Why Are We Still Talking About PR in 2026?

In 2026, it seems that we know everything and can do almost anything with just a few clicks. AI and social media have made content creation and publishing easier than ever. Artificial intelligence has transformed, and continues to transform, the way we work and access information, at a pace that is difficult to fully comprehend or explain. Social media platforms have not only become an important source of information; for some, they are now the primary, or even the only, way of staying informed.

Algorithms largely determine which information reaches us, while the boundaries between relevant information, personal interpretations and misinformation are becoming increasingly blurred. At a time when anyone can create and distribute content, one of the most pressing questions is whom we can truly trust.

When we consider this question in the context of communication management, the challenges become even more complex. In a world where reaching audiences has never been easier, yet capturing their attention and earning their trust has become increasingly difficult, is the role of public relations changing? And where does the real value of PR and communication professionals lie today?

More Doesn’t Necessarily Mean Better

The communications industry has always evolved alongside changes in society, adapting its approaches and strategies to the ways people consume information, form opinions and build trust. Today, artificial intelligence is accelerating research, data analysis, creative concept development and content production, while digital platforms are reshaping how information is created, shared and delivered to audiences. However, having more opportunities to communicate does not necessarily mean that we communicate better or more effectively.

According to the Reuters Institute’s Digital News Report 2026, covering 48 markets, social media and video platforms have, for the first time, overtaken television and news publishers’ digital channels to become the most widely used source of news. As many as 54% of respondents access news through social media, meaning that information increasingly reaches audiences indirectly, through posts, comments and content shared by other users.

At the same time, the report found that trust in news stands at just 37%, falling to an even lower 29% in Croatia. Meanwhile, 62% of respondents are concerned about false and misleading information online.

Although these findings relate to news consumption rather than directly to companies and brands, they clearly illustrate how dramatically the broader communication landscape has changed and highlight the challenges of today’s information environment. Companies can control what they publish and where, but they cannot control how their messages are subsequently shared, interpreted or taken out of context. This is why achieving visibility requires, more than ever, a thorough understanding of the audiences we communicate with.

Visibility Is Not the Same as Credibility

Reach, media coverage and audience engagement are all important indicators of communication performance, but they do not necessarily reveal how much communication has contributed to a company’s reputation. A campaign can deliver impressive numbers without significantly influencing how a company is perceived by the public.

It is worth asking how much we, as an industry, have contributed to a situation in which the value of PR is often assessed through what is easiest to measure. The number of media placements and campaign reach can easily be presented in a report, while the contribution of sound strategic advice, the timely identification of risks or a decision that prevented a reputational issue is far more difficult to quantify.

The development of artificial intelligence creates an opportunity for us to devote greater attention to aspects of our profession that have always been essential, but have not always been sufficiently visible in the results we present.

From Communication to Business Decisions

The strategic value of public relations lies not only in the ability to help companies communicate their decisions clearly, but also in understanding how those decisions affect different stakeholder groups. This requires in-depth knowledge of a client’s business, the expectations of its stakeholders and the broader social context in which it operates.

Sometimes, the most valuable contribution a communication professional can make is to ask an uncomfortable question, identify an overlooked risk or advise that an issue be addressed before it becomes a matter of public discussion. After all, reputation is shaped primarily by what a company does, not just by what it communicates. That is why it is essential for communication professionals to be involved in shaping business decisions, rather than simply communicating them to the public.

Yet data alone cannot tell us what course of action to take. That requires experience, a thorough understanding of the company’s business, insight into stakeholder interests and the ability to assess the potential reputational consequences of business decisions.

Technology will continue to transform the way we work, and artificial intelligence can be a powerful tool in that process. Nevertheless, responsibility for decisions and their consequences remains with people.

The future of public relations will depend not only on how effectively we use new technologies, but also on how clearly we demonstrate the value we bring to the organisations we work with. And that value extends beyond crafting and delivering messages. It lies in understanding people, their expectations and the ways in which business decisions influence trust and reputation.

It is precisely this perspective that makes communication professionals valuable strategic partners, not only when decisions need to be communicated, but also when they are being made.