JANUARY, 2026

Authentic connection in the age of AI

By Epoch 5 President Katherine Heaviside

In 2026, I expect public relations to enter a new era where technology will elevate, not replace, the human elements of our work. AI will evolve to be far more than a drafting assistant. PR teams will increasingly rely on AI-driven tools to analyze audiences, monitor what resonates with target audiences, and even forecast potential crises before they gain traction. This shift will help move the field of public relations from reactive messaging to proactive reputation management, enabling communicators to anticipate issues, shape conversations earlier, and make better-informed decisions.

But even as AI becomes more sophisticated, the heart of PR will remain firmly human. Judgment, emotional intelligence, and relationship building cannot be automated, and the organizations that thrive will be those that blend smart technology with experienced, thoughtful communicators who understand context, nuance, and people.

At the same time, shrinking newsrooms and tighter editorial priorities will continue to reshape the media landscape. In place of broad, general-interest outlets, PR strategies will focus more on niche publications, specialized platforms, and influencers who speak directly to targeted communities. This change brings tremendous opportunity for more precise messaging and meaningful engagement, but it also requires deeper research, greater personalization, and a true understanding of what each community cares about, how it communicates, and what kind of story provides real value rather than just visibility.

Taken together, 2026 will reward PR professionals who balance the use of data and AI tools with communication that feels human and trustworthy. In short, the year ahead won’t be about louder outreach but more authentic connection.