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New research reveals how PR teams are adapting to resource pressures, media fragmentation, and the accelerating shift toward AI and measurable impact.
CHICAGO, Jan. 6, 2026 /PRNewswire/ -- Cision, a global leader in consumer and media intelligence, today released Inside PR 2026: Trends, Challenges, and What's Next, a landmark study examining how PR teams are responding to one of the most transformative periods the industry has seen in decades. Drawing on insights from nearly 600 PR professionals across the U.S. and UK, the report highlights a profession balancing tradition and transformation: Creativity and storytelling remain foundational, even as agility, AI fluency, and clear business impact increasingly define success.
An Industry in Transition — and an Agility Gap Slowing Progress
The report reveals a profession operating under sustained pressure. Sixty percent of PR teams cite the rapidly shifting media landscape as their biggest challenge, and 58% point to resource pressure. Agency teams feel this pressure more acutely than their counterparts on in-house teams, with 71% reporting media fragmentation as a major hurdle, underscoring how journalist behavior and formats continue to evolve.
These pressures directly shape how agile teams feel they can be. While one in three executives describes their organization as "extremely agile," only 14% of employees agree. Structural barriers such as team size and organizational design (63%), along with slow approvals (53%), are the biggest factors holding teams back.
Taken together, the findings point to a profession not short on ambition, but constrained by infrastructure. The opportunity for 2026 is clear: Agility requires investment, process simplification, and better access to real-time insights, not just intent.
What Matters Most in 2026: Awareness, ROI, and Revenue
Brand awareness remains PR's guiding priority, cited by 36% of respondents. But the data shows a clear shift toward measurable commercial outcomes at the senior level. Executives (32%) and agencies (33%) are far more focused on revenue and ROI, while in-house teams and non-executives still lean heavily toward brand awareness, with around 40% naming it as their top priority.
Taken together, the findings point to a widening alignment gap, with senior leaders pushing for measurable results and frontline teams remaining anchored in brand-building.
AI Moves to the Center of PR Workflows
One of the strongest trends highlighted in Inside PR 2026 is the rapid integration of AI across PR activities. Ninety-one percent of professionals report using generative AI as part of their workflow, with 73% applying it to idea generation and 68% using it for writing and content refinement. AI is also reshaping data gathering and analysis, with 40% using AI-driven media monitoring and nearly a third relying on AI-powered reporting tools.
Yet the data makes one thing clear: Despite AI's growing presence in PR, the human elements remain at the core of the profession. Storytelling was cited as the most in-demand skill for 2026 (59%), followed by media relations, strategic planning, and the ability to interpret data to guide decision-making – skills that ultimately rely on human interpretation, context, and strategic discretion.
The New PR Playbook: Creativity, Intelligence, and Technology Working Together
The evolution of PR is increasingly defined by the blend of craft and capability. Media monitoring remains the most relied-on tool for teams, supporting a more analytical approach to narrative management. Meanwhile, the skill sets PR teams value are becoming more multidisciplinary — combining creative storytelling with data literacy, strategic agility, and cross-functional collaboration.
Taken together, these changes point toward a more adaptive, insight-led, and AI-enabled model of communications.
"Inside PR 2026 shows a profession undergoing a profound evolution," said Guy Abramo, CEO of Cision. "PR teams are being challenged to move faster, prove impact, and integrate AI responsibly — while continuing to deliver the creativity and narrative craftsmanship that make communications meaningful. The teams that can blend human insight with intelligent automation will be the ones who define the next era of PR."
Download the Full Report
The full Inside PR 2026 report, including deeper insights, role-level analysis, and practical recommendations for PR teams, is available now.
Download Inside PR 2026
About Cision
Cision is the global leader in consumer and media intelligence, engagement, and communication solutions. We equip PR and corporate communications, marketing, and social media professionals with the tools they need to excel in today's data driven world. Our deep expertise, exclusive data partnerships, and award-winning products, including CisionOne, Brandwatch, and PR Newswire, enable over 75,000 companies and organizations, including 84% of the Fortune 500, to see and be seen, understand and be understood by the audiences that matter most to them.
Media Contact:
Cision Public Relations
CisionPR@cision.com
New research reveals how PR teams are adapting to resource pressures, media fragmentation, and the accelerating shift toward AI and measurable impact.
CHICAGO, Jan. 6, 2026 /PRNewswire/ -- Cision, a global leader in consumer and media intelligence, today released Inside PR 2026: Trends, Challenges, and What's Next, a landmark study examining how PR teams are responding to one of the most transformative periods the industry has seen in decades. Drawing on insights from nearly 600 PR professionals across the U.S. and UK, the report highlights a profession balancing tradition and transformation: Creativity and storytelling remain foundational, even as agility, AI fluency, and clear business impact increasingly define success.
An Industry in Transition — and an Agility Gap Slowing Progress
The report reveals a profession operating under sustained pressure. Sixty percent of PR teams cite the rapidly shifting media landscape as their biggest challenge, and 58% point to resource pressure. Agency teams feel this pressure more acutely than their counterparts on in-house teams, with 71% reporting media fragmentation as a major hurdle, underscoring how journalist behavior and formats continue to evolve.
