Blog Getting Comms Right

As commercial pressures increase, comms has never been more important for companies looking to stay ahead in an ever more competitive business environment. Here are Templemere’s top predictions for the trends that will shape the PR world as we know it in 2026.

1. Everyone’s a cynic Perhaps one of the most common words you’ll hear when it comes to comms in 2026 is ‘why’? In an era of information (and misinformation) overload, businesses need to focus on ‘why’ rather than ‘what’ when it comes to engaging with clients. It’s essential to have a story to tell the edge over those who simply have a product to sell.

2. AI gets back in its box As the novelty of AI calms, the best practitioners expect these tools to embed themselves in comms rather than transform strategy. Al applications will assist with aspects of comms such as content production, as well as making international accessibility easier with easier access to translation and localization, as well as more accurate measurement of key metrics. This will free up space for comms professionals to dedicate time to strategy, thought leadership and high-skilled work. Being able to articulate not only what AI does for you but why it needs to do it is key.

3. People still trust people In a sea of AI chatbots and virtual reality personas, it will be the voices of real humans that cut through the noise. We’re seeing a rise in ‘founder led branding’, where the best spokesperson for an organisation is the one at the head of the table in the boardroom -who really cares and who clients can trust.

4. PR spend must connect to revenue growth Demonstrating how PR spend translates to undeniable business growth must be a top priority. Good comms is comms that makes a real difference to the bottom line, and coverage that doesn’t deliver that is just noise. Strong agencies will be able to produce reports which link increased media coverage volume directly with the sales pipeline or consumer sentiment with website conversions, establishing concrete correlations that clients can easily recognise.

5. Smaller newsrooms means relationships matter As many media outlets pare down their teams, ensuring that any approach to secure coverage is specific and appealing to the journalists that are being targeted will become increasingly important. Gone are the days of mass media outreach as an era where exclusive, bespoke stories tailored to exactly the publication that is of most value is ushered in. As journalists encounter more AI-assisted stories, irresistible pitches that cut through this noise will be invaluable. Working with agencies who know their media and are in turn trusted by journalists is a good way to start cementing relationships.