One thing recent years have taught us is that the future is rarely predictable. Still, patterns emerge, trends form and if you work in PR or Communications, paying attention to those signals is part of the job.
This reflection draws from industry observations, conversations with communications professionals in our community and beyond, and some additional research. As we look ahead, here are a few shifts that are worth paying attention to in 2026:
1. Artificial Intelligence (AI)
At this point, you might be thinking, Not AI again. Fair enough. But while AI has been part of the conversation for a few years now, what has really shifted is how professionals engage with it.
The perspective has moved from fearing that AI would replace us to using it as a practical tool for everyday work. More professionals agree that AI is not only here to stay, but is best viewed as a collaborator rather than a competitor. AI is being used for repetitive and operational work efficiently, giving professionals more time to focus on strategy and decision-making.
Across sectors such as finance, agriculture, and oil and gas, organisations are investing heavily in AI tools to automate tasks, support operations, and improve speed. It is interesting to remember that only a few years ago, much of the discussion focused on AI detection and distrust. Today, the tone has shifted towards integration.
Still, an important question remains: where do we draw the line?
Many of us have experienced the frustration of trying to resolve a customer issue, only to be met with a chatbot that completely misses the point. It is a simple reminder that no matter how advanced AI becomes, the human factor still matters. Unsurprisingly, conversations around ethics and regulation are now taking centre stage.
Our recommendation: invest time in understanding AI work tools. Learn how to prompt them properly, automate where it makes sense, and use them for ideation and sense-checking. Understanding AI does not make you less capable. If anything, it makes you more effective.
2. Standardisation of Communications Processes
Another shift to watch is the growing standardisation of communications processes, both globally and locally.
As organisations take communications more seriously, professionals are becoming more deliberate about process. Other professions have long documented how they work and now Communications is now catching up.
Comms teams and leaders are being invited into key meetings, expected to document strategy, prepare for crises, report impact, and clearly articulate value. There is more focus on how Comms contributes to organisational objectives and the bottom line.
Corporate and staff training in communications has also increased, which is a positive change for an industry that has often operated in the background. We expect this attention to continue beyond 2026.
3. Purpose-led Storytelling
As the world grows more complex, people are searching for purpose in the things they engage with. .
Corporate storytelling has moved beyond what we did to why it mattered and the impact it had. Data is crucial, but it works best when paired with context and humanity. There is a movement from just numbers which has typically been the focus of reporting in recent years to the stories behind them and the people they represent.
There is also a growing move towards transparency. Organisations are more willing to share lessons and missteps alongside successes. Audiences want honesty, context, and humanity, not just polished outcomes.
4. Personification of Brands
Recently, there’s been a major shift with official handles engaging in viral discourse, referencing memes, creating witty content and even participating in online banter.
Short-form and informal content continues to grow, with behind-the-scenes clips, day-in-the-life videos and informal storytelling creating stronger community bonds between brands and audiences. While this raises questions about professionalism, it is a trend that is working for several brands.
A note of caution: This approach to jumping on viral discourse and social media trends requires an understanding of how audiences engage on social media and what they find acceptable. Quite a few brands have been met with backlash while hopping on this trend.
5. Less Is More
Finally, minimalism is gaining ground. With the intense competition for the attention of audiences, clarity is essential.
Whether you are presenting to leadership, creating content, or writing reports, the expectation is clear communication delivered quickly. Concise messaging is now a competitive advantage.
You can compare the highlighted trends to the PR and Communications trends for 2025. If you would like to do a more comprehensive reading on the 2026 PR and Communications trends, here’s some recommendations:
- Your 2026 PR Playbook by Grow Public Relations
- 2026 PR trends, according to five industry experts by PR Daily
- Beyond awareness: The top PR trends brands can’t ignore in 2026 by Agility PR
- The State of PR in 2026: What 1,100+ Comms Leaders Told us About the Future of the Industry by Meltwater
- What Are the Key Public Relations Trends for 2026? by Worldcom Public Relations Group
