clarity and courage in a noisy and often polarized world.
For anyone working in public relations, communications or marketing, these predictions offer both a challenge and an opportunity. The landscape is more complex than ever, but the path forward is clear: focus on outcomes, embrace new technology without losing your human voice and build trust through proof, not just promises.
If you want to see how these trends play out in detail—and how agencies from every corner of the globe are preparing for 2026—I invite you to read the full collection of predictions below from members of PRGN.
And if you are interested to hear a summary of the predictions and further industry analysis for how the PR sector will be shaped in 2026, listen to the PRGN Presents podcast where I speak with podcast host and PRGN member Abbie Fink, president of HMA Public Relations.
2026 PR and Comms Predictions by Members of PRGN:
“As global narratives fragment and data becomes sovereign, PR will evolve into the business of context. Businesses will demand that agencies thrive by mastering cultural intelligence — using data ethically and locally to build trust across borders while navigating new AI and privacy regulations.
2026 is the year PR grows a backbone. Forget vanity metrics and buzzword soup — our clients will demand measurable business outcomes. The agencies that combine AI precision with bold, human-led creativity will dominate while the rest drown in their own dashboards.”
Nick Leighton – Owner & CEO, NettResults, Dubai, United Arab Emirates.
“After a year dominated by misinformation and synthetic content, audiences are losing patience with manipulation. In 2026, I expect a pendulum swing toward authenticity as a competitive advantage. People will reward organizations that communicate with transparency, humanity, and verifiable truth.
For communicators, this means our craft must evolve. We must do more than fight misinformation. We need to model what credible communication looks like in an AI-driven world. We have to pair technology with judgment, automation with accountability, and data with empathy.
The organizations that win trust in 2026 will be those that sound less like algorithms and more like people. They will be grounded in purpose, clear about what they stand for, and unafraid to show their humanity.”
Brad Kostka – President, Roopco, Cleveland, Ohio, USA
“We know that smart written content, earned media and published materials build trust, brand awareness and support critical new initiatives like generative engine optimization (GEO). At the same time, media outlets have increasingly limited editorial resources and longer and longer publishing lead times for bylined articles and expert-source stories – sometimes causing the content in question to no longer be relevant by the publication date. We see this as both an opportunity and necessity for PR professionals to expand their counsel to clients and bring to the forefront new and innovateive ways to showcase thought leadership expertise and elevate voices on trusted platforms. In 2026 we are incorporating self-publishing platforms into our thought leadership strategies. Looking at tools including Substack, Medium, Beehiiv and Ghost that can open doors for opinion-based content when trade, vertical and national press is backlogged, understaffed or simply non-responsive. While earned media is always the goal, we believe it’s also time to educate clients on the paid media landscape and why having budget allocated for specific thought leadership opportunities – in particular podcasts and tier-one media such as Forbes Business Council and Entrepreneur Leadership Network – can be worthwhile investments that move the needle on reputation and reach.”
Ann Smith – Founder & President, A.wordsmith, Portland, Oregon, USA
Authenticity will outperform aesthetics
In 2026, credibility becomes the new currency. Consumers and journalists alike will value honesty and imperfection over glossy storytelling. AI will make it easier to create, but harder to believe — which means that real stories, real faces, and real voices will stand out.
Our two cents: Brands that speak with transparency and humanity will cut through the noise.
AI-Driven creativity, human-led strategy
Generative AI will take over repetitive tasks — drafting, summarizing, monitoring — but creative direction and strategic sense will stay human. Agencies that know how to combine both will set the tone.
Our two cents: 2026 is not about using AI, but about using it smartly — responsibly, transparently, and with clear creative purpose.
From Influence to trust
Influencer marketing is evolving. The future belongs to trusted experts rather than lifestyle icons. Certified influencers, B2B micro-creators, and long-term partnerships will dominate over one-shot collaborations.
Our two cents: In a saturated market, credibility beats reach.
