We are now six months into 2026. A great time to take stock. Although good PR still revolves around a strong story and the right journalist, the way companies achieve publicity is changing rapidly.
From the rise of AI search engines to personal pitches and smarter news angles, PR is becoming increasingly technological. At the same time, the past months have again shown that human relevance, timing, and trust cannot be automated.
Three trends defining the PR landscape
Quality beats quantity. Sending a press release to hundreds of journalists may sound impressive, but a large press list is no guarantee for publications. Our own campaign analysis (from December, but still) showed that the quality of a press release correlates more strongly with the number of publications than the number of recipients. We saw this broader trend in the PR world over the past half year:
Journalists expect messages that truly align with their topic and audience.
Personal pitches receive more attention than generic mailings.
Local and specialized media can be more valuable than a national title when their audience is a better fit.
PR becomes more important for AI visibility. ChatGPT, Gemini, and other AI search engines are increasingly giving users direct answers, without them having to look at ten search results first. Independent publications, expert quotes, and mentions in trusted media play an important role in this. Earned media is therefore not only good for your reputation but also for how AI systems understand and present your organization.
Timeliness is becoming more plan-able. Good hooks may sometimes seem to arise spontaneously, but usually, preparation is behind them. Companies that follow market developments, holidays (like King's Day), and anniversaries can react more quickly when a relevant moment arises. PR is thus shifting from sending occasional press releases to an ongoing editorial approach.
A look back on our own half of the year
Within Presscloud, development did not stand still either. At the beginning of the year, we integrated all parts of the platform: from AI-supported writing and relevant press lists to Personalized Pitches, media monitoring, and the Newsroom.
In the first half of 2026, several improvements were added:
The personal Newsfeed: A PR agenda with relevant hooks, market trends, company news, and anniversaries for every organization.
An improved import for personal contacts: Users are guided step by step and receive clearer error messages.
Generating images with press releases: So campaigns can also be visually stronger presented.
More accurate campaign statistics: Automatic opens by email servers are better filtered from the results.
Our users, meanwhile, again proved that successful PR can take various forms. Overstappen.nl achieved publications with a series of data-driven press releases in outlets like NU.nl, De Telegraaf, and LINDA. Cinema Culinair combined national, regional, and trade media and sold out the first Groningen edition three weeks before commencement.
We also organized the first PR Audience Award. It became clear that effective PR is appreciated not only by professional juries. Numerous votes went to campaigns that managed to inform, surprise, or activate the public. Eventually, Sunny Cars won the Golden Feather and Stage Magic the Crazy Goat 2025.
Opportunities for the second half of 2026
In the next six months, there will be many opportunities for organizations that approach PR structurally. This does not mean you have to send a press release every week. It does mean that you are prepared when the right moment arises. Focus on:
Own data and expertise. Research, customer insights, and market data provide journalists with concrete information and help you build a thought leadership position.
Smaller, more relevant press lists. Select journalists based on topic, recent publications, and audience, not just the reach of their medium.
An ongoing PR agenda. Pre-determine product launches, research, events, and seasonal moments, but leave room to engage with the current news. The Newsfeed can be very helpful here!
Long-term visibility. One publication is great, but consistent earned media builds recognition among journalists, audiences, and AI search engines.
Human oversight of AI. Use technology to write, select, and analyze faster, but always have a human make the final decision.
The first half of 2026 thus confirms a familiar PR lesson: success rarely comes from shouting louder. It comes from saying something relevant at the right time to the people who actually want to hear it.
With Presscloud, we help organizations recognize those moments, develop their stories effectively, and make the results insightful. On to an equally newsworthy second half of the year!
