February 2026

Mohammad Anas Wahaj | 28 feb 2026

Artificial intelligence (AI) is making inroad into both person and professional aspects of human life. Public relations is a field that faces many challenges as AI era brings automated solutions with creative innovation. Stefan Pollack, President of The Pollack Group, says, 'Public relations in 2026 will demand a new operational mindset: one that pairs the precision of data with the intuition of human judgment. The agencies that win will not be the ones that automate the most tasks, but those that cultivate trust velocity, identify falsehoods, clarify context and mobilize accurate information before narratives calcify. Our currency will be verified belief.' Following are his take on various aspects of technology-driven PR - (1) IMPAT OF AI: Automation of tasks such as entry-level production work, monitoring, drafting and clipping; Human expertise will shift to more strategic role to interpret, apply and guide insights at higher level; Move from reactive PR to predictive communication; Hybrid models will evolve with part consultancy, part creative studio, anchored by data-driven foresight and human storytelling. (2) AI'S SUPPORT AND TRANSFORMATION OF PR: It will transform PR into intelligence discipline; Help continuously scan for shifts in public sentiment, spikes in misinformation and opportunity gaps; PR professionals will evolve from message distributors into message designers, architects of context and meaning. (3) VIDEO AND AUDIO CONTENT: Shift from content to experience; Short-form video sparks awareness, long-form video deepens trust and podcasts sustain dialogue; Easy access to creative tools; Authenticity will become the dominant aesthetic. (4) COMBATTING MISINFORMATION AND DISINFORMATION: PR will evolve into constant verification mode; Brands will build 'truth supply chains'; Integration of communications, legal and data teams to perform reality checks and seek proofs. (5) THOUGHT LEADERSHIP: Earn attention through precision and proof; Leaders will become editors-in-chiefs than mere spokespersons; Harness internal voices; Emphasize human element. (6) IN-PERSON EVENTS: Building real human connections will happen more; Events will blend intimacy and impact; Smaller, more curated, high-intent gatherings focused on collaboration and creativity. Read on...

O'Dwyer's PR News: The Biggest Challenge for Public Relations in 2026
Author: Stefan Pollack

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