PR has always evolved, but the pace and nature of change in 2026 feel materially different. Media fragmentation continues to accelerate, budgets remain under pressure, and expectations from senior leadership are rising. Together, these forces are redefining what success looks like for communications teams and agencies alike.

New findings from Cision’s Inside PR 2026 report show a profession at a turning point. Creativity and storytelling remain foundational, but they are no longer enough on their own. Agility, intelligent use of technology and a clearer line of sight to impact are quickly becoming non-negotiable. For PR leaders, the challenge now is not simply recognising these shifts, but responding to them with intent and urgency.

Agility starts with the right structure

Agility is often described as a mindset, but the data suggests it is more often a structural issue. While one in three executives describe their organisation as “extremely agile”, only 14% of employees agree. That disconnect should be a red flag for anyone leading a modern communications function.

According to our report, 60% of PR professionals cite the rapidly changing media landscape as their biggest challenge, while 58% point to ongoing resource pressure. Among managers closest to delivery, that figure rises to 67%. Agencies are feeling this particularly acutely, with 71% identifying media fragmentation as a major obstacle.

The issue is not a lack of ambition. Structural barriers, such as team size and organisational design (63%), combined with slow approval processes (53%), are what most often prevent teams from moving at speed. Even when opportunities and risks are clearly understood, execution can stall.

For leaders, the message is clear. Agility doesn’t come from telling teams to ‘move faster’. It comes from removing friction, simplifying decision-making and giving teams access to real-time insight so they can act with confidence.

AI is now embedded in everyday PR work

AI has moved well beyond experimentation in PR and is now part of daily workflows. Our research shows that 91% of professionals use generative AI in some form, most commonly for idea generation (72%) and writing or refining content (67%). AI is also playing a growing role in insight and evaluation, with 40% using AI-driven media monitoring and nearly a third relying on AI-powered reporting.

What’s notable, and reassuring, is what hasn’t changed. Storytelling remains the most in-demand skill for 2026, cited by 59% of respondents, ahead of media relations and strategic planning. AI is not replacing the craft of PR; it is supporting it.

For leaders, the real question is no longer whether teams should use AI, but how effectively it is embedded into workflows. When AI is treated as a standalone tool, the benefits are limited. The greatest gains come when it is integrated end-to-end, from monitoring and analysis through to reporting, with clear human oversight. That is what allows teams to work smarter under pressure, not simply faster.

Impact is becoming the defining measure of success

Brand awareness remains the top priority for PR teams, cited by 36% of respondents. But Inside PR 2026 also reveals a shift at the top. Executive leaders (32%) and agencies (33%) are placing greater emphasis on revenue and ROI than in-house teams, reflecting growing expectations for PR to demonstrate tangible business value.

This doesn’t mean abandoning reputation-building or storytelling. It does, however, mean that measurement must mature. Media monitoring remains widely used, but its role is changing, from counting coverage to informing decisions, shaping strategy and demonstrating influence.

As PR becomes more data-informed and technology-enabled, the leaders who succeed will be those who can connect narrative to outcomes, insight to action, and communications activity to commercial priorities. Increasingly, this means understanding not only what is being said, but what audiences are actively seeking, and how intent is shifting in real time.

Creativity will always matter, but agility, intelligent use of AI and meaningful impact will define the next era of leadership in communications. In 2026, PR’s influence will depend less on how visible it is, and more on how clearly it can show its value — through insight, intent and impact.