2026 PR Forecast: North leadership chart course for new year
2026 PR Forecast: North leadership chart course for new year https://northstrategic.com/wp-content/uploads/vitaly-gariev-CdTQI-Nh7J4-unsplash-1024x576.jpg 1024 576 Jonathan Forani https://secure.gravatar.com/avatar/0224c5ae9357da0ca0dcbe96be87c430?s=96&d=mm&r=gSummary: Insights from North Strategic’s senior leaders on the forces transforming PR, reputation, and storytelling in 2026.
AI breakthroughs, media shakeups and an evolving creator economy set a new pace for brands in 2025. Those that are ready to match the momentum of the moment are already thinking 10 steps ahead into the rest of 2026 and beyond.
We asked our senior leadership team to pull out their crystal balls (their strategy-charged intuition) and weigh in on what the demands for the new year might bring. Here are our 2026 PR trends predicted:
The return of human experience as a strategic advantage
Human experience will become a defining differentiator for brands in 2026. We felt the return of “IRL” and human connections to support client experiences and brands last year, but in 2026 it’s going to reach new heights. Everyone will feel the positive impact. Nothing replaces the power of being in the room. In-person moments, shared brainstorming, and real human connection are driving stronger ideas, deeper trust, and more meaningful brand experiences. The future is high-tech, but it’s also unmistakably human. – Jess Savage, CEO
AI will be the new differentiator in communication
In 2026, AI literacy will be as essential as media literacy was a decade ago. The most competitive communicators will move beyond simply using AI and will understand it deeply. AI will function as a product we shape for clients (check out DBI, our new AI compass tool for brands) and as a productivity engine that reshapes how we work. Mastering AI literacy, workflow integration, and ethical application will separate those who simply keep pace from those who set the pace. The professionals who embrace this shift will define the industry’s next era. – Sarah Stewart-Browne, President
PR will always be a relationship-centric business
With the rise of AI and the race to find efficiencies, nothing will replace trust and brand reputation. With new tools available to us, communication strategies can now marry art and science to deliver business impact for brands. Consumers are looking to cut through misinformation and will align themselves to brands that are transparent and empathetic. – Joanna Leong, Sr. Vice President
Reputation management takes the lead in the modern marketing mix
The evolving media landscape and importance of LLMs will re-calibrate our communication channel strategies and place a deeper emphasis on reputation management. Brands will need to carefully review and manage owned channels, dial up listening to understand consumer sentiment and address misinformation with pointed content strategies. Interest-driven channels like Substack, Reddit and Podcasts will increasingly shape brand reputation into 2026. The cornerstone of brand is reputation and should be a foundation for any brand activity this year. – Danna Barak, Sr. Vice President
Thought leadership trends move beyond traditional media
The year ahead is about expanding where and how thought leaders show up. Traditional outlets still matter, but influence is increasingly built across newsletters, podcasts, Substack, and owned channels like LinkedIn. Smart PR leaders will meet audiences where they are and use owned visibility to spark earned opportunities and stay relevant in a fast-evolving media landscape that, more than ever, prioritizes human authenticity to build brand trust. – Nicole Grant, Sr. Vice President
Micro-communities take centre stage
The era of mass messaging is fading. Cultural influence now lives in micro-communities, tight-knit groups united by shared passions, values, or identities. Brands that invest in hyper-local and hyper-personalized storytelling will win. It’s not about reaching everyone. It’s about deeply resonating with the right few who drive cultural momentum. – Wendie Godbout, Sr. Vice President
Information is still the key
Consumers are exposed to more information and more content across an increasing number of platforms – all with increasingly accurate targeting. Individually, we process, react and engage with what resonates to us in the moment, or go looking for something we desire. Storytelling is the constant in this cycle, and so is the need for narratives and supporting content that create desired actions. How consumers, and LLMs access, search, and interpret the content that brands disseminate will continue to evolve. Communicators must embrace change as a permanent condition. – Rob Hogan, Vice President
Media training will become even more valuable
As misinformation accelerates, brands will counter by putting more real faces, voices, and personalities forward as a frontline defense for brand credibility in 2026. Credible, direct communication skills are a must-have for leaders and client service professionals. Media training key spokespeople will help brands navigate fast-moving narratives with authenticity and nuance.– Hollie Shaw, Sr. Director, Editorial and Media Strategy
If your brand is preparing for the 2026 communications landscape, our team can help you navigate AI, reputation, and media transformation. Contact us today.
FAQ: What are the top PR trends for 2026?
- The return of human experience as a strategic advantage
- AI will be the new differentiator in communication
- PR will always be a relationship-centric business
- Reputation management takes the lead in the modern marketing mix
- Thought leadership moves beyond traditional media
- Micro-communities take centre stage
- Information is still the key
- Media training will become even more valuable