Embracing the evolving media landscape: four power plays for PR in 2026

Returning from nine months of maternity leave and diving back into the communications world, I was struck by just how fast the landscape has shifted. Everything that felt familiar last year is taking a new form. From the rhythm of media outreach, to the press release-to-coverage formula and the dependence on big-named publications, it’s clear that 2025 has made its mark on the communications and media ecosystem. 

For brands and PR professionals alike, the rule-book we once relied on no longer applies in the same way. But with change comes opportunity. 

Reflecting on 2025 and the shifting media landscape

One of the most profound changes, and the real catalyst, has been how AI is changing the way people find and trust information. According to the Reuters Institute’s Digital News Report 2025, AI chatbots are being used as a source of news for the first time, engagement with traditional news sources continues to decline across multiple countries, and dependence on social media and video platforms is growing. With the rise of generative tools, large-language models (LLMs) and AI-powered summaries, fewer people are clicking through to websites and news stories the way they used to. Instead of reading a full article on a news website, many now ask AI assistants a question and receive an instant answer or summary.

As a result, the media landscape is evolving. AI is reshaping how news is produced, discovered, and distributed. In 2025 we’ve seen media publications cut back, face layoffs or even shut down. Press Gazette tracked more than 3,000 journalism redundancies globally between 2023 and 2025. Many journalists left big-name newsrooms and launched independent outlets, newsletters, podcasts and live streams. Niche creators are starting to fill the gap. This means the gatekeepers are changing, and brands must recalibrate their outreach accordingly.

At the same time, paid channels are becoming more prevalent and interwoven with earned and owned media. With audiences fragmenting and platforms changing the rules, brands are investing more in paid amplification, native sponsorships, and social placements. 

So where do we go from here? How can we ensure brands are getting the exposure they deserve with PR?

Four ways to strengthen your communications strategy in 2026

If 2025 was about disruption of the media landscape, 2026 is about adaptation, and the opportunity it brings. Here are four things to consider when planning PR for the year ahead.

1. Re-invest in media relationships

Even in an AI-driven world, relationships matter. That means off-the-record briefings, one on one introductions, conversations with journalists, creators and new-media voices. When a journalist leaves a big publication and launches a newsletter, you want to already have that connection. When a podcast host is looking for a guest who has a fresh view, you want to be on their radar. These ongoing relationships build credibility and trust that matter, especially when search engines and AI models are evaluating provenance and value.

2. Create content that has unique insight, not just news

The noise is louder than ever, so what cuts through? Brands must move beyond announcements and simple ‘feature’ copy. The opportunity lies in unique insight, expert opinion, structured data and commentary. Thought leadership that takes a stand, data-driven stories that reveal something new, and content that is referenced by others. In the new era of AI-driven summarisation, your brand isn’t just competing for clicks, you’re competing for citations. Being the source that is referenced, quoted or summarised is a huge advantage.

3. Diversify beyond traditional media

Perhaps the biggest mindset shift for 2026 is recognising that traditional media is no longer the only (or even always the best) route to influence. Newsletters, Substacks, podcasts, creator-led publications and livestream communities can be trusted, high-intent environments with loyal audiences. Substack itself reported surpassing 5 million paid subscriptions, demonstrating the scale of this new media ecosystem. 

Instead of viewing these channels as ‘alternative’, they should sit alongside traditional media as core parts of a brand’s communications strategy. The opportunity lies in meeting people where they actually are, in formats they actively choose. Done well, this means thoughtful outreach, tailored storytelling and genuine collaboration with independent voices who shape conversation every day.

4. Adopt an integrated marketing approach 

At Archetype we’ve long emphasised the need to integrate PR, content and digital. That integration is now non-optional. You need joint planning across the full PESO model  (Paid-Earned-Shared-Owned).

For example: a feature in a respected publication (Earned) that is amplified via paid social (Paid), repurposed into a newsletter (Owned), and shared via a founder’s podcast (Shared) generates far more impact than any one channel alone. Our ‘visibility strategy built for AI’ approach shows how earned media, structured content and SEO/AI-optimised formats must align.

In 2025 we’ve seen the media and communications landscape shift dramatically, but for brands willing to adapt, the opportunity is greater than ever. Brands that invest in authentic relationships, deliver rich, differentiated content, embrace integration across channels and proactively optimise for AI and new discovery behaviours will be the ones that stand out in 2026 and beyond.

If you’re ready to evolve your communications strategy for this new era, or would like to learn more about how to drive your AI visibility, let’s talk.