By Jonathan Baker and Sydney Donovan, EGC’s Director of PR The past year has brought dramatic changes to the world of public relations. These changes will only accelerate in 2026. Spoiler: AI is behind much of this transformation. Industry Challenges A recent Inc. article pointed to a growing dichotomy in PR: Major publications such as The Washington Post and Business Insider have downsized, leading to significant layoffs among journalists who once worked closely with PR teams. With fewer reporters to pitch (and more competition for attention), PR professionals now face a tougher challenge: Sustaining strong media relationships in a shrinking newsroom environment. AI’s Expanding Role in PR As the dichotomy explained above unfolds, the rise of generative AI and generative engine optimization (GEO) is reshaping how information is created, sorted, and surfaced. Large language models now draw from increasingly reliable, verified sources, which in turn is altering how brands gain visibility. As AI-powered search tools like ChatGPT and Google’s AI Overviews become more central to information discovery, demand for strategic PR services will rise. Brands need PR not only for media coverage, but also to ensure their content appears accurately within AI-generated answers. PR agencies are responding with shifts in mindset and practice, which is the result of several emerging trends. Formalizing AI Usage Although many PR professionals already use AI for writing, research, and administrative tasks, fewer than 40 percent have formal policies as far as governing its usage is concerned. That number is expected to grow in 2026. Some firms are even developing in-house AI systems trained via their own case studies, pitches, and brand voice guidelines. These custom tools can enhance speed, consistency, and accuracy—especially in content generation and asset creation. Improving Measurability With GEO gaining traction, PR teams can measure how press releases, op-eds, and thought-leadership pieces perform in AI-driven search environments. Early adopters, such as EGC’s PR division Suade, are leveraging proprietary AI tools to reduce the guesswork historically associated with earned media visibility and impact. This renewed focus on measurability has also revived one of PR’s classic formats. The Return of the Press Release Press releases never fully disappeared, but many questioned their relevance. In the AI era, their value is clearer than ever: AI engines rely on verified, authoritative sources to answer user queries. Well-crafted press releases—particularly those grounded in factual, attributable information—give brands a strong, authoritative foundation in search. This shift has also renewed interest in understanding who is consuming PR content and where it’s being discovered. Substack’s Rising Influence Substack, founded in 2017, has quickly become a powerful tool for PR teams. The platform offers writers and creators a direct line to niche audiences that value independent, specialized content over large national publications. For PR professionals, this creates new opportunities for: More targeted outreach Highly engaged subscriber communities Greater visibility for thought leaders and brand voices As trust in mainstream media fluctuates, Substack provides a channel where the right content reaches the right audience. Conclusion AI is transforming PR just as it is reshaping every other industry. While the challenges may feel overwhelming—newsroom downsizing, shifting search behaviors, rapid technological change—they also open the door to more strategic, measurable, and impactful public relations. As 2026 approaches, the firms that thrive will be those that stay flexible, adopt AI thoughtfully, and embrace Performance PR.
