Cision Unveils "Inside PR 2026": The Definitive Report on PR Trends, AI Adoption, and the Future of Communications

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

HONG KONG, June 21, 2026 /PRNewswire/ -- Following its successful debut at the Hong Kong Cultural Centre in Tsim Sha Tsui, the Harmonious Horse International Exhibition Tour, organised by the DC Charity Foundation and presented by The Hong Kong Jockey Club, has moved to Tamar Park in Admiralty. An official opening ceremony was held on June 19, marking the start of the exhibition's second community stop.

Centred on the equine sculptures created by renowned artist Simon Ma, the exhibition celebrates the profound bond between humans and horses, symbolising The Hong Kong Jockey Club's commitment to journeying hand‑in‑hand with the community. With its striking displays, Tamar Park has quickly become a vibrant new art hotspot for local residents and visitors alike.

The exhibition is one of the flagship events of The Hong Kong Jockey Club's Year of the Horse celebrations. The opening ceremony was graced by distinguished guests, including Rosanna Law, Secretary for Culture, Sports and Tourism of the HKSAR Government; Winfried Engelbrecht‑Bresges, Chief Executive Officer of The Hong Kong Jockey Club; Samantha, Chairperson of Group Activities Advisory Committee of the "Strive and Rise Programme"; and artist Simon Ma. Together, they unveiled the exhibition, witnessing a significant moment where art and community converge.

As the curator of the touring exhibition, Simon Ma has woven the philosophy of "harmony and inclusion" into every facet of the event. He emphasises that art should not remain aloof but should be "a living, breathing, and genuine experience that comes from play and interaction." At the Tamar Park stop, in addition to two towering "Harmonious Horse" sculptures – each over three metres tall – created by Ma himself, the grounds feature multiple horse sculptures co‑created by members of the community. This initiative breaks down the barriers between artist and public, allowing citizens of all ages and backgrounds to experience the warmth and inclusivity of art through creation and appreciation.

This spirit of inclusion extends beyond community co‑creation to a cross‑disciplinary dialogue between culture and technology. Using the horse as a spiritual link, the exhibition brings together the traditional Chinese virtues of perseverance and unity with contemporary multimedia installation art. Notably, from every Friday to Sunday evening, between 8:00 pm and 9:00 pm, the exhibition features a special horse‑themed light projection show. Through innovative projection technology, the static sculptures are brought to life with a sense of motion and power, offering visitors a stunning photo opportunity while vividly demonstrating the unique charm of traditional culture merging with modern technology.

The Harmonious Horse International Exhibition Tour, curated by Simon Ma and fully supported by The Hong Kong Jockey Club, is open to the public free of charge at Tamar Park from today until 28 June 2026. Following the Hong Kong stop, the exhibition will travel to Shenzhen, Guangzhou, Shanghai, and Beijing, continuing its community engagement journey and enabling more citizens to appreciate the fusion of horse culture and contemporary art.

From Tsim Sha Tsui to Admiralty, and soon to cities across the Greater Bay Area and beyond, the Harmonious Horse International Exhibition Tour, is using art as a bridge to actualise the inclusive vision of Simon Ma and the DC Charity Foundation. More than just a visual feast, the exhibition serves as a social practice that unites communities, spreads care and positive energy, and allows the spirit of "inclusion" to take root in every corner of the city.

** This press release is distributed by PR Newswire through automated distribution system, for which the client assumes full responsibility. **

Harmonious Horse International Exhibition Tour Gallops into Tamar Park, Becoming New Community Landmark in Hong Kong