As we look ahead to 2026, one thing is clear: PR is not slowing down. In this post, members of the PR Club’s Board of Directors share their expert takes on the trends shaping the future of the industry.
From AI-driven insights and integrated communications, to hiring shifts and emerging social strategies, these perspectives highlight what communicators should be watching out for and prioritizing in the year ahead:
The Evolution Continues
Abbey Clark, Account Director, Supreme Communications | PR Club Board Member and Content Lead
“The PR function has evolved tremendously in the last few years, and in 2026, I don’t expect this evolution to slow. Collaboration and lockstep coordination will become even more critical as the spotlight shines on integrated marketing and creative branding, while thoughtful media relations continues to power visibility and influence. Ensuring there is connective tissue between AI-driven insights, creative assets, and cross-channel activation will be essential. Working closely with all parties (clients, agency partners, team members, etc.) to prioritize strategy and cohesive storytelling will be key to driving meaningful results.”
On The Hiring Horizon
Kristina Markos, Associate Professor, Lasell University and Co-Founder of GenSpark Solutions | PR Club Board Member
“New hires will shine by leaning into their soft-skill superpowers. Hard skills like: AI tools, tech platforms, and decoding social media performance analytics, are increasingly taught at the collegiate level. But what employers will really be looking for are the interpersonal qualities that make communicators great.
Expect a big emphasis on speaking up confidently when something isn’t clear, appreciating the value of an intergenerational workforce, and approaching new industries with curiosity about their histories, norms, and unwritten rules.”
All Eyes on AI
Abby O’Malley, Head of Communications, Revenue Analytics | PR Club Board Member and Social Media Lead
“AI will be the difference between staying ahead and playing catch-up. It’s now essential infrastructure for insights, drafting, and message testing. If you’re not working AI into your daily tasks and team thought sharing in 2026, you’re already a step behind.
In-house teams should prepare for deeper collaboration with product, data, and sales teams, because insights that used to be buried in spreadsheets are now instantly digestible. Agencies will shine when helping brands make sense of that data and move quickly with smart, AI-enabled strategies and stories that speak directly to reporters and the market.”
The Year of the Micromention
Lana Tkachenko, Strategic Brand and Communications Leader, Bob’s Red Mill | PR Club Board Member
“In 2026, the real power will come from the micromention: tiny, natural references that slide into the content people are already consuming. As platforms, creators, and AI tools reward repetition, relevance, and everyday language cues, these small signals will matter more than any perfectly orchestrated launch. Micromentions connect PR, social, creator content, and AI-driven discovery in a way that quietly teaches algorithms and audiences what deserves attention. If the last decade was about trying to go viral, the next one is about showing up consistently in the moments that shape culture without anyone feeling like they are being marketed to.”
This blog was written by Jill Flanagan, PR Club Board Member