"Instead of feeling fearful or like a victim of uncertainty, remember that you have a surprising amount of control over your business growth, and now is the time to leverage it. Having a proactive public relations plan going into 2026 is one of the most powerful ways to control your own destiny. As I've explained before, PR should never be on the chopping block, even when things are tight or feel uncertain. In fact, it's during these exact times when you need PR the most."
"For many people, AI tools are becoming the default search engine. Instead of Googling, they're turning to the likes of ChatGPT, Copilot and Perplexity. That means search engine optimization (SEO) and investing more in Google Ads aren't going to cut it. Brands must establish domain authority and AI positioning through answer engine optimization (AEO) and generative engine optimization (GEO) with a focused PR campaign."
"This reality is likely why one poll found that 80% of in-house communications professionals expect increased PR and communications budgets next year, with 8% expecting a boost of more than 50%. An integrated approach that combines media relations and strategic owned content (website and blog content, press releases, etc.) is essential for raising your profile in this new paradigm. A Muck Rack study found that 95% of all links cited by AI tools come from non-paid media, with 27% from journalism alone."
Widespread political and economic upheaval has created budget uncertainties, but businesses can control growth through proactive public relations planning for 2026. PR serves as both a defensive tool and a growth driver and should not be cut during tight times. Many communications teams anticipate increased PR budgets next year, including sizable boosts. Strategic, focused investments deliver real impact rather than simply spending more. Priorities include AI positioning: brands must optimize for answer and generative engines (AEO and GEO) through focused PR campaigns. An integrated approach combining media relations and strategic owned content is essential to build domain authority, since most links cited by AI tools originate from non-paid media.
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