How PR Is Defining Success in 2026

When we define success, we don’t turn to a dictionary – success is shaped by the industry’s challenges, priorities, and opportunities. To understand these shifts, Cision surveyed nearly 600 PR and comms professionals for our Inside PR 2026 Report. 

So, what did we find? The biggest priority for 2026 is brand awareness, the top challenge is resource pressures (doing more with less, tighter budgets, leaner teams), and the biggest opportunity is AI and automation for efficiency and insights. Given these factors, we can’t help but ask: What will define success for teams in 2026?

While the following insights didn’t make it into the final cut of the report, we felt they were too valuable to leave on the cutting room floor. We asked survey respondents to tell us – in their own words – what success looks like for them, given all these moving parts. We won’t give any spoilers but, when analyzing their responses, we noticed a lot of recurring themes and repetition of ideas, signaling  an industry-wide recognition of what will define success for PR specifically. 

Curious to find out what they had to say? Let’s dive in.

1. PR success relies on adaptability

In 2026, PR pros are simultaneously navigating an evolving media ecosystem – with fewer journalists, shifting platforms, and changing audience habits – and doing so under tighter budgets and staffing constraints. It follows, then, that so many industry professionals we surveyed indicated that success today depends on adaptability, smarter resource allocation, and the ability to pivot quickly in response to rapid change. 

When asked what will define success, several respondents used words like “agility,” “adaptability,” and “flexibility,” indicating the need to think differently and act swiftly in today’s climate. At the same time, recurring phrases like “doing more with less” and repeated concerns about “capacity” and “staffing” show the operational pressures teams are working under.

Key takeaway: The fundamentals of PR are being reshaped on multiple fronts.

The fact that the PR landscape is changing demands a fundamental reset in how teams operate. In 2026, success required teams to embrace flexibility and maximize impact with the resources they have at hand. Top teams will be resilient, adaptable, and intentional about the way they work.

2. PR success relies on efficiency

Smaller teams and tighter budgets make it more difficult to keep up with today’s fast-paced news cycle, so for many PR teams, success will depend on tools and processes that boost efficiency. Their responses show that teams are actively looking for ways to work smarter, and offset bandwidth challenges: “AI integration,” “efficiency,” and “leveraging AI” – terms that came up multiple times – count as key success factors. Several highlighted the need for “smarter use of AI” and “building capabilities in AI,” signaling that they understand the generative tools’ role in staying competitive. To further support this, recurring words like “innovation,” “modernization,” and “transformation” reveal their wish to evolve how work gets done.

Key takeaway: Efficiency and innovation must go hand in hand.

The way PR teams work is changing rapidly. Successful teams are applying AI and automation strategically, using it to free up time so they can focus on high-impact work like storytelling and relationship building.

3. PR success relies on technology adoption

PR teams see AI and automation as both a challenge and an opportunity. Teams that invest the time to understand the risks of using these tools and apply them strategically will be better equipped to stay ahead of the curve.

The responses back up this urgency. In several of their responses, PR and comms pros emphasized the need for “complete AI adoption,” “AI-integrated workflow,” “increasing AI usage to our benefit,” and “building capabilities in AI.” Interestingly, some respondents called out specific capabilities like “understanding GEO” and “AEO/GEO (SEO),” showing awareness that the rules of discoverability are changing. 

Key takeaway: Technology adoption is no longer optional.

Use of AI has surpassed the experimental phase. Technology literacy has become a must-have skill for PR pros who want to realize its benefits and stay competitive.

4. PR success relies on agility

As the media landscape evolves and technology accelerates change, PR professionals will need to continuously update their skills – from mastering data-driven storytelling to leveraging AI for media insights and content creation.

PR pros understand the profession is in flux – and their responses reflect that. Words like “adaptability,” “evolution,” and “transformation” appeared frequently in their responses. Some respondents were more specific, mentioning “the ability to adapt to new trends in market and technology;” others emphasized “learning,” “modernization,” and “being fluid,” showing awareness that standing still means falling behind. 

Key takeaway: Agility and upskilling will define the next phase of PR. 

The most successful PR pros in 2026 will be looking to continuously learn. They’ll seek training opportunities, experiment with emerging tools, and stay curious about industry shifts. 

5. PR success relies on strategy

In our survey, respondents emphasized the importance of clarity and intentionality when it comes to success this year. Several respondents used words like “focus” and “strategy,” as well as phrases like “strategic alignment with organization,” “alignment with organizational goals,” and “connecting PR to business goals.”  Terms like “defining priorities,” “targeted strategic planning,” and “consistent planning towards and execution of top three comms objectives,” further indicate the importance of having a strategic approach. Repeated references to “clarity,” “organization,” and “purposeful” work reinforced the need for direction amid chaos.

Key takeaway: Strategic focus is critical amid competing pressures.

Balancing innovation, efficiency, and creativity in 2026 will require clear prioritization. Teams that align their efforts with measurable business and communications goals will be best positioned to thrive despite resource and industry challenges.

6. PR success relies on fostering relationships

There’s no question that technology is reshaping the industry, but our survey respondents made it clear that human connection remains critical to the role of PR. Words like “relationships,” “relationship building,” and “media relationships” appeared frequently among survey responses, with some PR pros being more specific: “quality media relationships” and “prioritize relationships and human connection.” Others mentioned “connection,” “collaboration,” and “engagement.” References to “storytelling,” “communication,” and “community” further reinforce that PR remains fundamentally about people connecting with people – technology just changes how those connections happen.

Key takeaway: Human relationships still anchor PR success.

Even as teams recognize technology adoption as a defining success factor, human connection remains core to effective communication. The most successful PR strategies will balance automation with authentic, personalized outreach. 

7. PR success relies on collaboration

Answers like “closer alignment with marketing and business strategy,” “alignment with organizational goals,” “connecting PR to business goals,” and “strategic alignment with organization” point to a noticeable shift toward comms’ role as a strategic business partner and the need for PR teams to prove bottom-line impact. Many called out specific cross-functional priorities such as “alignment with sales,” “PR supporting demand/lead generation and sales,” and “viewed as a valuable part of business development and growth.” 

References to “collaboration,” “cohesion,” and “synergy” show teams understand that PR can't operate in isolation. Mentions of “demonstrating ROI,” “proving our value to the exec team,” and “business case for PR” further underscore the need to speak the language of leadership and quantify impact.

Key takeaway: Cross-functional collaboration is shaping the future of PR.

This year, successful PR will be the result of working alongside marketing, sales, and leadership to drive shared goals. This means understanding how your work impacts the bigger picture and tracking metrics that matter to the C-suite. Integration is about amplifying PR’s impact.

Final thoughts

While there are several ways to define success, we can’t help but notice an obvious consensus among our survey respondents: PR professionals envision success in 2026 as a balance of innovation and intention – blending AI-driven efficiency with authentic human connection, strategic alignment with creative storytelling, and measurable outcomes with long-term relationship building. 

It is also clear that the fundamentals of PR remain unchanged: The art of storytelling, relationship building, and meaningful impact. But what’s changing is how teams deliver on those fundamentals. In 2026, adaptability isn’t just an advantage – it's the key that opens the doors to PR success.

Want to know what 2026 holds for the PR industry? Download the Inside PR 2026 Report to learn more about the opportunities, tools, and tech PR teams are relying on for success this year.