What a year of big changes. Every industry experienced massive shifts. The perception of AI went from hesitation to increased adoption overnight. We rebranded our company in the middle of it all and expanded our services. 2025 has kept us on our toes.
As we close out the year, one thing is clear: earned media is harder to secure than ever before. But what remains is the importance of great storytelling. Newsrooms are smaller, reporter workloads are heavier, and traditional outreach alone won’t get companies the visibility they expect. So what should teams change when evaluating PR and comms plans for the year ahead?
- Expand how you think about “media.” Substacks and independent newsletters have become legitimate earned channels. Add them to your media lists. If you need inspiration, follow Meredith Klein of Meredith & the Media for a window into how reporters are working today.
- Activate your executives and employees as LinkedIn brand advocates. With social platforms driving more discovery than ever, your internal voices can often create more reach than a single placement.
- Create content for both humans and machines. We structure and write press releases differently depending on the audience we need to reach. Are you writing for a journalist or to boost AI search results? PR teams that adapt here will see meaningful visibility lifts.
- Continue to build reporter and creator relationships. One pitch won’t do it. Cultivate trust and relevance with the people who influence your audience. Those relationships compound over time. Oftentimes, the results aren’t immediate, but they are meaningful.
- Invest in integrated communications. The strongest programs pair earned media with owned content, social storytelling, and consistent amplification. As you plan for 2026, it’s less about pitching harder and more about evolving how you show up across every channel.
What else is on your mind for 2026 planning? Reach out to hello@kitehillpr.com to discuss the 2026 comms trends that we’re baking into our client campaigns now. If your team needs support building an integrated communications strategy for the year ahead, we’re here to help.
– Tiffany Guarnaccia
CEO & Founder