PR turns predictive
With better data and AI-enhanced listening tools, PR will move from reactive to predictive. Instead of managing crises, communicators will anticipate them — using trend monitoring, sentiment tracking, and scenario planning.
Our two cents: In 2026, the best PR is prevention.
Short-form, real-time, multi-platform
Attention spans keep shrinking, but curiosity doesn’t. Expect an explosion of snackable thought leadership: LinkedIn carousels, TikTok explainers, and vertical storytelling that simplifies complex topics — especially in B2B.
Our two cents: The format changes, the story doesn’t.
Global networks, local voices
As the world grows more connected, local insights gain value. International networks (like PRGN 😉) will thrive by empowering local expertise, ensuring messages resonate in context.
Our two cents: Relevance is local, even when the story is global.”
Frédéric François – Managing Partner, Two cents, Belgium, Netherlands
“AI and generative engine optimization (GEO) have shifted how audiences can find information, making this a game-changer for PR. This includes news outlets and other channel mediums, such as social media apps, from which users and readers gather information. Practitioners need to focus on ensuring that their clients are positioned as trusted sources for facts and insights, and structure PR materials so that they can be easily identified and utilized by generative AI. AI is a tool, not a replacement for PR practitioners. Those who know how to use it right will be the winners.”
Leeza Hoyt – President, The Hoyt Organization, Inc., Greater Los Angeles, California, USA
Earned Becomes Essential
“In 2026, earned-first media and social shift from a “nice to have” to a core driver of business success. As audiences grow sceptical of paid content and overwhelmed by AI-generated noise, trust becomes the ultimate differentiator, and only credible third-party endorsement can deliver it. With generative search engines prioritising authority, citations, and verifiable sources, brands without a strong earned presence risk becoming invisible in the new discovery landscape. Fewer journalists and tighter editorial standards also mean each piece of authoritative coverage carries more weight, directly influencing preference, reputation, and customer behaviour.
At the same time, social channels increasingly reward authenticity over polish, elevating creator reviews, lived experiences, and real-time storytelling over traditional brand posts. Earned stories amplified through social become the most powerful way to shape perception, spark conversation, and build loyalty. As a result, an earned-first approach becomes essential infrastructure for brands: not just protecting reputation, but driving commercial outcomes, improving discoverability, and strengthening long-term trust.”
James Brooke – Managing Director, Rooster, London, United Kingdom
“As communicators, we’re facing a radical shift in how audiences discover information. Generative AI engines and chatbots are rapidly overtaking traditional search, returning answers based on sources they deem most credible.
To ensure our stories are surfaced, PR must build digital reputations rooted in E-E-A-T – Experience, Expertise, Authority and Trust. This means earning citations in respected outlets, ensuring executives share insights across industry forums and social channels, and producing content that’s easily discoverable and “AI-readable”.
Alessandra Malvermi – Managing Partner, Sound Public Relations, Milan, Italy
“Contrary to all AI expectations, PR will become more human in 2026. Without authentic voices, trust will collapse. Human-centered storytelling and credible corporate information will be more important than reach as journalists search for truth in a sea of fake news. Crisis response will depend on quick human judgment and genuine accountability. What will be the most valuable asset? Leaders who present themselves as human beings first and strategists second. In a loud and confusing digital world, connection, character, and courage will eclipse any tactic. This presents a huge opportunity for communications agencies with attitude.”
Uwe Schmidt – Managing Partner, Industrie-Contact, Hamburg, Germany
“In 2026, the reputation of individuals and organizations must solidify as a true driver of business impact. To achieve this, strategic communication and public affairs management must become the core that anticipates, interprets, and shapes the environment in which organizations operate. The combination of artificial intelligence, predictive analytics, and advanced monitoring will open a new era of precision and speed, where understanding the social and regulatory pulse will no longer be a competitive advantage but a requirement for survival.
In 2026, we will see owned media and influencer campaigns take a definitive leap: from being marketing tools to becoming platforms of influence capable of activating causes, shaping legislative agendas, and mobilizing entire communities around shared purposes.
