January 21, 2026
Our predictions for the PR and comms industry in 2026.
2026 is shaping up to be a pivotal year for PR and communications. Rapid advancements in AI, shifting media consumption habits, and rising geopolitical risk are reshaping the industry.
For PR professionals, this feels reminiscent of the early days of digital media, when print first moved online. Except now, it’s happening at warp speed. Every brand, agency, and communicator is navigating entirely new terrain.
Amid this uncertainty, PR and communications has emerged as a strategic business lever. On the executive level, the role of the Chief Communications Officer is becoming increasingly critical, with budgets and responsibilities converging across communications, legal, and government affairs.
At Clipbook, we’re on the front lines of this evolution, providing AI infrastructure for communications and public affairs teams to navigate this new media era. As we head into 2026, our team is more convinced than ever that the role of communications will define a company’s competitive advantage.
Here are our top six predictions for the PR and comms industry in 2026.
1. Great writers will be in high demand
A PR professional’s greatest asset is their ability to tell stories that connect, persuade, and resonate. AI can generate content at scale, but it can’t replicate human creativity. The ability to tell a compelling story will differentiate the brands that earn trust from those that don’t.
According to a Goldman Sachs survey from August 2025, 54% of consumers prefer no AI involvement in creative work. There is clearly an appetite for authentic, human-generated storytelling. As AI-generated content floods every channel, the ability to write with nuance, emotional depth, and strategic insight will be more important than ever.
2. In-person events will drive significant value
After years of virtual events and digital meetings, audiences crave real connection. We see it firsthand at Clipbook. Our inaugural PR and comms gathering in Washington D.C. drew over 50+ attendees, who repeatedly told us how much they value face-to-face interaction.
We’re betting on in-person events making a strong comeback in 2026. In-person gatherings are one of the most critical high-trust signals and engagement platforms. For PR and comms teams, this will require a renewed focus on experiential marketing and immersive brand experiences. Expect to see more in-person events, from large industry conferences and summits to intimate community dinners.
3. LLM search visibility becomes a C-suite level KPI
Large Language Models (LLMs) like ChatGPT, Perplexity, and Gemini are changing how people discover brands. Earned media is critical for visibility in AI-driven search results. Your visibility on platforms like Reddit, Quora, and LinkedIn also matter. It’s one of the lowest-leverage, high-value ways to get your company in front of your target audience. PR teams will need dedicated community engagement pods to scale and shape this brand presence.
4. Chief Communications Officers will gain more influence in senior leadership
Communication leaders have never been more strategically important. According to a recent Axios report, the percentage of CCOs reporting directly to the CEO increased from 40% in 2023 to 47% in 2025. This is a clear indication of the strategic importance of communications. In 2026, the CCO’s seat at the executive table will be essential to business decision-making.
5. Communications becomes a first-class risk surface
The lines between reputation, compliance, and security are blurring. Communications data will be treated like financial or cybersecurity data: continuously monitored, audited, and reviewed by legal, risk, and leadership teams.
A recent FinTech Global report found that nearly 80% of organizations had been asked by regulators to produce complete communications records in the past year. Yet, 73% of these organizations still rely on manual processes for data capture and retention. This creates massive risk. In 2026, robust governance frameworks and automated monitoring tools will be crucial to protect brands.
6. Government affairs, legal, and comms budgets converge further under corporate affairs
Traditional silos between government affairs, legal, and communications are breaking down. Their budgets and mandates increasingly overlap, and in 2026, we expect further convergence under corporate affairs functions. This integration allows organizations to align influence, regulation, and reputation management around a single strategic purpose, effectively making these functions more agile and cohesive.
Frequently Asked Questions
Conclusion
The PR and communications industry is at a tipping point. AI, shifting media habits, and evolving audience expectations are rewriting the rules of the industry — shaping which skills matter for a communications professional, which channels and events build trust, and how communications integrates with broader business goals. But no matter what shifts appear in the year ahead, one thing is certain: PR and comms will continue to be a defining force in every company’s strategy, with AI as a critical, table-stakes resource.
Related Articles