These pressures directly shape how agile teams feel they can be. While one in three executives describes their organization as "extremely agile," only 14% of employees agree. Structural barriers such as team size and organizational design (63%), along with slow approvals (53%), are the biggest factors holding teams back.
Taken together, the findings point to a profession not short on ambition, but constrained by infrastructure. The opportunity for 2026 is clear: Agility requires investment, process simplification, and better access to real-time insights, not just intent.
What Matters Most in 2026: Awareness, ROI, and Revenue
Brand awareness remains PR's guiding priority, cited by 36% of respondents. But the data shows a clear shift toward measurable commercial outcomes at the senior level. Executives (32%) and agencies (33%) are far more focused on revenue and ROI, while in-house teams and non-executives still lean heavily toward brand awareness, with around 40% naming it as their top priority.
Taken together, the findings point to a widening alignment gap, with senior leaders pushing for measurable results and frontline teams remaining anchored in brand-building.
AI Moves to the Center of PR Workflows
One of the strongest trends highlighted in Inside PR 2026 is the rapid integration of AI across PR activities. Ninety-one percent of professionals report using generative AI as part of their workflow, with 73% applying it to idea generation and 68% using it for writing and content refinement. AI is also reshaping data gathering and analysis, with 40% using AI-driven media monitoring and nearly a third relying on AI-powered reporting tools.
Yet the data makes one thing clear: Despite AI's growing presence in PR, the human elements remain at the core of the profession. Storytelling was cited as the most in-demand skill for 2026 (59%), followed by media relations, strategic planning, and the ability to interpret data to guide decision-making – skills that ultimately rely on human interpretation, context, and strategic discretion.
The New PR Playbook: Creativity, Intelligence, and Technology Working Together
The evolution of PR is increasingly defined by the blend of craft and capability. Media monitoring remains the most relied-on tool for teams, supporting a more analytical approach to narrative management. Meanwhile, the skill sets PR teams value are becoming more multidisciplinary — combining creative storytelling with data literacy, strategic agility, and cross-functional collaboration.
Taken together, these changes point toward a more adaptive, insight-led, and AI-enabled model of communications.
"Inside PR 2026 shows a profession undergoing a profound evolution," said Guy Abramo, CEO of Cision. "PR teams are being challenged to move faster, prove impact, and integrate AI responsibly — while continuing to deliver the creativity and narrative craftsmanship that make communications meaningful. The teams that can blend human insight with intelligent automation will be the ones who define the next era of PR."
Download the Full Report
The full Inside PR 2026 report, including deeper insights, role-level analysis, and practical recommendations for PR teams, is available now.
Download Inside PR 2026
About Cision
Cision is the global leader in consumer and media intelligence, engagement, and communication solutions. We equip PR and corporate communications, marketing, and social media professionals with the tools they need to excel in today's data driven world. Our deep expertise, exclusive data partnerships, and award-winning products, including CisionOne, Brandwatch, and PR Newswire, enable over 75,000 companies and organizations, including 84% of the Fortune 500, to see and be seen, understand and be understood by the audiences that matter most to them.
Media Contact:
Cision Public Relations
CisionPR@cision.com
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
Cision Unveils "Inside PR 2026": The Definitive Report on PR Trends, AI Adoption, and the Future of Communications
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ATLANTA, April 3, 2026 /PRNewswire/ -- Precision Aviation Group (PAG), a leading global provider of aftermarket aviation and aerospace services, today announced that EFIX and PAG Australia have been added to the Safran Electrical & Power Authorized Repair Center (ARC) Network, further expanding PAG's global OEM authorized repair capabilities.
With the addition of EFIX and PAG Australia, PAG now operates five Authorized Repair Centers within the Safran Electrical & Power ARC Network for its DC Generators and GCU, reinforcing the company's commitment to providing high-quality, OEM-approved MRO support across key global regions.
The five PAG companies authorized within the Safran Electrical & Power ARC Network include:
- Precision Aviation Group (PAG) – Atlanta, Georgia, USA
- PAI Canada – British Columbia, Canada
- Tuner Aviation – Glasgow, Scotland
- EFIX – Brazil
- PAI Australia – Queensland, Australia
"This expansion reflects the continued investment we're making across our Component Services organization to meet OEM standards while supporting customers where they operate," said Jordan Webber, Vice President of Component Services at Precision Aviation Group. "Adding EFIX and PAG Australia to the Safran Electrical & Power ARC Network allows us to extend trusted, authorized repair and distribution capabilities into new regions while maintaining the quality, consistency, and reliability our customers expect."
Safran Electrical & Power is a global leader in aircraft electrical systems, and its Authorized Repair Center Network is designed to ensure consistent standards of quality, compliance, and performance across approved service providers.
The inclusion of EFIX and PAG Australia enables PAG to offer expanded regional coverage in South America and the Asia-Pacific region, reducing turnaround times while maintaining the highest standards of safety and reliability.
