It’s been coming for years now, but 2026 is truly going to be the year of change within the PR industry.
After spending nearly a decade as a TV news producer and print journalist, and 15+ years running Pace PR, I can share countless anecdotes that support this structural change we’re all feeling.
PRWeek’s PRDecoded: Navigating Uncertainty conference supported these anecdotes with facts, the headline being: public relations has never been more important or more misunderstood. For boutique agencies, this moment presents both risk and enormous opportunity.
I put together these five takeaways boutique agency owners should consider as we navigate through another year of PR:
1. Reputation Is a Boardroom Issue Now
Reputation, trust, and risk are no longer abstract concepts, but rather, a daily reality. CEOs are being evaluated on how they manage narrative, credibility, and stakeholder perception. Solid PR is essential in this process. Agencies must see themselves as more than an external vendor, but rather, a partner that connects communications strategy and thought leadership to business outcomes, such as risk mitigation, valuation protection and leadership credibility. As much as many of us in the earned media space love to sell “coverage” and “placements” – it’s just not enough anymore.
2. Earned Media Is Powering AI, and PR Is Quietly Shaping the Future of Search
As AI platforms increasingly deliver answers without clicks, earned media is becoming a primary source of truth for how brands are represented. Press releases, authoritative coverage, and clear messaging delivered through strategic media relations don’t just inform journalists; they inform algorithms. This fundamentally changes the value of PR. Agencies that understand how earned media influences AI visibility are providing a future-proof service, and it’s fundamentally important that clients recognize this.
3. Measurement Needs Meaning, Not Just Metrics
The days of media impressions as a standalone success metric are over. Measurement must tie back to real objectives: shifts in sentiment, reputation or customer behavior. Wasting time building fancy reports won’t get the job done. Spend more time clearly articulating what worked, why it worked, and what should happen next.
4. Crisis Is No Longer Occasional — It’s Constant
Brands no longer fully control their narratives. Cultural flashpoints, political polarization, and social amplification mean reputational risk is always present. The smartest agencies help clients spot weak signals early, plan for multiple scenarios, and respond with clarity instead of panic – often leveraging high-impact moments like broadcast media placements when visibility and trust matter most
5. Advisors Will Outperform Vendors
Clients need partners who understand their business, challenge assumptions, and provide confident counsel under pressure. Boutique agencies have a clear advantage here: proximity, trust, and the ability to be agile and quick. The agencies that thrive will be the ones comfortable saying, “Here’s the risk, here’s the opportunity, and here’s what I recommend.”
The Bottom Line
PR has never been more relevant, but only agencies willing to evolve will benefit. This is a moment for boutique firms to claim their seat at the table, reframe their value, and lead with clarity in an era defined by uncertainty.
— Annie Pace Scranton