Five Media Trends to Watch in 2026
The media world never stops moving. Each year brings fresh tools, shifting newsroom priorities and new ways audiences discover stories. In PR, adaptation isn’t a one-time skill; it’s an ongoing practice. Communicators must continue adjusting to the landscape and refining how they connect.
At Peritus, we see these changes not as hurdles but as opportunities to build stronger relationships and more impactful narratives. Here are five trends we believe will shape how stories are told — and heard — in the year ahead.
1. Earned Media Is Back on the Throne
Earned media is back on the throne. In the AI era, search results are increasingly generated, summarized and filtered by LLMs, and those tools rely heavily on credible, journalistic sources. Translation: earned media is king, and high-quality content is queen. (Source: Fast Co.)
2. Your Content Must Be “AI-Citable”
Google’s AI Overviews and tools like ChatGPT aren’t linking out the way traditional search did. They’re pulling from high-authority, well-structured content. If your owned content isn’t clear, scannable and data-forward, it risks invisibility. (Source: Fast Co.)
3. Visual Storytelling Still Wins
Short-form videos, strong photography and clean infographics remain newsroom favorites. The test is simple: would this stop someone mid-scroll? If not, it’s time to rethink the visuals. In 2026, compelling imagery is still one of the fastest ways to open newsroom doors and capture audience attention. (Source: Cision)
4. Local Relevance Beats Broad Messaging
We don’t foresee this 2025 trend going anywhere anytime soon. Even national outlets want specificity and community impact. “For everyone” rarely performs as well as “for these people right here.” (Source: Cision)
5. Owned + Earned Must Work Together
In 2026, PR isn’t either/or. Your earned media builds credibility; your owned content feeds the algorithms that summarize it. Integrated strategies aren’t a trend. They’re the baseline.
It’s the PR version of PB&Js. Good alone, better together. (Source: Fast Co.)
OUR PUBLISHED BY PERITUS TAKEAWAY is this…
Success in 2026 will come from meeting journalists where they are and understanding how their work is shifting. Earned media may be back on the throne, but it reaches its full potential only when paired with owned content that is AI-ready, visually compelling and locally relevant.
The core message across all five trends is clear: strong stories grow out of strong relationships. Communicators who adapt with clarity will not just secure coverage. They’ll build credibility that lasts.