5 New Year's Resolutions for PR Pros to Make in 2026

As PR professionals look ahead to 2026, many are rethinking what success will look like in a year defined by transformation. Insights from more than 500 communicators in our soon-to-be released Inside PR 2026 Report show an industry ready to evolve – embracing technology, redefining measurement, and balancing innovation with human connection.

According to our research, nearly six in ten PR professionals (59%) say the changing media landscape is their top challenge, and 58% cite resource pressures. Yet those same pressures are also pushing teams to innovate and evolve how they work.

For PR teams that want their brands and organizations to truly stand out in 2026, they won’t just need new tactics, but elevated strategies that require a balance of human talent and innovative technology. The good news? It’s all within reach, but it requires commitment and dedication from the top down.

With that in mind, here are five New Year’s resolutions for every communicator to embrace in 2026 – and the steps required to see them through.

Resolution #1: Embrace Change and Build Agility Into Everything You Do

The media landscape and audience behaviors are shifting faster than ever. The most successful PR teams will be the ones who can learn, adjust, and iterate quickly. Yet according to our findings, only 56% of PR professionals describe their teams as “very” or “extremely” agile — and executives overestimate agility at twice the rate of their staffs (33% versus 14%). This gap shows that while agility is a top goal, structural barriers like team size, data access, and slow decision-making still hold many back. PR teams who resolve to identify and break down those barriers to agility will find themselves better positioned for success in 2026 – and beyond.

Resolution #2: Take Advantage of AI’s Opportunities 

Artificial intelligence and data literacy are quickly becoming core skill sets. According to our research, PR teams anticipate their biggest challenge in 2026 will be to work with leaner teams and tighter budgets. PR professionals at all levels who resolve to prioritize efficiency and find creative ways to “do more with less” in 2026 will find themselves with more time and energy to focus on relationship building and high value storytelling. It follows then that PR professionals cited “AI and automation” as one of the biggest areas of opportunity for the industry. And with 91% of PR pros already using generative AI and industry change accelerating, PR teams need to adapt quickly and thoughtfully. 

Resolution #3: Strengthen Human Relationships

Even as 47% of PR pros say AI and automation are their biggest opportunity for 2026, 40% still point to “strengthening journalist and creator relationships” as a top focus. Relationships remain the beating heart of PR - and they can’t be automated. PR teams that resolve to invest even more time and energy in building relationships with those who can help increase brand awareness (the number one goal for brand for 2026, according to our research) will reap the greatest benefits.

Resolution #4: Build Strategy Into Your Storytelling 

Storytelling and content creation are the most in-demand PR skill for 2026, but today’s environment requires more than compelling narratives – it demands insight-driven, multimedia-rich content that resonates with audiences and supports business goals. In fact, data is now embedded into every high-performing PR function, and nearly half (49%) of PR professionals say measurement and ROI are top priorities for 2026, and a third call strategic planning a critical skill for the profession. With rising expectations to prove impact and craft data-informed stories and strategies that move the needle, knowing how to interpret metrics, analyze sentiment, and measure impact is increasingly expected across roles.

Resolution #5: Prove ROI and Connect PR to the Bottom Line

For PR teams, driving sales and revenue will be the second highest priority in 2026, cited by 26% of all survey respondents – for executives, it will be the highest priority overall. Additionally, when asked what words or phrases will define success in the next year, “measurement,” “ROI,” and “impact" emerged as some of the most repeated phrases. These findings highlight the importance teams are placing on PR’s contribution to business success. 

The PR 2026 Action Plan: How to Put These New Year's Resolutions Into Practice

Ignore the commonly cited statistic that most people give up on resolutions by February. Set yourself up to see your New Year’s resolutions through – whatever your role, wherever you fall in the organization, by applying the following strategies:

PR leaders: Help your teams thrive in the new year by closing the gap between strategic vision and day-to-day operations by providing the necessary resources and alignment.

• Close the strategy-to-execution gap: Align strategic vision with day-to-day operations and solicit feedback from frontline teams regularly to understand what’s helping (or hindering) their agility. Foster collaboration across the organization to ensure alignment with other teams and remove the obstacles that slow teams down.
• Invest in skill development and data literacy: Equip your teams with advanced tools for real-time insights and ensure corresponding learning and development opportunities are in place to build the data literacy needed to drive strategic value from that technology.
• Lead AI adoption with intention: Identify where automation and generative tools can increase efficiency while maintaining brand authenticity and oversight.

PR specialists: Your success relies on mastering core skills, leveraging new tools, and serving as the "eyes and ears" on the front lines.

• Master your craft (and your tools): Continue refining storytelling, writing, and relationship-building skills (the two most in-demand skills) while leveraging AI and data to work smarter. Dedicate time and effort to mastering media monitoring and social listening tools to find emerging trends and opportunities early.
• Build your data analytics muscle: Use the insights derived from media monitoring and social listening tools to guide strategies, inform campaigns, and strengthen storytelling. Bring these data-informed learnings and ideas to the table with leadership to prove yourself as a strategic partner and indispensable asset to the team – these skills will prove valuable far beyond 2026.
• Build authentic connections: Relationships – with journalists, influencers, audiences, and across the organization – remain an essential component of PR. Even as you hone your technology know-how, don't forget to keep investing in the human relationships that drive PR success.

The Bottom Line

The opportunities for PR – to grow, to innovate, to truly transform – abound in 2026. Taking advantage of those opportunities will require more than just new tactics, but a fundamental mindset shift. Success will belong to the PR professionals who view agility, AI, and ROI as integrated pillars of strategy, not separate challenges. Teams who blend the efficiency of data with the effectiveness of authentic human relationships won’t just keep pace with the industry – they'll lead it.

Are you ready to work smarter, measure better, and drive measurable business success this year? Find out how CisionOne can help you meet these New Year’s resolutions and raise the bar for what success looks like in 2026. Speak to an expert.