From AI to Leadership Development, the Forces Reshaping PR

In 2025, inconsistency seemed to be the only consistent trend in the U.S. To help communications professionals start 2026 right, we asked the PRSA Counselors Academy membership to identify the trends they anticipate for the New Year.

Counselors Academy is a PRSA section that features agency owners and leaders. For more than 50 years, the group has brought together like-minded people to talk shop and share stories. 

Here is a sample of the trends they foresee for 2026: 

Strategic storytelling

“Strategic storytelling will become the differentiator for brands [that are] willing to do the harder work. This approach goes beyond selling features to selling meaning, using real people and authentic narratives to create emotional connections with audiences. The key? Human creativity that AI can’t replicate. Marketers must actively listen for stories that move them first before those stories can resonate with audiences. Brands that prioritize genuine human connection and curiosity over content volume will rise above the noise.” 

— Nicole Morgan, APR, CEO, Resolute PR, Tulsa, Okla.

C-suite stressors

“The need for strategic-communications counsel has never been more critical, and recognition from the C-suite about the relevance of guidance and input from communicators to inform decision-making will continue to expand. Public relations leaders will have a seat at the table when major initiatives are in play, including change management, leadership transitions, mergers and acquisitions, issues planning and crisis management. Reinforcement of the essential and intentional action of integrating messaging and building cohesive narratives across functions — from internal communications to stakeholder engagement, and from earned media to digital marketing — will emerge and grow.”

— Hinda Mitchell, president and founder, Inspire PR Group, Columbus, Ohio

Reinforcing your core

“This will be a year of continued adjustment and recalibration as companies, organizations, advocates and others determine how the broader national conversation impacts their work, their reputation and their audiences. Given the upheaval and constant seesaw of 2025, the year 2026 will bring an opportunity for renewed focus on core principles and strategic engagement. As in any time of change, the role of communicators will be key. It’s our job — and our responsibility — to help our clients determine how best to remain true to their mission and objectives while also remaining relevant and engaged in the national, regional and local dialogue.”

— Ben Finzel, president, RENEWPR, Washington, D.C.

Redefined influence

“The way we measure success will change… a lot. We know [that] technology and AI have allowed some communications professionals to pile up vanity metrics. We also know [that] people crave real relationships with real people. They can see through AI blabber. That’s going to keep people moving offline as they search for genuine voices. There are plenty who may not have a massive following, but they do hold massive influence over an audience that will matter to our clients and those they serve. Our industry will need to find creative ways to identify, engage and measure the success of this work. Doing so won’t fit in a pretty PESO [paid, earned, shared and owned media] column, and it will force us as agency owners and leaders to change the way we think about our businesses.” 

— Dan Farkas, chief advocate officer, Pass PR, professor of strategic communication, the E.W. Scripps School of Journalism at Ohio University, Athens, Ohio

Developing leaders

“A key public relations trend for 2026 [will be] increased investment in leadership development. Organizations are dedicating more resources to help team members grow into strong leaders who can navigate today’s complex communications landscape. Budgets now more commonly include leadership training, executive coaching, conference travel and professional development opportunities. This shift reflects the industry’s recognition that effective leadership strengthens strategy, crisis management and organizational storytelling. Overall, developing leaders is no longer optional; it’s a strategic priority for PR teams and agencies.”

— Kristelle Siarza Moon, APR, MBA, owner and CEO, Siarza, Albuquerque, N.M.