But this power must be exercised with transparency and genuine intent, because citizens are not just watching: they are demanding. Legitimacy will be earned through honest narratives, real official sources, measurable actions, and public commitments that go beyond the superficial. Because never before have strategic communication and public affairs been more decisive in transforming perceptions, influencing policy, and, above all, generating a direct and profound impact on business.”
Marisa Toro – Founding Partner, Marlow Insight, Madrid, Spain
The Media Landscape Is Getting Even Leaner—Relationships Matter More
“It is certainly not news to public relations practitioners that newsrooms are shrinking, there are fewer reporters, and media outlets are consolidating meaning there are increasingly less options for story placement. Deeper, smarter, more strategic media relationships, and diversification of channels (micro-influencers, newsletters, subject-matter communities) are going to drive the PR efforts.
This means that the brand story is no longer something that will be shared by big media, but by niche media outlets, community papers, highly targeted industry trades and non-traditional channels such as podcasts and newsletters. We need to be thinking about the top five most influential voices in our clients’ industries and develop an engagement plan that proactively and consistently provides value. And implementing an amplification strategy that extends the news value of these opportunities in to your owned and shared platforms.”
Abbie S. Fink – President, HMA Public Relations, Scottsdale, Arizona, USA
“Generative Engine Optimisation (GEO) is set to become a core PR strategy. As AI-driven search tools such as ChatGPT and Google SGE become everyday gateways to information, brands must learn to optimise not just for search engines, but for generative ones too. Those who can provide AI with structured, credible and contextual content will achieve the highest level of visibility. In 2026, PR professionals who master GEO will gain a decisive advantage in shaping brand narratives within AI-curated ecosystems. As a consequence, agencies will seize the opportunity to turn GEO expertise into a new business model by offering it as an additional, in-demand service.”
Jonathan Klimke – Managing Partner, Industrie-Contact, Hamburg, Germany
“With globalization multinational companies will increasingly value having local consultants who understand the cultures, idiosyncrasies, people, and types of relationships, over large communications companies that seek to absorb the rest of the world with a global strategy from their headquarters. From this perspective, networks like PRGN offer invaluable added value.”
Valentina Giacaman – Founder Partner, RumboCierto Comunicaciones, Santiago, Chile
The Rise of AI Key Opinion Leaders: Is Your Brand Ready?
“A shift is happening in how people discover brands and corporations. Instead of turning to influencers, friends, or Google searches, more consumers are now getting recommendations from their AI assistants. Think of ChatGPT, Gemini, DeepSeek, Perplexity and Copilot. They have now become the new Key Opinion Leaders (KOLs). These AI “advisors” or “companions” do more than answer questions. They scan massive amounts of information, cut out the noise, and highlight what’s credible and genuinely useful. And in the process, they are changing how influence works.
What AI KOLs Look For
The goalposts have shifted in the AI era. What matters most to AI when determining what answers to display are sources that show:
- Authenticity
- Consistency
- Real proof and credibility
Brands with clear thought leadership, transparent communication, and solid evidence behind their claims rise to the top. The value of authentic reviews and stories cannot be overstated, as hype alone doesn’t get you far.
How This Changes Brand Communications
As GEO (Generative Engine Optimisation) becomes mainstream, we will see three big shifts:
- Speak clearly to people’s real needs, and algorithms will pick it up.
AI systems need strong, trustworthy signals from your brand to determine whether to include it in answers to user queries. - Play the long game.
AI models prefer brands that show consistent behaviour and messaging over one-off campaigns or inconsistent signals. - Proof beats fluff.
Claims need real backing: earned media, authoritative data sources, case studies, and credible stories holds up best as credible sources to cite.
What This Means for PR and Comms
PR is no longer just about shaping how people see a brand. It’s also about shaping how AI sees you. Consumers will increasingly rely on AI to guide choices — what to buy, where to travel, who to trust. So, the key question in reputation-building today is not only “What do customers think?” but “What does their AI advisor say?”
