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PR, Comms & Marketing: The 2026 Outlook

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The rules of communications and marketing are rewriting themselves in real-time. GEO will replace SEO. Trust will beat reach. And brand building will be everyone's top priority. This isn't speculation—it's what 350+ practitioners revealed about the year ahead.

PR, Comms & Marketing: The 2026 Outlook delivers the intelligence you need to navigate these shifts and realities, combining hard data from our practitioner survey with strategic insights from 50+ industry leaders. While others react to change, you'll be prepared for it.

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"The biggest challenge - and opportunity - will be building coherent brand stories that travel seamlessly from linear broadcast to on-demand and social. Creativity will remain the differentiator in cutting through the noise."

— Will Martin, Head of Marketing, Broadcasting, News UK

Realities Shaping the 2026 Industry

Understanding the realities for 2026 means confronting uncomfortable truths while identifying clear opportunities. This report delivers both:

AI Integration: From Hype to Strategy
Teams shift from experimenting to implementing. Human oversight stays essential.

Misinformation Crisis
False narratives spread faster than truth. Build rapid response protocols or watch brand trust erode.

Media Relations Strain
Shrinking newsrooms. AI-generated pitch overload. Relationship quality beats quantity.

Content vs. Connection
More content creates less engagement. Storytelling and video cut through when everyone uses the same AI tools.

The GEO Revolution
Zero-click search changes everything. Brand mentions now outweigh backlinks for AI-powered discovery.

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Why Download the Report?

Expert perspectives that matter: Get actionable insights from leaders at News UK, Omnicom, PRCA, AMEC, IAB Spain, and more on navigating 2026's shifts..

Real challenges, real data: See why proving ROI remains the top struggle, how budget pressures will intensify, and what teams are doing differently to demonstrate value.

Convergence creates opportunity: Discover why brand building emerges as the unifying priority across PR, comms, and marketing - and how to measure it.

AI's double reality: Learn why practitioners publicly expect AI to complement their roles while privately harboring deeper concerns about transformation.

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PR, Comms & Marketing: The 2026 Outlook

"AI is not replacing human creativity—it's amplifying it. The winners in 2026 will be those who use AI to scale their unique human insights."

— Sandrine Cormary, CEO, Omnicom Reputation Group

Expert Contributors Include:

Michael O'Donoghue, Global Senior Marketing Manager, Peroni Nastro Azzurro
Will Martin, Head of Marketing Broadcasting, News UK
Sandrine Cormary, CEO, Omnicom Reputation Group
Reyes Justribó Ferrer, General Director, IAB Spain
Gabriela Weiss Clarke, Head of Communications, PRCA
James Crawford, Managing Director, PR Agency One & Board Director, AMEC
Valentina Napoli, Marketing Director, MasterGroup World

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Actionable from page one - not academic theory. Strategic insights that deliver all-year value.

The future of PR, comms, and marketing is being written now. Act on insights from 300 practitioners and 50+ industry experts. Lead while others scramble to adapt.

The question isn't whether change is coming. It's whether you'll be ready.

Report

PR, Comms & Marketing: The 2026 Outlook

Realities Shaping the 2026 Industry

Why Download the Report?

Expert perspectives that matter: Get actionable insights from leaders at News UK, Omnicom, PRCA, AMEC, IAB Spain, and more on navigating 2026's shifts..

Real challenges, real data: See why proving ROI remains the top struggle, how budget pressures will intensify, and what teams are doing differently to demonstrate value.

Convergence creates opportunity: Discover why brand building emerges as the unifying priority across PR, comms, and marketing - and how to measure it.

AI's double reality: Learn why practitioners publicly expect AI to complement their roles while privately harboring deeper concerns about transformation.

PR, Comms & Marketing: The 2026 Outlook

Expert Contributors Include:

Get Your Copy

Download the 2026 Outlook Report