B2 Communications’ team brainstormed their predictions for PR trends in 2026. Some of the predictions have already begun to impact public relations trends in 2025, with even more impacts expected for 2026. Others haven’t been felt as acutely yet, and B2 expects them to become more widespread in 2026.
These seven PR trends are the tip of the iceberg. The public relations industry is constantly changing, and we’re constantly looking out for what’s next.
1. AI & the workplace
Artificial intelligence (AI) was the buzzword of 2025. Google’s Gemini and Microsoft’s Copilot are now embedded in the two most popular American workplace platforms. Soon, it’ll become embedded in nearly every business workflow, much like email and the internet reshaped how we work. Most people are embracing the ways that AI can make our work faster or easier, but there are still risks for companies to consider.
The biggest risk is misinformation. AI still “hallucinates” information when it can’t be found quickly or easily. Humans can’t blindly trust the information that AI provides. Someone still needs to review the information that AI provides and fact-check the data. In addition, it’s still nearly impossible to correct misinformation that AI is reading and using in its results.
We predict that AI will play an even bigger role in communications in 2026. We predict that there will be instances where the trust we place in AI will be impacted, and privacy considerations will become a bigger issue. AI will overcome misinformation and become much more accurate in 2026.
2. Alphabet soup: AEO, GEO and SEO
Just as SEO shook the way that websites were structured, AEO and GEO will shake up the way that information is presented online. SEO results will continue to be driven by keywords, while answer engine optimization (AEO) and generative engine optimization (GEO) will rely on authority, context and reputation.
The credibility of the author and organization play a key role in how the language learning models (LLMs) return results through AEO and GEO. They rely heavily on sites with deep subject matter expertise, bringing trade publications and niche outlets to the forefront of thought leadership tactics.
We predict that communicators will be writing for AI, in addition to stakeholders. News releases, blog posts and FAQs will be structured for LLMs to easily find answers for AEO and GEO. These owned channels will forgo stiff corporate speak and have an emphasis on natural language.
3. Rise of trade publications
Trade publications have always been known for going deep in subject matter for a smaller, niche audience. They have a direct line to target audiences who trust the publication and the credibility of the experts who are quoted in it.
The influence of trade outlets is growing again. This deep subject matter expertise makes trade publications an often-cited source for AEO and GEO. Company experts will need to be willing and ready to talk regularly with trade publications and author columns that are beneficial for a niche audience. These placements build credibility for the readers, and increase the opportunities to be cited by AEO and GEO.
We predict that trade publications will be more valuable than ever in 2026. Experts who are ready to go deep in subject matter with a fresh perspective will see success in being found through AEO and GEO while engaging readers.
4. Fragmented media landscape
A fragmented media landscape is nothing new. What is new: the rise of Substack and other publishing tools that make it possible for anyone to create their own news organization.
Much like influencers have created their own audiences, laid-off journalists are taking their audiences to their own channels, most often on Substack. We’ve already seen it happen with technology and political reporters who have the expertise and influence to build their own channels. For example, longtime Rolling Stone investigative reporter Matt Taibbi launched Racket News on Substack. It’s one of the top 10 Substacks on U.S. politics.
We predict that the fragmented media landscape will grow even more splintered. This decentralized news ecosystem puts readers closer to writers, however, it makes it harder to separate facts from commentary. It will be more difficult than ever for readers to determine a writer’s ethics and inherent bias, and who to trust for information.
5. Video use continues to grow
A recent Gartner study showed that YouTube is one of the most trusted social media sources for accurate information, with three in five Americans (61%) rating it as trustworthy. With rising trust, video can get even more popular, especially short-form video.
It wasn’t a stretch for Instagram, a visual platform, to turn to video to increase engagement and reach. But it was a surprise for LinkedIn to incorporate video. As its algorithm matures, video will become more prevalent and popular.
In addition, longer-form video is becoming more popular with podcasts, which were previously considered an audio-only or audio-first platform. Increasingly, people want to see who is part of the discussion. They want to feel like they’re part of the conversation and see the nuances that body language can convey.
We predict that video will continue to rise. Experts and spokespeople should receive training on executive presence and have a strong command of communicating through their body language. It’s not just what you say, it’s how you say it.
6. Podcasts lean into video
Podcasts have flooded the market, with a low barrier-to-entry and high interest in listening. Already, more than half of Americans tuned into a podcast for news in the past year according to a recent report from the Pew Research Center. It’s hard to believe that podcasts will rise any higher.
However, niche topics will continue to grow in listeners and relevance. With the fragmented media landscape, podcast “personalities” matter, and relatability takes a center stage. Overly produced podcasts may see a decline in listeners in 2026.
We predict that niche topics and trustworthy news producers will continue to have strong listenership. LLMs may look to niche podcast producers for content, context and authority in 2026. Spokespeople should be prepared to be conversational and knowledgeable on niche topics to succeed with podcasts in 2026.
7. Less FOMO, more community
Legacy social media platforms have embedded AI tools to aid content creation. This impersonal tone and style is already turning off users, who say the em dash is a giveaway for AI-created content. Authenticity and personality should be prioritized to retain and engage followers.
Reddit will continue to grow its influence. Currently, it has a strong following for the anonymous opinions of the everyday user. And LLMs cite the user-generated content in its AEO results, making it a fairly powerful source of information. Users are united by common interests and topics, creating a community where you can learn and contribute, which is missing from many other social media platforms.
We predict that brands will begin to explore Reddit as a way to engage directly with users. However, brands have to be prepared to receive honest feedback and engage authentically, in ways that don’t turn off users.
These are B2 Communications’ predictions for 2026 PR trends. Share your 2026 predictions – and your take on our PR predictions – on our LinkedIn page.