We’re pulling out the crystal ball and looking ahead to 2026. What trends are going to dominate PR? These are the three things we predict will make a big impact in the new year.
1. The Rise of the Employee Influencer
Employees have a lot of power. Behind customers and executives, employees are the next most influential group for a brand. They carry a lot of weight when it comes to a brand’s reputation and public perception.
The challenge internal communications teams face is getting employees engaged online in an authentic way. Sending a social media post with language to a big group of people and asking them all to post the same thing isn’t authentic and your audience can see right through it. Employers need to empower their employees to share their experiences online by giving them the permission and the tools.
Positive online posts from your employees will spread across their networks. This opens your brand up to potential new customers, building up your organization’s trust and credibility. The flip side of this is that negative employee reviews are just as powerful. Glassdoor reviews are ranking in AI searches. Make sure you know what employees are saying about your business and have a plan to respond.
2. AI Makes PR Even More Valuable
Consumers are using AI to search, find and research businesses and their leaders. Half of us have used AI-powered search tools, and 44% of AI search users consider it their primary source of information, surpassing traditional search engines (31%). AI is determining the reputation of your brand.
Some of the most cited sources in AI searches are a brand’s website, earned media interviews and press releases. Is your website up-to-date? Have you optimized your messaging and blogs for AI searches? Diversify your earned media strategy to include local media, industry publications and niche outlets.
Fun fact: AI doesn’t like AI-generated content. Make sure your messaging is consistent and authentic so AI doesn’t see conflicting information.
We can’t place ads in AI yet, so focusing on earned media, thought leadership, social media and awards will ensure you control your AI reputation. PR is all about how the public relates to your organization, which is exactly how AI looks at content.
3. Deepfakes and Bots Make Crisis Preparation Crucial
If you haven’t faced a communication crisis yet, it is coming. We always say bad things happen to good businesses. Have a plan in place to address situations before they come up. In 2026, that plan must also account for deepfakes and bots.
Deepfakes are surging on social media and can lead to an even bigger crisis. Understand what they are and put a plan in place on how you’ll deal with the situation.
Bots are also infiltrating social media at a high rate. They’re being used to spread misinformation, good or bad, to further a narrative. Someone needs to be doing community management and monitoring online sentiment for your brand to help mitigate any damage.
These situations also might require a different level of expertise. Find someone with the right experience to help you proactively plan for crisis situations and make that connection before you find yourself in a crisis.
Reputation management is the name of the game in 2026. Your business’ and executives’ reputations must be invested in, valued, curated and protected. Having a proactive PR strategy is more important than ever.