PR & Comms Strategy: Key trends shaping the year ahead
What leaders need to know about the year ahead
We’re only a week into 2026, but you can already feel the shift.
After a Christmas break full of reflection (and, let’s be honest, mild existential career panic for many of us), January is when the real momentum starts.
Everyone’s back online, briefs are landing and hiring conversations are already happening. From my seat in PR & Comms recruitment, here’s what I think is going to define the year ahead:
Boutique isn’t “small” - it’s smart.
Post-mergers and restructuring across the big networks, clients are rethinking what “scale” really means. The brands making the smartest comms decisions right now are moving towards agile, senior led teams who can pivot quickly and deliver with substance - not layers of sign-off. Smaller, strategic agencies are where the action (and innovation) is.
Depth is the new differentiator.
In 2026, “jack of all trades” messaging isn’t cutting through. The best PR pros I’m placing right now are ones who go deep - in category, in story, in audience. Whether that’s purpose driven comms, sustainability, consumer culture, or corporate reputation, owning your niche is what gets you noticed.
Reputation management is back in the spotlight.
As consumers (and journalists) get savvier, brand trust is everything again. Think fewer flashy campaigns, more substance and accountability. Crisis, corporate, and reputation management talent are in serious demand and I don’t see that slowing anytime soon.
Strategists are the new stars.
Everyone wants people who can think as well as deliver. Those who can translate insight into influence - blending creative with commercial thinking will be leading the conversations this year.
All this to say - it’s already busy out there.
Agencies and in-house teams are building their 2026 roadmaps now, not later. So if you’re thinking about what’s next for you, this is the best possible time to have the conversation.
Whether you’re looking to make a move, grow your team, or just want some insight into what’s happening across the industry, drop me a message and I’d love to chat.
Here’s to a year of smart moves, brave ideas and the return of real PR.
