Dos and Dont's for PR in 2026

PR has undergone massive changes in the last couple of years due to AI, media layoffs, new communications channels, an increase in scams, and more. To succeed in this evolving landscape, PR strategy needs to be dynamic. However, it can be challenging to determine which trends are worth investing in and which to be cautious of. 

Here are some dos and don’ts to keep in mind when building your 2026 PR playbook. 

DO: Thoughtfully harness AI

In moderation, AI can be a valuable asset in PR. AI tools can be great for research, monitoring, tracking, brainstorming, and even basic outlines. Stay updated on the tools available and what other professionals are using. It can be intimidating to get started with AI, so it’s a good idea to begin with simple, low-risk tools. Figure out what works for you and your team. 

DON’T: Use AI to replace expertise and creativity

As a standard, the media now checks for AI when reviewing guest posts, commentary submissions, press releases, and even pitches. Generated content is often flagged as spam or discarded immediately. Don’t let AI replace your most valuable assets: creativity, relationships, strategic judgment, and industry experience. Find a healthy balance between leveraging the benefits of AI and not letting it dominate your creative process. And whether you use AI in the process at all or not, use AI detectors before sending anything out to make sure it’s not triggering as AI-generated; sometimes even human-written content will.

DO: Be proactive with the media

There are many channels available in 2026 to connect with the media beyond email. Many journalists are active on X, Bluesky, Threads, LinkedIn, Substack, and more. There have been a number of major media layoff rounds in 2025, so there are fewer journalists than ever in 2026. Check out where your media contacts are most active and reach out on their preferred platforms. Make building a relationship as easy as possible. 

DON’T: Overdo it with message-bombing

Journalists are bogged down with pitches and story ideas, so be respectful of their workload and time. Sometimes it will take longer for responses. Keep pitching to one initial message and one follow-up to avoid overdoing it. Being overzealous can frustrate an overworked journalist. Find a good balance between getting your message across and understanding the tough position the media is in this year. 

DO: Explore unique opportunities

There are more channels than ever, thought leadership and coverage shouldn’t be limited to traditional media. Podcasts, AMAs, event panels, Substack features, and more can be great to amplify your voice. Research the channels that resonate most with your audience and take advantage of them! 

DON’T: Accept opportunities without vetting

Unfortunately, there has been a rise in deepfakes and scammers posing as media. Anytime a journalist or media rep reaches out for a podcast opportunity or feature, verify their profile and contact information. If they reach out on LinkedIn, make sure the account is legit and not a clone. If they contact you by email, make sure the domain is correct (xyz@techcrunch.com, not xyz@1echcrunch.com). Media shouldn’t ask you to hand over control of your screen or surprise payments. If you do find yourself in a situation where you’re doubting a contact’s intentions, trust your gut. 

DO: Get familiar with GEO

You already know SEO. Now, AI has changed the game as more people use generative AI tools like ChatGPT to search, and old SEO tactics aren’t as relevant. GEO (generative engine optimization) values unpaid, fact-driven media that often comes directly from PR efforts. Research GEO and how you can integrate it into your PR messaging to get your company and leaders up in AI search results. 

DON’T: Rely on outdated tactics 

You may have used keyword clusters, repetitive phrasing, or overhyped language to get attention in the past. AI engines like content that cuts to the chase, includes specific facts, cites good data, and makes clear claims. People are like this as well; they’re tired of hyped up language and exaggerated claims. Build your press releases on facts and clear statements. In 2026, be honest and transparent.

Ushering in a new era of PR

The PR landscape is evolving faster than ever. But despite the breakneck pace of change, the core of PR remains the same: credibility, relationships, clarity, and trust. The teams that win this year will be the ones that use new tools thoughtfully, adapt quickly, and stay grounded in honest storytelling. 

Success in 2026 isn’t about chasing every new trend; it’s about grasping what matters, trying new tools, and keeping informed in a more complex media environment. This can be a major undertaking, and many companies turn to PR agencies like SlicedBrand to expertly manage PR. Navigating this year with confidence helps to build success in the modern PR landscape. Be proactive and stay in a learner’s mindset, and 2026 will bring great things.