As 2026 approaches, one thing is clear: the way people consume information, trust brands, and engage with stories is changing at a pace none of us can ignore. At Celtick, we’re already feeling that shift with our clients. The conversations are different. The expectations are higher. And the role of PR is becoming more strategic than ever. Good job our CEO spent four years as a Strategy Director then!
What’s coming isn’t just a list of trends. It’s a landscape. And the brands that pay attention now will be the ones that lead with clarity, confidence and meaning next year.
Below, we’ve pulled together the key things we believe will shape PR in 2026 and how your organisation can start preparing today.
- AI That Supports, Not Replaces
AI is everywhere in communications now. Most people are already using it in some shape or form: for research, for drafting, for analysis, for ideas. But 2026 will be the year where the novelty fades and the practical value really shows.
At Celtick, our view is simple. AI should make you sharper, faster and more informed but it should never take the heart out of your message. Audiences can feel the difference between something created for connection and something created for convenience. The brands that stand out will use AI to improve what they do, not define it.
PR is still a human-first discipline. Creativity, judgement, emotional intelligence, relationships. These remain at the centre.
In short? AI is the co-pilot, not the captain.
- Trust Becomes the Deciding Factor
Trust has been falling across media, institutions, and digital spaces for several years and sadly that trend will continue in 2026. This puts pressure on brands to be far more intentional about how they show up.
Authenticity is no longer a tagline. It’s a requirement.
People want honesty. They want humility. They want to see brands behave in ways that back up the claims they make. This means clearer communication, more transparent leadership, and a commitment to engaging with audiences in ways that feel genuine rather than polished to perfection.
Thought leadership will continue to grow in importance. Not the fluffy kind, but the meaningful, informed, “we actually know our stuff” kind.
When trust is scarce, clarity stands out.
- Micro-Influencers Take Centre Stage
Influencer marketing isn’t disappearing. It’s just maturing. And the real growth in 2026 will come from smaller creators who speak to very specific communities.
Micro- and nano-influencers offer something large creators increasingly struggle with: real credibility and genuine engagement. These are people whose audiences feel more like communities than followings.
For many brands, this shift opens the door to more targeted, more cost-effective, and more authentic collaborations. Campaigns become less about spectacle and more about fit.
It’s not about chasing the biggest voice anymore. It’s about partnering with the right one.
- Crisis Comms Moves From “Plan” to “Practice”
The speed at which stories spread means brands need to be ready long before anything goes wrong. A PR crisis today can escalate on social media within minute, and outdated holding statements simply won’t survive the speed of the modern news cycle.
In 2026, crisis comms will be less about the plan you keep in a drawer and more about the relationships, training, and habits you build into your organisation.
This includes real-time monitoring, scenario rehearsals, strong leadership visibility, and a clear sense of brand voice under pressure. You can’t scramble for clarity in the middle of a storm. You need to have it already.
Being prepared doesn’t stop crises from happening but it drastically changes the outcome.
- Journalists Want Substance, Not Spin
With newsrooms stretched thin, journalists have less time but higher expectations. They don’t want jargon. They don’t want pre-packaged corporate fluff. And they’re not interested in announcements without a story.
What they do want are clear angles, useful data, timely insights, and spokespeople who can actually add value to a conversation.
Media relations in 2026 will be shaped by depth, not volume. Quality over quantity. Relationships over mass outreach.
Good PR will be rooted in genuine expertise. Brands will need to dig deeper, think harder, and offer more than a headline.
- Owned Media Grows in Importance
Algorithms are unpredictable, but your own channels are not. This is why more brands are investing in the places they control, such as blogs, newsletters, podcasts, video series, and resources that build credibility over time.
Owned media isn’t just a safety net. It’s a strategic asset.
Done well, it strengthens thought leadership, supports SEO, and gives your brand a home for stories that might not be press-ready but are still valuable and engaging.
In a world where reach can change overnight, ownership matters more than ever.
- Purpose-Driven PR Moves Beyond the Buzzwords
Audiences are no longer impressed by vague statements about values or sustainability. They want proof. They want results. They want transparency.
In 2026, brands will need to be more deliberate about how they communicate ESG, impact, community work, and purpose-led initiatives. Empty declarations will be spotted quickly.
At Celtick, we believe that purpose-led PR works best when it’s grounded in real action. When it reflects not just what a brand hopes to be, but what it already is and what it’s actively working toward.
Purpose is powerful when it’s lived, not performed.
- Measurement Finally Gets Serious
The days of measuring success purely by coverage volume are gone. Businesses want to see how PR influences reputation, visibility, and growth.
In practical terms, this means sentiment analysis, share of voice, authority indicators, audience behaviour, and the overlap between PR and SEO.
The big shift in 2026 will be the expectation for PR to feed into wider business goals, not operate as a separate discipline. Brands will want storytelling and strategy that directly support what the organisation is trying to achieve.
Good measurement isn’t about counting stories. It’s about understanding impact.
Final Thoughts
2026 will be a defining year for PR. The brands that will thrive are the ones that show up with honesty, embrace creativity, use technology wisely, and stay grounded in who they really are.
At Celtick, our approach has always been rooted in storytelling, collaboration, and real human connection. Whether you’re launching something new, growing your presence, or preparing for the next stage of your journey, we’re here to help you navigate what’s ahead with clarity and confidence.
If you’re ready to explore what your 2026 comms strategy could look like, we’d love to talk.