The rules of communications and marketing are rewriting themselves in real-time. GEO will replace SEO. Trust will beat reach. And brand building will be everyone's top priority. This isn't speculation—it's what 350+ practitioners revealed about the year ahead.
of PR & Comms pros say proving ROI beyond vanity metrics will be a top challenge
Brand Building will be the #1 priority across PR, Comms, & Marketing
of agency marketers are concerned about algorithms that impact visibility and engagement
"The big question hanging over PR, communications, and marketing right now isn’t whether
we’re doing enough; it’s whether what we’re doing actually matters. For years, we’ve relied on
metrics such as impressions, clicks, or sentiment. But if we’re honest, most of those numbers don’t survive a five-minute boardroom conversation."
Understanding the realities for 2026 means confronting uncomfortable truths while identifying clear opportunities. This report delivers both:
Teams shift from experimenting to implementing. Human oversight stays essential.
False narratives spread faster than truth. Build rapid response protocols or watch brand trust erode.
Shrinking newsrooms. AI-generated pitch overload. Relationship quality beats quantity.
More content creates less engagement. Storytelling and video cut through when everyone uses the same AI tools.
Zero-click search changes everything. Brand mentions now outweigh backlinks for AI-powered discovery.
"Creativity and originality will take center stage as AI-generated content and execution will begin to look the same. The ability to think differently, challenge the status quo, and seek meaning and value will be paramount."