Interestingly, as AI disrupts brand-building norms, winning in PR involves going back to fundamentals. It’s still about consistency, earning trust and building authority, albeit adapted to the new realities.
Brands that adapt to this shift will stand out in an AI-curated world. Those that don’t may slip quietly out of view.”
Andy See Teong Leng – Principal Partner and Managing Director, Perspective Strategies, Kuala Lumpur, Malaysia
“In 2026, the news cycle will likely remain fast-moving and heavily driven by hard news, which means lifestyle and profile storytelling will need to work harder to stand out. Rather than seeing that as a limitation, it’s an invitation for PR teams to think more creatively and strategically. The brands that win will be the ones that expand beyond traditional media relations and build fully integrated campaigns—bringing together content, digital touchpoints, partnerships and earned storytelling—to create new pathways for visibility and deeper audience connection.”
Tayhlor Blackwell – Partner, REED, Nashville, Tennessee, USA
“After a transformational 2025 wich saw a plethora of changes in public communication, for better and for worse, I think we can expect some trends and tendencies to shape the way people and organizations will express in 2026.
Current AI showing off its limits
AI prompts still cannot replace a skilled writer. AI image and video making engines, although more performants, still cannot replace a good creative team to send a public message across. Moreover, with all the ethical and legal controversies surrounding deep fakes, people start to rediscover the basic joy of talking to other people, face to face. If 2025 taught us anything, it is that until further breakthroughs, the artificial intelligence sphere is what it was supposed to be – a tool, not a worker. All the “AI will replace marcomm professionals” scare of 2024 need to take a break. Therefore, I expect 2026 to consolidate the importance of human touch in professional communication.
Disconnection & privacy – the new privilege and luxury
This trend has been growing since the end of the global Covid pandemic, and I expect it to broaden its reach and importance. As governments get more concerned with public security and respond with more surveillance, and with relentless debates over privacy rights, escaping the digital world to reconnect with yourself and with relevant people and places is bound to become a lucrative business, particularly in urban areas. People already pay for not seeing ads. They pay for “digital detox” and for holidays in isolated places, with no internet and GSM signal. I expect marcomm professionals and brands to adapt to this type of social behavior and create solutions, workarounds and/or services in response.
Youthocracy will start leading
2025 has seen widespread – and mostly violent – protests from native digital people, against a wide range of social and political issues (even overthrowing regimes in Nepal and Madagascar). These GenZ movements claiming a bigger role in shaping society for the future is, in my opinion, the 21st century equivalent of the May ’68 movements, which shaped the Western world for half a century. I expect this global social revolution to grow and spread further – and to have a deeper impact on how organizations communicate to people. To marcomm professionals, this is a critical aspect to keep an eye on, as it will change our industry sooner rather than later.”
Alexandra Dinita – General Manager, Free Communication, Bucharest, Romania
“Building off the trend we and other agencies experienced in 2025, leaders will continue elevating PR and brand reputation from “supporting tactic” to a core strategic pillar of marketing and communications. In 2026, that shift will be driven by the sheer speed and complexity of reputation risk: misinformation spreads faster than facts, stakeholder expectations are higher and a single moment can spread quickly across social, search and creator channels in mere minutes.
The brands that win will be the ones treating reputation like an always-on asset, pairing clear positioning with consistent, credible visibility in high-authority outlets and communities. That visibility won’t just shape human perception; it will increasingly shape machine perception, too. As AI-powered discovery tools and search results increasingly rely on trusted third-party signals, positive brand mentions and expert commentary in respected digital channels will directly influence how discoverable and recommendable a brand is. Proactive PR won’t simply protect reputation — it will fuel share of voice, share of trust and share of relevance in a world where people are increasingly using AI tools.
At the same time, crisis communications playbooks will have to evolve to address a newer and very complex threat: reputation attacks amplified by bots. Coordinated inauthentic behavior (like a fake outrage, fabricated reviews and narrative hijacking) can create the illusion of a crisis even when real stakeholder sentiment is neutral or supportive.
