In a recent article, Sean O’Leary, Senior Vice President at Susan Davis International, outlined the shifting landscape of public relations as the industry approaches 2026. O’Leary described how technological advancements are changing media practices and what this means for PR professionals.
He noted that while press releases can now reach hundreds of news feeds almost instantly, there is an increased risk of errors due to algorithms misinterpreting content. “For PR professionals, it’s a new reality: speed is more important than ever, accuracy is hanging on by a thread, and a human connection is more crucial than ever. Media is changing because technology is reshaping how stories move and the PR playbook is being rewritten in real-time,” said O’Leary.
Artificial intelligence has become standard in newsrooms. Algorithms handle tasks from drafting articles to determining which stories appear most prominently online. According to O’Leary, this broadens the reach of press releases but can compromise accuracy if context or meaning gets lost in automated processes. He emphasized that communicators must now monitor coverage with urgency similar to crisis management since errors can spread rapidly without human intervention.
Despite these changes, personal relationships remain vital. “Yet technology has another effect, it makes human relationships more valuable. Knowing the journalists, producers, and hosts behind the platforms can determine whether errors get fixed or ignored. AI may distribute the story, but people still protect it. Trust and familiarity remain a PR professional’s strongest defense,” he stated.
O’Leary also discussed the growing influence of podcasts as primary sources for news and analysis. The audience for podcasts has expanded significantly among listeners aged 35-64 over recent years; as of 2025, the median age for podcast listeners had risen to 39 from 34 just two years earlier in 2023. He explained that podcasts offer opportunities for deeper conversations and authentic representation beyond short sound bites or written statements.
“In 2026, podcasts will not be a secondary tactic, they’re now central to reputation building, thought leadership, and visibility. Any communications plan without a podcast strategy is not just incomplete, it’s a missed opportunity,” said O’Leary.
Shrinking newsroom staff remains another challenge affecting public relations strategies today. Reporters often cover multiple topics with fewer resources than before—resulting in some stories being dropped due to time constraints rather than lack of importance.
O’Leary concluded by stressing adaptability and relationship-building as essential qualities for effective PR work moving forward: “Still, one principle remains unchanged: relationships set great PR apart. Picking up the phone, being trusted, and understanding the human side of media remain the strongest advantage PR professionals have.”
