Today, public relations is evolving in real time as AI accelerates the news cycle, reshapes media discovery, and redefines how brands build credibility and trust. From earned visibility in AI-powered platforms to data-driven storytelling and reputation management, the rules of PR are being expanded. Here are the key public relations trends shaping the year ahead.
PR Leads the Way in AI Search
A new study of over one million links from AI responses finds that 94% of links cited by AI are non-paid media stories. There is no bigger story for 2026 than how important it will be for PR teams to rethink how they show up in these AI search platforms. Strong earned media, clear messaging, and a consistent expert voice matter more than ever as AI models draw from the most credible and repeated sources they can find. If you’re not pushing out relevant content, your brand will be invisible.
That means generating credible mentions across reputable outlets, ensuring executive voices are frequently quoted, and ensuring every story reinforces the same core messaging. AI rewards repetition and clarity; the more aligned your narrative is, the more confidently a model can summarize who you are. Focus on recency, keeping a steady drumbeat of fresh coverage as AI tools prioritize content sourced within the last year.
Conduct an AI audit for your brand, identifying weak spots and developing a strategy that yields more relevant thought leadership, quotable insights, and high-quality digital content. This includes elevating executives in article mentions, contributed articles, podcasts, and panels where they can articulate ideas in ways that AI models can easily pull from later.
Start the New Year With STIR
Partner with STIR to work with a team that has the latest insights. From evaluating how AI-platforms surface your brand to building an integrated strategy that drives stronger results, STIR will help future-proof your strategy for the best results in 2026.
