Cision's "Inside PR 2026" Highlights Key PR Trends and AI Integration

Cision Ltd. has unveiled its new report, "Inside PR 2026," examining the ongoing transformation of the public relations industry. The study draws on insights from nearly 600 PR professionals across the U.S. and UK. It reveals how PR teams are navigating resource pressures, media fragmentation, and the integration of AI while striving for measurable impact.

Media fragmentation is a major challenge, with 60% of PR teams citing it as a significant issue. AI is increasingly becoming central to PR workflows, with 91% of professionals using AI in various tasks like idea generation and content refinement. Yet, human skills such as storytelling remain crucial. The report underscores the need for a balance between human insight and technological advancement in defining the future of PR.