What businesses should expect from PR and marketing in 2026

There is no shortage of new tools, platforms and opinions in PR and marketing right now. What is far less common is clarity on what will actually make a difference. As organisations look ahead to 2026, questions around what builds trust, what cuts through crowded channels and what genuinely delivers value are being asked more seriously than ever. Against that backdrop, the focus is moving towards communication that earns attention rather than demands it, builds credibility over time and can be measured in ways that go beyond surface-level metrics. Here are the top industry predictions for 2026:

AI moves from experimentation to everyday

Unlike even a year ago, artificial intelligence is no longer sitting on the sidelines as a future-facing experiment. By 2026, whether businesses actively embrace it or not, AI will be part of everyday working life, well beyond marketing and communications alone. We are already seeing this play out, from built-in AI prompts on design platforms like the beloved Canva, to suggested hashtags and posting times on social media tools, and increasingly within the platforms themselves.

That is before even touching on the rapid rise of AI chatbots. ChatGPT may have been the first name everyone knew, but it is no longer the only player, with tools such as Google’s Gemini developing quickly and becoming part of daily workflows.

Importantly, this shift is not about replacing creativity. Despite the occasional doomsday, Terminator-esque posts from AI-wary corners of the internet, AI is increasingly there to support creative work, helping teams generate early ideas, analyse audience behaviour and streamline repetitive tasks, ultimately freeing up more time for strategic thinking and higher quality output.

One of the most noticeable changes will be in personalisation. Rather than sending the same message to everyone, organisations will be able to adjust tone, content and timing based on who they are speaking to. This is where segmentation comes in. In simple terms, segmentation means grouping audiences by shared characteristics such as role, interests, location or behaviour. AI makes this process far more efficient, allowing businesses to deliver relevant communication without adding layers of complexity. Used thoughtfully – and importantly, by a human’s knowlege – AI will help businesses feel more in touch, not less, because their messaging is more closely aligned with what audiences actually want to hear and when they want to hear it.

Purpose and trust remain key to reputation

You may think, in a world now full of AI and content being churned out at scale, how is trust still so important? The answer is that this is exactly why it matters. As content becomes easier to produce, credibility becomes harder to earn – the albeit great but tricky double edged sword. Trust continues to influence who people choose to buy from, work for and support, and that influence is only growing.

By 2026, purpose will still be expected, but audiences will be far more alert to surface-level claims. Organisations will need to clearly demonstrate what they stand for and back it up with action, not just empty typed out words and lip service. This could mean showing measurable progress on sustainability, being honest about challenges as well as successes, or demonstrating a genuine commitment to employee wellbeing – take your pick but make sure you can commit!

Purpose is no longer about statements alone. It is about evidence over time. Clear and consistent communication, whether through social media or press, plays a crucial role in building that evidence, whether that is through sharing success stories, explaining decisions or reacting to industry-specific news. Businesses that treat trust as something to be earned and maintained, rather than assumed, will be far better placed to protect and strengthen their reputation.

Measurement move from vanity metrics to meaningful impact

In 2026, its predicted that success will be judged less by how many people saw a message and more by what those people did next. Metrics such as likes, impressions and follower counts still have their place, but on their own they rarely explain whether communication has actually worked.

There is a growing focus on understanding attention and impact – which is interesting, as marketing is equally about getting a message out there and staying consistent enough so it stays front of mind, than it is about outcome as that can never be guaranteed – its like that old anecdote – you can lead a horse to water, but you can’t force it to drink – no matter how cool you think your company’s water is.

More meaningful measurement looks at outcomes such as website activity, enquiries, sentiment change or internal engagement, helping organisations connect communication efforts to wider business goals – essentially, did you marketing help boost enquiries or lead to more business. This shift naturally leads to more focused storytelling, clearer calls to action and content that is designed to be useful rather than simply visible. When measurement moves beyond vanity, it encourages better decisions and more purposeful communication overall.

Internal communications and employee advocacy become a differentiator

Internal audiences are no longer secondary to external ones. Employees are often a business’s most trusted voice, whether they are sharing content online, speaking to customers or representing the organisation day to day. Strong internal communication helps teams understand priorities, stay informed and feel confident in what the organisation stands for.

When people feel connected and valued, advocacy often follows naturally. Beware, this is not about scripted messages or forcing engagement, but about clear, honest communication that people are comfortable sharing in their own words. By 2026, businesses that take internal communication seriously will stand out, because alignment and trust inside an organisation almost always translate to credibility outside it. A workplace culture built on communication, care and transparency can become some of the most effective PR there is. Word travels fast, and people increasingly want to work with and buy from businesses that clearly live their values.

One of the simplest ways to strengthen internal communication is through regular newsletters, whether print, digital, or both! We explore this in more detail in our previous blog, where we look at how newsletters can support engagement. Read it here to find out more.

Ready to take your PR and marketing to the next step in 2026? Get in touch with our team – we’re happy to help!