The Role PR will Play in 2026

The public relations landscape has changed considerably in the past five years. In fact, it continues to shift consumer behaviour more than ever before. The traditional media release format isn’t dead but it’s no longer the hero tactic. Today, PR agencies are operating at a far more strategic level, shaping narrative through cultural relevance rather than simply pushing information. The mechanics of PR have evolved into a vehicle that drives awareness with intention, aligning communication with real business objectives, and ultimately solving a business’ problem, rather than just chasing coverage for the sake of it.

At pressed., strong PR begins long before a pitch lands in a journalist’s inbox. The most effective PR teams embed themselves within a brand’s team, collaborating to define what actually matters, who they are speaking to and why their story deserves attention right now. Communication has shifted from reactive announcements to proactive storytelling and where relevance and timing are everything. The question is no longer about “What can you say?” but “What is worth saying and why should anyone care?”

The way we earn brand trust has also shifted. Audiences are increasingly sceptical of paid hype and overly polished brand messaging. PR in 2026 will be more grounded in credibility, authority and trust. The brands that cut through will be contributing meaningful messages to larger conversations, for example, whether it’s insight, expertise or a clear point of view. Awareness isn’t built overnight, it’s a compound effect over time when communication is consistent and authentic.

Whilst media relations will always remain a tactic in the tool kit, it will no longer the sole focus of a PR strategy in 2026. PR activity will extend across many channels, with a rise in podcasts, founder led content, experiential, brand partnerships and owned platforms. The most effective campaigns in Brisbane of late treat media as a multiplier, a supporter or endorser, rather than the end goal. That is, one strong idea should feature across multiple channels, reinforcing key messages and deepening awareness at every touch point.

Another major shift we anticipate in 2026 is the role founders and leaders play in PR. Whether they like it or not, these positions become central to brand perception. Audiences want authenticity and access to honesty and perspective, versus corporate spin. Founders and leaders of brands need to focus on communicating with confidence, building authority and showing up as humans, not just executives. This year, people don’t want to connect with logos, they want to connect with voices and faces.

The way results are measured has also changed. Metrics like AVEs are still regarded but they have lost relevance and are replaced by a focus on quality over quantity. Does the message pull through? What’s the share of voice? And ultimately, can we show long term brand awareness? PR is no longer about quick wins or vanity metrics. It’s about building reputation, trust and influence over time. Brand’s doing this well aren’t chasing attention, they’re shaping culture, shifting consumer behaviour, and positioning themselves for longevity by introducing PR into their long-term strategies.