In 2026, smart crisis plans will include bot-aware monitoring and response protocols that define how to detect likely inauthentic activity, separating signal from noise so brand leaders can create responses based on verified human volume and sentiment. Crisis plan updates may include slowing reactive statements until validation is complete, shifting to platforms where real audiences are engaging and/or issuing transparency updates that acknowledge manipulation if it’s clearly present. The strategy isn’t to “argue with the robots.” We must protect trust with the people who matter, responding thoughtfully and with evidence, while keeping leadership updated on what’s real, what’s manufactured and what requires action.”
Tina Kozak, CEO, Franco, Detroit, Michigan, USA
“Communication is rapidly evolving into a hybrid model where artificial intelligence and human intuition work side by side. AI is no longer just a tool that accelerates production; it is becoming a second mind — one that helps us detect weak signals, foresee risks and turn data into insight. What will truly set agencies apart is how effectively this machine intelligence is fused with human judgment, cultural understanding and the ability to build real relationships.”
“In 2026, the defining challenge for communicators will be safeguarding trust in an environment where information moves faster than truth. When the line between fact and fiction blurs, our role is not only to distribute accurate information, but to manage consistency, source credibility and verifiability with discipline. Because in 2026, a brand’s strongest competitive advantage will be its ability to remain trustworthy amid speed, noise and data overload.”
Çınar Ergin – Head of the Agency, Aristo Communications, Istanbul, Türkiye.
Need for ROI Intensifies, AI As Strategic Partner, In-Person Experiences Grow
“While the public relations industry continues to experience a dramatic change in 2025, this trend will only continue and intensify in 2026. Topline predictions include:
1. Clients Increasingly Demand ROI Proof.
Increasingly firms are being asked to evaluate the impact of PR activities on business outcomes, most noticeably consumer traffic, acquisition costs, and sales, particularly as more brands focus on a direct-to-consumer business model. This will only intensify in 2026, meaning that yes clips and impressions are important, but what impact on the business will be even more important.
2. AI as a Strategic Partner:
While AI has certainly had a major impact on PR firms in 2025, the smart agencies will begin to integrate AI into just about every phase of its operations. This will include research, planning, content development for search algorithms (GEO) and account work. The human touch, however, is still important as strategy, creativity and customization will be critical to break through the clutter of AI-generated content.
3. The Continued Emergence of Niche & Micro-Media:
As traditional publishing outlets and even newsrooms continue to shrink, niche outlets and micro media including podcasts and outlets like Substack will increasingly gain influence. It’s important that firms consider these outlets and build meaningful relationships with freelance reporters often responsible for developing this content.
4. In-Person Engagement and Experiences Will Increase.
While this was a prediction of mine for this year, and it seems to have been true, in-person events, pop-up experiences and partnerships that allow for one-on-one engagement with a brand will continue to surge in 2026. These events have a strong ROI while allowing firms and clients to develop real-time social content that is engaging and authentic.”
Bill Southard – President/CEO, Southard Communications, New York, USA
“The rise of AI search engines will trigger a fundamental reordering of communications priorities in 2026, with media relations ascending from a channel tactic to the primary gateway for brand discovery. Recent research reveals that 82% of citations in AI-generated answers come from earned media—news articles, industry publications, and editorial content—while owned content, social media posts, and traditional SEO-optimized pages combine for less than 20%. When someone asks ChatGPT, Perplexity, or Google’s AI about a topic, these systems overwhelmingly cite journalism and editorial sources as their trusted authorities.
This creates an inflection point: brands that built digital strategies around owned content and paid media now face virtual invisibility in AI search results, while those with robust media relations programs find themselves repeatedly cited and recommended. The strategic imperative is clear—editorial media in all its forms becomes the single most valuable asset for brand visibility in an AI-first information ecosystem. But winning in this environment requires fundamentally different content strategies than traditional SEO, social media, or owned channels. AI systems prioritize journalistic credibility, source authority, and third-party validation over keyword optimization, engagement metrics, or branded messaging. In 2026, the smartest brands will recognize that earning media coverage isn’t just about reputation—it’s about ensuring AI systems can find you, cite you, and recommend you.”
