PR trends shaping how brands build reputation and drive growth
In 2026, five PR trends are shaping how brands build reputation and drive growth: AI-era discoverability, people-powered influence, integrated PR, outcome-based measurement, and real-world experiences. These are the levers brands can pull to stay findable, credible, and connected in a noisy, AI-driven landscape.
Being findable in the AI era
As AI continues to change how people discover information, it also impacts how brands and products are found and recommended. Brand perception will continue to be increasingly shaped by what AI search results say about you. Now, we’re not only looking at how our client brands are showing up in the media and traditional Google Search, but also how various AI recommends them.
Verde in 2026:
Earned media and owned content are two ways brands can ensure they are discoverable in the AI era. With new reporting and tracking tools in 2026, Verde continues to integrate SEO and AI-focused PR strategies into our client work - making sure our clients are appearing in the right place at the right time in the consumer research journey. We’re also helping brands become more discoverable through their owned channels, including site audits, content strategies, and copywriting services.
Build people-powered influence
Audiences trust real people more than ads and brand sponsored content. Creator content often outperforms brand channels on engagement and conversion. Long-term influencer and ambassador programs have become always-on brand infrastructure, driving awareness, third-party validation, and a steady stream of repurposable content.
Verde in 2026:
Verde works with a strong, active network of content creators to help brands earn credible third-party endorsements, grow their communities and increase overall brand awareness. Through paid ambassador programs, curated creator seedings, in-person events, and UGC campaigns, we help produce shareable content and amplify key brand stories through strategic influencer partnerships.
PR as integrated brand growth
PR delivers additional value when it is integrated into a marketing and content strategy. By rotating in reviews, awards and top hits into newsletters, PDPs, blogs, and social channels you can strengthen brand credibility, and searchability.
Verde in 2026:
Plug earned media into the full marketing ecosystem - email, web, social, retail, and sales - so every key placement reinforces the broader brand story and customer journey. Verde can support this by providing copy, award logos, and monthly hit recaps to help marketing and sales teams seamlessly integrate earned media into the overall marketing strategy.
Upgrade to outcome-based measurement
In today’s crowded consumer landscape, brands are shifting their focus to measuring what truly matters - reputation, sentiment, qualified traffic, leads, and long-term brand health. The most effective PR programs are those that clearly ladder up to a company’s overarching business and brand goals.
Verde in 2026:
We’re partnering with our clients to adopt value-based ROI models that directly connect PR efforts to measurable business outcomes. From aligning strategies and reporting frameworks with brand growth objectives to prioritizing earned media that authentically drives impact, we’re helping brands prove the real value of their storytelling.
Prioritize real-world connection
In-person experiences are a powerful way to build trust, deeper storytelling, and create memorable brand moments. Media, creators, and consumers are all looking for opportunities to step out from behind the computer to connect with people, products, and brands to truly experience what a brand is about and better tell its story.
Verde in 2026:
Verde is expanding its event offerings in 2026 to include two new multi-sport trips designed to connect brands with influential media and creators, generate meaningful content, test gear in real-world conditions, and foster relationships with the teams behind the brands. This expansion builds on our revamped, experience-driven New York City Media Trip and Outdoor Market Alliance Media Events.
