Unhooked Communications：2026年公关行业趋势报告（中译版）（21页）.pdf

1、2026 PR TrendsContents0102 PR is evolving03 The long and winding road to B2B sales05 The digital disconnect07 The private web is growing09AIisdrivingthesearchconversation11 Journalists are drowning in a sea of poor pitches13ESG:Audiencesvalueactions14Measurementandbusinessintegration16 The proof is

2、in the PR18 Who we work with19 SourcesWhile this reinforced the value of credible media exposure,it also introduced new pressures.Journalistsarenowdrowninginafloodofpoor-quality,AI-generatedcontentandevenfakespokespeople.Withshrinkingnewsroomsandfewerjournalistsmanagingever-growinginboxes and worklo

3、ads,it has never been more important for pitches and stories to stand out andforbrandstofocusonbuildingtrustandcredibility.Atthesametime,bothconsumersandB2Bbuyersarechanginghowtheydiscoverbrandsandmakedecisions.Marketingteamsmustensuretheyshowupintherightway,intherightplaces,attherighttime.Addtothat

4、aprice-sensitivemarket,growingsustainabilityexpectations,rapidtechnologicalchange,andglobalpoliticalinstability,andtheresalotformarketerstonavigate.Inamediaanddigitalecosystemthatsmorecrowdedandfastpacedthanever,therole ofPRtobuildtrust,managereputations,shareinformation,anddelivermeasurableresultsh

5、asneverbeenmorevital.Itssomethingwerepassionateabouthereat UnhookedCommunications.Here,weexplorethekeytrendsshapingPRin2026tohelpmarketingteamsgetahead.PR is evolving In 2025,media relations made a strong comeback as marketers recognised the power of trusted,high-quality earned coverage especially a

6、fter studies showed that placements on reputable outlets could influence AI and large language model(LLM)search results.02ClaireClaire Gamble,MD,Unhooked CommunicationsB2B buying is increasingly digital,complex and trust-driven.Researchshowsthat73%ofB2Bbuyersnowprefertobuyonline,while75%wouldswitchs