Sean Dowdall – President, Landis Communications Inc., San Francisco, California, USA
“In 2026, geopolitics and polarization will continue to address strategic decisions in companies; the crisis context will remain, requiring agencies and communication areas to be agile, effective, and resilient.
Brands that want to be truly heard must have an effective voice; silence will not be an option. Generative Engine Optimization (GEO) will be key to improving the interaction with their audiences, ensuring that their narrative is optimally represented—and even recommended—in AI generated responses.
Today, more than ever, communication actions must consider the glocal aspect (global strategies that require local approaches and actions).
It will also be a year of transition, in which communication teams will be transformed, making room for experts in AI, data mining, predictive analytics, strategy, creativity, and reputation management.
Communication formats and narratives will also continue to evolve toward short vertical videos to build microstories that generate impact and can be shared. Podcasts, live streams, and other short explanatory formats will also continue to rise in popularity.
It will no longer be enough to simply have visibility; actionable metrics will be driven that demonstrate the real value of communication for companies, brands, and organizations.”
Loreley Maldonado – Founder & CEO, Eje Comunicación, Mexico City, Mexico
“In 2026, clarity will become our strategic advantage. As AI accelerates noise and public discourse grows more polarized, leaders won’t be seeking more content, but instead more principled, trusted advisors. The agencies that rise up will be the ones anchored in mission and disciplined decision frameworks, not chasing trends.
At Peritus PR, our North Star reminds us that trust is built through values-led decisions, bridge-building in complex environments, and courage in high-stakes moments to help leaders act with integrity. In the year ahead, communications won’t be defined by how fast we respond, but by how clearly and consistently we help clients decide what’s worth saying in the first place and how to show up as a good corporate neighbor.
In a chaotic landscape, purpose over production will be the true differentiator.”
Louise Oliver – APR, President, Peritus PR, Birmingham, Alabama, USA
2026: A year to rise to the moment
“2026 opens with tension in the air, geopolitical shifts, social fractures, and an unpredictability that has become part of daily life. Yet within this uncertainty lies a powerful call to lead with responsibility, clarity, and courage, from the citizens to the political leaders.
Citizens today expect more than symbolic promises. The ideas that thrive this year will be those that show ambition without abandoning ethics, and innovation without losing sight of human and planetary wellbeing. Sound regulations are a guide to thrive for more. Competitiveness should not come at the expense of our collective values. Better laws emerge when stakeholders and politicians engage in open, constructive, inclusive dialogue.
Democracy, too, is entering a new phase. Civil society is stepping forward with unprecedented energy, demanding accountability, and actively shaping public debate. This is both a challenge and an opportunity. But this new space also comes with a risk we can’t ignore, misinformation. In a world where falsehood spreads faster than truth, responsible communication becomes a civic duty. Whether we are professionals, leaders, or simply citizens, our commitment to clarity, transparency, and honesty is part of what keeps democratic life intact.
And here is the hopeful part: it is not too late. Not too late to rebuild trust, not too late to strengthen democratic culture, not too late to act responsively. The future is still ours to shape. But doing so requires all of us, political leaders, businesses, civil society, and individuals, to recognise the power we hold and the responsibility that comes with it. And at the heart of it all lies our vision of lobbying: transparent, principled, and driven by the collective interest.”
Natacha Clarac – Director General & Associate, Athenora Consulting, Brussels, Belgium
Regulated transparency
Despite recent backtracking, Europe’s regulatory landscape on sustainability communication is tightening. Governments – especially within the EU – will begin actively scrutinising companies’ environmental claims and statements about ESG performance, requiring substantiation and verifiable facts. In this era of regulated transparency, companies will face higher legal risks for vague sustainability statements, where costs are measured not only in monetary terms, but as reputational damage and loss of trust.
