Public relations (or PR) has massively changed over the past few years.
Whilst it once involved big stunts, newspaper mentions and calling up journalist newsrooms to pitch ideas over the phone, PR is now largely dominated by content aimed at driving information and building reputation. And with the rise of AI, PR teams are now fighting even harder for attention.
How Has PR Evolved Over The Past Few Years?
In years gone by, successful PR was measured in newspaper clippings and brand mentions. However now, building reputation takes a lot more than just a newspaper headline.
The rise of influencers, the shrinking of newsrooms and the growth of AI have all changed how brands communicate with their audiences. PRs need to be one step ahead of the game, not just driving trends but actually creating them.
As 2026 rolls around, we spoke to the experts about what the future of the industry could look like.
Will AI distract from real stories? Are shrinking newsrooms destroying the industry? And most importantly, do brands only care about being mentioned in press anymore?
Ella Broadbent, Senior PR Consultant at Petal & Co, commented in TechRound’s feature:
“2026 will be the year that PR shifts from being solely for human audiences to also becoming an influencer for GEO (Generative Engine Optimisation) and AEO (Answer Engine Optimisation).
“We’re watching a clear change in how content is created, consumed, and queried. For brands, the next 6–12 months matter. AI-driven search tools and the summaries they produce are already shaping visibility and reputation. When content is structured for the data sources that feed these systems, brands stand a stronger chance of appearing accurately and consistently. AI platforms draw on a broad mix of material, and editorial coverage in respected outlets remains a strong signal. This places renewed emphasis on media relations: interviews, expert comments, and features in trusted publications give AI models credible material to reference.
“By 2026, GEO will sit within regular reporting and be treated as a practical measure of visibility, engagement, and overall marketing performance.
“Brands that invest early – building credible media presence, shaping content for AI interpretation, and tracking how well it performs – will be poised for the opportunities that GEO and AEO bring. Those that hold back risk slipping from view in the channels that influence decision-making.”
Read the full article in TechRound here: https://techround.co.uk/business/expert-predictions-for-pr-in-2026/
