PR folks have more than likely read (and reposted) the recently published "Revenge of the Publicists" article by The Wall Street Journal, highlighting communicators' growing influence in the boardroom. Cannes Lions 2026 embodied that truth, further validating that communications is SO back. Between the marketing jargon, branded tote bags and exclusive yacht brunches, conversations around the future of communications gained momentum on some of the biggest stages. The trends included:
Mixing Micro & Macro Storytelling
During a panel at RTL Beach featuring senior writers and editors from TIME, The Washington Post and The Wall Street Journal, there was a shared pressure weighing on news leaders: the volume of reporting hasn't changed; the sense of urgency has, and trusted sources are more valuable than ever.
Communicators are often hustling toward a headline for our clients or companies, overlooking the micro wins that come with becoming a trusted subject matter expert. In 2026, communicators need to take a mixed approach, combining macro storytelling moments with consistent, micro share-of-voice opportunities that position brands as trusted resources for reporters covering complex topics.
Add this question to your Q3 strategy: Where could my client offer an expert perspective that helps reporters better serve their audiences? Trusted sources build trusted relationships, which compound into bigger wins over time.
Journalists Have KPIs Too
Aboard the Press Gazette's News Yacht (yes, that was a thing), journalists from Bloomberg, CNN, Reuters and more gathered to unpack the challenges facing the industry. As a communicator, I was humbled to realize I'd never really considered the business metrics journalists are expected to meet while carrying the weight of the world's news on their shoulders.
Why does this matter to how PR pros do their jobs?
The Washington Post’s CRO explained how publishers measure a story's business impact: subscriptions earned, readership, shares, revisits and more. The biggest takeaway for communicators? Position your story as if the journalist's job depends on it, not just your own.
Ask yourself: How will this support both the integrity of journalism and the success of the journalist?
It's a big question, but there are practical ways to answer it: bring strong data, pitch multi-story angles (i.e., two- or three-part story ideas that encourage readers to come back) and surface breakthrough trends. As a producer from CNBC's Opening Bell once told me: "Frame the segment in your pitch, and I'm more likely to consider it."
Seek to Understand Before Being Understood
Cannes Lions always reminds me of one core truth: the best ideas are produced when people come together. Throughout my career, I've been lucky to have mentors who stressed the value of shaking a reporter's hand. At Axios House, the closing remarks from the CEO of The New York Times reinforced that lesson: "Seek to understand before being understood."
In other words: get to know reporters. They want to know you.
The biggest wins don't come from cold pitches or rushed campaigns. They come from grabbing coffee with a journalist and understanding what they need. Then grabbing another. And another.
Communications is one of the last professions where face-to-face conversations still really matter. After a week spent with some of the brightest voices in our industry, I'm reminded that we're all human. Despite how rapidly the world is changing around us, connection is still something we control and it's essential to doing good work.
I know what you're thinking—no AI? Not really. AI is here, journalists aren't shying away from it, and LLMs have become a secondary internet. Some of my favorite quotes from the week were: "AI needs publishers much more than publishers need AI" and "Focus on what you can control and do good work."
Anna Rose Pardue is Senior Director of Communications at Morning Consult.