As communication professionals, we will need to speak the language of legal, sustainability and risk in order to better advise our clients.
Geopolitical Communication Strategy
With continuing geopolitical instability, multinational companies will begin experiencing politics entering the boardroom. By 2026, neutral communication will become harder, as stakeholders expect clarity on issues like democratic values, human rights, AI ethics, energy security, and national defence. Silence on such matters will no longer be perceived as neutrality, but instead complacency.
As communication professionals, we will be required to factor in multi-market audiences and tailored messaging while also staying constantly updated on how political developments may affect our clients.
Organic communication
AI-generated content will make up a majority of digital noise. As a consequence, audiences will grow increasingly numb to polished generic messaging perceived as AI-based. In this environment, the rarest commodity becomes verifiable human involvement. Stakeholders — media, investors, employees — will gravitate toward leaders and brands who sound intentional, specific and unmistakably human.
Just as organic food became a premium response to industrialised produce, “organic communication” will similarly become the new asset.
As communication professionals, there is a clear and potentially lucrative offering to be found in “human communication”. We need to show clients that AI is a tool – not their voice box – and promote the visibility of (real) spokespeople to convey the flesh and blood of brands.
Martin Lucander – Partner, Senior Consultant, and Management Team Member, Aspekta AB, Malmö, Sweden
“In 2026, the crisis communications edge will belong to organizations that prepare for the unexpected long before it happens. As the digital landscape grows more fragmented and AI accelerates the speed at which issues can ignite, a well-built crisis plan will become a true make-or-break asset. Audiences are no longer looking for constant commentary; they want assurance that leaders are aware, aligned and ready to act with intention. The strongest organizations will set expectations early, communicate with purpose and return only when they have meaningful progress to share. In a world where misinformation spreads instantly and reputation risks evolve by the hour, disciplined preparation and timely, decisive communication will outperform volume every time.”
Natalie Ghidotti – CEO, Ghidotti, Little Rock, Arkansas, USA
“Maintaining a human touch and relaying empathy will be of paramount importance as AI continues to grow in power and influence. Wise readers can quickly sniff out purely AI-written content which can sometimes hinder its ability to connect with audiences. Similarly, as AI videos become more sophisticated, viewers are also craving realness and authenticity.
To use a baseball analogy, in 2026, AI tools will lead off, and humans will bat clean up. AI-powered monitoring tools will be our best friends in monitoring issues and crises so that communicators can focus on strategy. ChatGPT, Copilot and others will take the first pass at messaging, while humans must come in to ensure it appropriately relays empathy, nuance, cultural intelligence, humor and more. OpenAI, especially now through the agreement with Disney, will expand storytelling capabilities for creators, but human influencers will continue to rise in importance simultaneously.
In short, the right balance between the two will mean faster workflows, increased opportunities and more emotional intelligence.”
Megan Yocum – Co-Owner & Principal, Buchanan Public Relations, Philadelphia, Pennsylvania, USA
The end of reputation recovery as we know It
“In 2026, organisations will confront an uncomfortable truth: AI never forgets. Traditional crisis management assumed that with time, strategy and sustained positive activity, reputations could be rebuilt. News cycles ended. Stories were buried. People moved on. That assumption is now obsolete.
Large language models have ingested every article, every social post, every regulatory finding ever published about your organisation. When a potential customer, investor or journalist asks an AI assistant about your company, that history surfaces instantly, synthesised into a verdict you cannot appeal. The crisis you managed successfully five years ago? AI just told someone about it in response to a simple query.
This permanent digital memory demands a fundamental shift from crisis recovery to crisis prevention. The organisations that thrive will be those investing in pre-emptive reputation architecture, building such consistent, authoritative narratives that AI systems become advocates rather than prosecutors. Because in 2026, you will not be managing what journalists write about you today. You will be managing what AI tells the world about everything you have ever done.”
Dwayne Alexander – Founder & Global Practice Leader, Alexander PR, Auckland, New Zealand.