Looking ahead to 2026: communications trends to watch

As we gear up for a fresh new year, it feels like a good time to take a look at some of the emerging PR trends and communications trends that will be shaping the communication landscape over the next 12 months.

In a world where technology is more powerful than ever, audiences are increasingly sceptical and reputations are built or broken at breakneck speed, it’s important to understand what we need to be mindful of when navigating an increasingly complex communications environment.

From AI in PR to employee advocacy and crisis preparedness, these PR industry trends will define how organisations communicate, protect trust and build long-term reputation.

AI in PR: How Artificial Intelligence Is Reshaping Reputation

Artificial intelligence (AI) is a word on everyone’s lips. The explosive growth of AI in PR is rapidly changing how people search for and consume information. According to a recent McKinsey survey, 44 percent of users of AI-powered search say it is now their primary and preferred source of insight, overtaking traditional search engines such as Google.

For communications teams and PR agencies, this has major implications. AI systems draw heavily on existing content, including websites, press coverage and interviews. Inconsistent messaging or a lack of credible, authoritative content can quickly shape how an organisation is perceived.

Far from replacing PR, AI increases its importance in ensuring that information in the public domain is credible and coherent, as it amplifies whatever is there – accurate or not.

Crisis preparedness is more important than ever

Leading on from this, the risk landscape for reputations is evolving fast. Deepfakes, AI-generated voice recordings and automated bot activity are making misinformation harder to spot and quicker to spread. You only have to look at the recent controversy surrounding Grok AI to see how quickly this is taking hold.

A fabricated video or quote can escalate into a crisis within minutes, often before verification is possible. Crisis planning can no longer focus solely on traditional media responses.

In 2026, organisations will need strategies that account for false narratives, rapid escalation and digital manipulation. Clear protocols, faster decision-making and regular scenario testing will be essential to safeguard trust.

Ethics and transparency take centre stage

As audiences become more discerning, ethical communication is moving to the forefront. Purpose-led messaging is increasing in importance, while inconsistency is quickly called out.

Effective communications will favour clarity over spin. Transparency does not mean saying everything, but it does require honesty, coherence and respect for the audience’s intelligence. Organisations that communicate with integrity will build stronger, more resilient reputations.

Employee voices gain influence

Trust in institutions remains fragile, while trust in individuals continues to hold strong. That imbalance is driving a renewed focus on employee advocacy.

In 2026, organisations are increasingly recognising their own people as credible communications assets. Employees who share insight into their work, culture or values often generate higher engagement and greater trust than corporate channels alone.

This is not about turning staff into unpaid influencers. Successful employee advocacy relies on investment in training and a culture that supports authenticity.

Proactive strategy replaces reactive noise

Across all these trends runs a common theme: the need for proactive communications. Rather than responding to events as they unfold, organisations are increasingly expected to set clear narratives, manage risk early and communicate consistently over time.

The communications challenges of 2026 are more complex, but they also present real opportunity. Employee voices are gaining influence. AI in PR is reshaping how people find and trust information. As a result, trust is harder to earn, but more valuable than ever.

At Freshwater, we believe organisations that invest in strategic communications, ethical storytelling and robust preparation will be best placed to navigate what’s next. As a leading PR agency in Cardiff, we support organisations with integrated communications, digital strategy and reputation management.

Get in touch at hello@freshwater.co.uk to find out how we can Make it Matter for you.