This year, communications mishaps, trends and wins gave examples of what falls short in business and what works. Each situation, whether it was botched layoffs, rash AI implementation or resource leveraging, showed PR pros how to better communicate, tell stories, use trusted voices and tools and measure impact.
As we move into 2026, the PR industry shouldn’t rush to follow new tools and trends. Instead, they need to apply proven strategies and ethically use resources to build better, authentic relationships with their audiences.
Look Beyond Performance Metrics and Focus on End Goals
During the first three months of 2025, we saw mass Department of Government Efficiency (DOGE) layoffs centered around cutting waste and proving measurable returns on taxpayer dollars. This initiative strictly focused on performance metrics and Return on Investment (ROI), subsequently influencing other organizations–even those that weren’t government-affiliated–to focus on numbers and spreadsheets. But it’s important that the performance metrics and end goals being tracked get to real results. Not every win can be reduced to a discrete data point.
In 2026, PR teams need to look beyond the number of hits and interviews secured and ask themselves, “Did we achieve the results clients were looking for?” and “Did we create stronger stakeholder relationships?” PR teams should focus on whether they helped shape policies, garnered influence or achieved what clients specifically hired them–and not a competitor–to do. And this isn’t to say that PR teams should completely overlook ROI, but that when thinking about returns, they should prioritize quality instead of quantity.
Prioritize AI Discernment and Ethical Use
AI is not going anywhere, but it’s time to change direction. This year centered around AI experimentation, but in 2026, PR pros and businesses need to shift to discernment and smart AI implementation–especially since we’ve already seen what works and what doesn’t.
This year, the industry saw just how fast companies moved to experiment with AI and integrate different tools into business functions. But moving too quickly led to multiple case studies on why that wasn't the right move. For instance, AI-assisted reports and news stories filled with misinformation or hallucinations led to public backlash and increased skepticism in an already trust-starved market.
Leveraging AI for research, ideation, organization and analysis is a good start, but the smartest PR teams will use AI responsibly–for more than just speed and efficiency–and prioritize human expertise to drive meaning and creativity. They will also focus on AI discernment by developing clear standards for ethical AI use and ensuring that all AI-assisted products are accurate, refined and reflect intended outcomes.
Leverage the Content Creator Economy
Trust in the media has been steadily declining for decades, and in 2025, it hit a record low. Today, only 28% of Americans express trust in the media, with more than half of adults instead turning to social media and influencers for news.
As trust in institutions decreases, people are choosing to get their news from content creators who communicate in more human ways that resonate. Content creators foster loyal, engaged communities, and because their reach depends on their audiences' trust, their voices carry far more credibility than a standard press release or news article.
Leveraging the content creator economy is a game-changer. In fact, some businesses have already taken notice. Seventy-five percent of B2B companies plan to increase budgets for influencer partnerships and cite social media as one of their most valuable assets. Collaborating with already-trusted voices allows businesses to better connect with audiences and tell more human stories. And as trust and authenticity dwindle, it’s what will help businesses stand out.
Bring Back the Human Voice
AI has transformed communication, making things faster and more efficient. But it has also made things sound less authentic and more removed. Now, 74% of people prefer to read news written by humans, while nearly 64% prefer human-driven content for marketing. People are experiencing “AI fatigue” due to seemingly endless “AI-slop” and AI-saturated messaging; they crave messages that sound human again.
While this year demonstrated the range of things that AI can do, such as creating fully AI-generated commercials, posters, ads, stories, press releases and op-eds, it also showed that it lacks the human nuance that makes for great work, and that those who heavily rely on AI will continue to miss the mark with their intended goals and audiences.
Executives, business leaders and spokespeople who communicate authentically, regardless of the medium–whether it’s videos, podcasts, memos or thought leadership posts–will build stronger, more trusted brands. They will also be the ones who set themselves apart as AI becomes increasingly integrated in everyday life.
No one can’t predict what next year’s trends, wins or mishaps will bring. But by applying strategies that communicators have already seen work–and steering clear of those that didn’t–businesses will better position themselves for success in 2026.
Nicole Tidei is Vice President at Pinkston.