From AI’s continued evolution to the rise of new media, here is what is shaping the PR conversation this quarter and where the smartest communicators are placing their focus.
Q1 moved fast, and that momentum is not tapering off. It is accelerating. Here are the trends we are seeing as we head into Q2.
Q1 Recap: The Trends That Dominated
Two themes defined Q1 and set the tone for the rest of the year.
- AI moved from talking points to business requirements. Brands that had not integrated AI into their content, media strategy, or measurement workflows found themselves behind, and the question shifted from “Should we use AI?” to “How fast can we scale it?”
- Authentic storytelling emerged as a true competitive differentiator. Brands that led with specific, honest narratives cut through the noise. The Wall Street Journal reported that the share of U.S. LinkedIn job postings including the term “storyteller” doubled in a single year.
Together, these two forces are shaping everything that comes next.
What’s Driving Q2
More AI, With Higher Standards
The AI conversation is maturing. Deploying AI tools is no longer enough. Brands are now held to a higher standard around how they communicate about AI, with transparency, accuracy, and accountability at the center. In Q2, expect governance, ethics, and creative applications to dominate the narrative.
The Expansion of New Media
Substacks, newsletters, and podcasts have moved from the margins to the center of many media strategies. Niche audiences with high trust are worth more than broad audiences with low attention. Brands that show up consistently in these spaces are seeing stronger engagement compared to a single placement in a legacy outlet. We will see more investment in new media.
The Value of LinkedIn for Executives
LinkedIn is the most effective B2B communications channel for reaching decision-makers. Individual executive voices that are consistent, direct, and willing to take a position build brand credibility in ways that company pages simply cannot. Executive visibility on LinkedIn has shifted from a bonus to a core communications priority.
The AEO and GEO Shift: Content Built for Humans and Machines
Answer Engine Optimization (AEO) is moving into the mainstream. As AI-powered search tools like ChatGPT, Perplexity, and Gemini reshape how people find information, brands are rethinking content strategy from the ground up, structuring it to earn placement in AI-surfaced answers, not just traditional search results. Generative Engine Optimization (GEO) goes one step further: getting your content cited inside AI-generated responses, not just surfaced by them. In 2026, content must be strategically, structurally, and credibly developed from the outset to effectively serve both the human audience and the synthesizing model.
At Kite Hill, we’re already helping clients act on each of these trends. Let’s talk about what Q2 looks like for your brand.
By Maddy Walsh, Account Manager