Several key public relations predictions for 2026 – exploring earned media, AI and the role of human storytelling in a changing industry

By: Zoe Tedeschi, Account Coordinator

Every year brings predictions – accurate or otherwise – about where public relations is headed. Some feel speculative. Others feel inevitable. As we look ahead in 2026, the trends shaping our industry feel less about sudden disruption and more about refinement: sharpening what works, adapting how we work and recommitting to what matters most.

Today, our team’s seeing earned media gain ground in organizational importance, AI become part of day-to-day workflows and audiences place more value on authenticity. To capture what’s ahead, we asked our team to share what they’re seeing and anticipating in the year to come. Their perspectives reinforce a belief that guides our work every day: technology can enhance PR, but it’s people, creativity and relationships that drive real impact.

Rising Above the Noise

As content creation becomes faster and more accessible, standing out is getting harder. With so much content everywhere, credibility is what helps brands actually stand out.

Violet PR Account Director Dan Johnson said, “Webster’s recently named ‘slop’ its Word of the Year for 2025. As AI continues to remove barriers to entry in the content creation game, brands and organizations will need to find ways to rise above the ‘slop’ in 2026. Strategic, cohesive and most importantly, authentic storytelling will be invaluable in ensuring credibility, differentiation and trust in an increasingly crowded and automated information landscape.”

This is where earned media continues to prove its staying power. People trust coverage from outside sources more than content a brand creates itself or through automated processes. In 2026, organizations that focus on telling clear stories and engaging thoughtfully with the media will be more likely to earn trust and stay relevant.

AI’s Expanding Role in PR Workflows

AI is no longer experimental in PR. It’s increasingly embedded in how teams research, monitor, analyze and move faster day to day. But efficiency alone doesn’t make a story resonate.

“AI is [no doubt] streamlining research, spotting patterns and speeding workflows,” added Senior Account Executive Kate Traina. “But the stories that resonate still need a human touch.”

As AI moves from novelty to routine, Traina believes the strongest campaigns will blend both worlds: “The stories that win will combine its insights with human storytelling to be both data-informed and emotionally compelling. Machines can analyze, predict, suggest… but the ‘people’ story is what will always cut through the noise.”

In 2026, successful teams will treat AI as a tool that informs strategy, not defines it. Used thoughtfully, it can elevate storytelling. Used carelessly, it risks adding to the very noise brands are trying to escape.

Again, Creativity and Relationships Still Lead

Despite rapid technological advancement, PR is undeniably still a relationship-driven discipline. Creativity, judgment and trust continue to shape earned media success in ways no algorithm can replicate.

“Technology innovation and adoption have been staggering in recent years — exceeding even what we’ve known through Moore’s Law,” notes Dan Gunderman, account manager and content lead here at Violet PR. “But, despite this suite of new AI tools, the PR industry still demands bold, and practical, creativity — which is a bit different from a purely algorithmic LLM.”

While these tools should augment the work of PR professionals, Gunderman emphasizes that results still come down to relationships. “Effective earned media is still entirely relationship-driven,” he explains. “So, while AI as a powerful new search platform can point users to web resources or answer questions unbelievably fast, it will really shine when it can truly showcase the work of PR teams who’ve garnered wins from traditional outreach and media relations.”

For him, the rapid pace of change is ultimately a positive force. “It’s an exciting time to be a PR professional, as technology has pushed us to be even more creative in our day-to-day client work.”

What This Means for 2026

Looking ahead, the future of PR isn’t about choosing between technology and humanity. It’s about balance.

Earned media will continue to grow in importance as audiences seek credible voices. AI will become a standard part of PR workflows, helping teams work smarter and faster. And authentic storytelling, grounded in creativity and relationships, will remain the differentiator.

At Violet PR, we see 2026 as a year of intentional evolution, where innovation supports stronger strategy and the fundamentals of good PR are not replaced, but reinforced.

Would you like to hear more from the Violet PR team? Feel free to reach out today, at hello@violetpr.com!