About Precision Aviation Group (PAG)
Precision Aviation Group (PAG) is a leading provider of maintenance, repair, and overhaul (MRO) and value-added supply chain services to the aerospace and defense industries. With 26 Repair Stations, 28 locations worldwide, 1,280 employees, and over 1.2 million square feet of production and distribution facilities, PAG offers comprehensive MRO services on more than 200,000 product lines. PAG supports operators in the Airline, Business and General Aviation (BGA), Military, and Rotary Wing markets through its Inventory Supported Maintenance, Repair, and Overhaul (ISMRO®) business model.
www.precisionaviationgroup.com
About Safran
Safran is an international high-technology group, operating in the aviation (propulsion, equipment and interiors), defense and space markets. Its core purpose is to contribute to a safer, more sustainable world, where air transport is more environmentally friendly, comfortable and accessible. Safran has a global presence, with 100,000 employees and sales of 27.3 billion euros in 2024, and holds, alone or in partnership, world or regional leadership positions in its core markets. Safran is listed on the Euronext Paris stock exchange and is part of the CAC 40 and Euro Stoxx 50 indices.
Safran Electrical & Power is one of the world's leaders in aircraft electrical systems. The company is a key player in equipment electrification and in the electric and hybrid propulsion sector. It has more than 15,500 employees across 13 different countries.
For more information: www.safran-group.com
Photo - https://mma.prnasia.com/media2/2949133/Precision_Aviation_Group__PAG_employee_holds_an_aircraft_part.jpg?p=medium600
Logo - https://mma.prnasia.com/media2/1515200/Precision_Aviation_Group_Logo.jpg?p=medium600
ATLANTA, April 3, 2026 /PRNewswire/ -- Precision Aviation Group (PAG), a leading global provider of aftermarket aviation and aerospace services, today announced that EFIX and PAG Australia have been added to the Safran Electrical & Power Authorized Repair Center (ARC) Network, further expanding PAG's global OEM authorized repair capabilities.
With the addition of EFIX and PAG Australia, PAG now operates five Authorized Repair Centers within the Safran Electrical & Power ARC Network for its DC Generators and GCU, reinforcing the company's commitment to providing high-quality, OEM-approved MRO support across key global regions.
The five PAG companies authorized within the Safran Electrical & Power ARC Network include:
- Precision Aviation Group (PAG) – Atlanta, Georgia, USA
- PAI Canada – British Columbia, Canada
- Tuner Aviation – Glasgow, Scotland
- EFIX – Brazil
- PAI Australia – Queensland, Australia
"This expansion reflects the continued investment we're making across our Component Services organization to meet OEM standards while supporting customers where they operate," said Jordan Webber, Vice President of Component Services at Precision Aviation Group. "Adding EFIX and PAG Australia to the Safran Electrical & Power ARC Network allows us to extend trusted, authorized repair and distribution capabilities into new regions while maintaining the quality, consistency, and reliability our customers expect."
Safran Electrical & Power is a global leader in aircraft electrical systems, and its Authorized Repair Center Network is designed to ensure consistent standards of quality, compliance, and performance across approved service providers.
The inclusion of EFIX and PAG Australia enables PAG to offer expanded regional coverage in South America and the Asia-Pacific region, reducing turnaround times while maintaining the highest standards of safety and reliability.
About Precision Aviation Group (PAG)
Precision Aviation Group (PAG) is a leading provider of maintenance, repair, and overhaul (MRO) and value-added supply chain services to the aerospace and defense industries. With 26 Repair Stations, 28 locations worldwide, 1,280 employees, and over 1.2 million square feet of production and distribution facilities, PAG offers comprehensive MRO services on more than 200,000 product lines. PAG supports operators in the Airline, Business and General Aviation (BGA), Military, and Rotary Wing markets through its Inventory Supported Maintenance, Repair, and Overhaul (ISMRO®) business model.
www.precisionaviationgroup.com
About Safran
Safran is an international high-technology group, operating in the aviation (propulsion, equipment and interiors), defense and space markets. Its core purpose is to contribute to a safer, more sustainable world, where air transport is more environmentally friendly, comfortable and accessible. Safran has a global presence, with 100,000 employees and sales of 27.3 billion euros in 2024, and holds, alone or in partnership, world or regional leadership positions in its core markets. Safran is listed on the Euronext Paris stock exchange and is part of the CAC 40 and Euro Stoxx 50 indices.
Safran Electrical & Power is one of the world's leaders in aircraft electrical systems. The company is a key player in equipment electrification and in the electric and hybrid propulsion sector. It has more than 15,500 employees across 13 different countries.
For more information: www.safran-group.com
Photo - https://mma.prnasia.com/media2/2949133/Precision_Aviation_Group__PAG_employee_holds_an_aircraft_part.jpg?p=medium600
Logo - https://mma.prnasia.com/media2/1515200/Precision_Aviation_Group_Logo.jpg?p=medium600
** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **
Precision Aviation Group Expands Safran Electrical & Power Authorized Repair Center Network to Five Global Facilities
