Is your 2025 public relations strategy still in style? Consider these PR swaps in 2026.
Note: No one who received or purchased a light-up reindeer sweater was harmed in the production of this Nano Banana-generated image.
Picture this: you’re heading to the mall with a pile of returns and hoping to exchange for something even better, whether that’s a better fit or better quality. If planning for 2026 were a trip to the mall, what would you keep, and what would you send back?
As marketing teams reflect on the past year, and prepare for what’s ahead, one thing is clear: PR is having a moment. Not in a trendy way, but in a way that proves its real, measurable value to brands navigating crowded markets, evolving media, and growing expectations.
So, consider this your PR holiday return receipt…what to trade in from 2025 and what’s worth exchanging for a stronger, more enhanced approach in 2026.
The 2025 Returns Pile
Some of these things did serve their purpose. Others? Not so much.
Return: PR That Lives on its own
If PR in 2025 felt disconnected from broader business goals, you’re not alone. Treating public relations as a standalone tactic, separate from marketing, sales, or brand strategy, often leads to awareness without impact. Not only that, but with PR driving visibility in this newer era of AI search, not having a full plan in place can keep companies from moving forward with brand awareness.
For manufacturers, this can mean missed opportunities to build trust with partners or contractors, attract talent, or reinforce credibility during the year. For consumer brands, this can look like coverage that doesn’t translate into preference at the shelf or loyalty over time.
In 2026, non-connected PR that lives on its own is worth returning.
Return: Spray-and-Pray Media Outreach
Every PR pro knows the feeling of sending pitches into the void. The ‘spray-and-pray’ method is one of my least favorites for a myriad of reasons, but mainly because in most instances, high-volume outreach with little relevance isn’t just ineffective, it’s forgettable.
Media relations have shifted. Journalists want thoughtful angles, proven data, and insightful experts. Mass pitching without intention and just hoping something sticks is one trend that doesn’t need to be repeated in 2026.
Return: Reactive-Only PR
Bringing in PR only when there’s a crisis, product launch, or announcement limits its full potential – and trust me, PR has a lot of potential. Waiting until the moment demands attention often means playing catch-up instead of leading the narrative. Especially with media relations in our current state of the world, building relationships with reporters and journalists takes time and effort.
Not only that, but for industries like manufacturing, where reputation, safety and innovation matter, this reactive approach can be limiting for brand authenticity and reach.
What’s Worth the Exchange in 2026
These are the PR investments brands can’t afford to miss.
Exchange for: PR as a Business Driver
In 2026, a strong public relations strategy won’t just support marketing but will help shape it.
PR is increasingly connected to:
Manufacturers that position themselves as industry leaders, and not just suppliers, are the ones that are primed and ready to stand out. Consumer brands that connect product stories to culture, trends, and real-world impact build deeper relationships. Paint brands, for example, aren’t just selling color; they’re shaping conversations around homeownership, interior design and trends.
Exchange for: PR That Drives Visibility in New AI Search Era
Search is no longer just about keywords and rankings. In 2026, brands will increasingly be discovered through AI-powered tools that prioritize credibility, authority, and third-party validation over volume metrics.
As mentioned, this is where PR plays a critical role.
Earned media, expert commentary, and brand mentions don’t just build trust with people, they help AI systems understand who is credible, who leads, and who gets recommended.
Exchange for: Credible Storytelling
Attention is easy to buy. Trust is not. That is one of the main reasons I am so passionate about media relations – it helps build brand trust and awareness.
Earned media continues to be one of the most powerful tools brands have because it offers third-party validation, something advertising alone can’t replicate.
Data-backed insights and expert commentary bring to life stories that resonate across trade, business, and consumer outlets alike.
In such a crowded market and industry, credibility is the differentiator.
Exchange for: Long-Standing Media Relationship
Sure, getting coverage is great and exciting in the moment…but the future of media relations isn’t about more coverage. It’s about the right coverage.
Strong relationships with journalists, editors, and industry voices lead to:
For manufacturing brands and consumer-facing companies alike, this kind of relationship-building creates momentum that has the potential to build year after year.
Exchange for: PR That Supports the Whole Brand Picture
PR in 2026 won’t live on an island by itself (or so we hope)! The most effective programs will support content marketing, SEO, GEO, social, and sales, all while reinforcing brand authority.
Earned media is all about storytelling, but it doesn’t stop there – it can strengthen search visibility, specially in this era of AI search, it can support owned content and supports long-term brand trust. That kind of impact is hard to ignore, and if companies do, they’ll fall behind compared to competitors who are taking PR and earned media seriously.
Real Return on PR
The biggest return brands will see in 2026 isn’t just coverage, it’s also confidence.
PR has moved beyond “nice to have.” It’s an important block that helps brands navigate complexity, tell their stories to the right people, and stand out for customized brand messages.
Ready for the Exchange?
If you’re planning for 2026 and reassessing what’s still worth keeping from your PR efforts, and what might be better left behind, we should talk.
Contact Akhia if you need a partner for 2026. We’ve seen some things, and we know what works.
(Pssst: Fill out that form below so we can talk about your exchange strategy!)