HMC’s five key PR trends for 2026

HMC’s trends at a glance:

• Earned media is regaining importance
• AI is emerging as a priority audience
• Real, human-centred storytelling will be a defining theme
• Misinformation is set to rise – especially with in an election year in Aotearoa
• Genuine thought leadership is set to steer the narrative

Kiwi PR agency HMC has predicted the five major trends that will define how organisations communicate and manage reputation this year.

“2026 will be a year where smart, strategic communication becomes even more critical,” says HMC’s founder and director Heather Claycomb. “From AI-driven search to the rise of genuine thought leadership, businesses that adapt quickly will be the ones to grab the competitive edge.”

Trusted sources

While newsrooms continue to shrink, earned media is rebuilding importance. Generative AI tools increasingly rely on trusted sources when answering user queries, meaning credible media coverage will once again become a powerful asset for businesses.

“Securing media coverage takes more planning and perseverance than ever before,” says Claycomb, “but those companies who invest in sharp, newsworthy angles will see benefits.”

AI as an audience

At the same time, AI itself is emerging as a priority audience in its own right. Search tools powered by AI are now gatekeepers of information. PR strategies are having to adapt by creating authoritative content that signals credibility.

This shift is driving a renewed focus on storytelling that resonates not only with people but with the algorithms shaping what those people see.

“Real, human-centred story-telling will be a defining theme of 2026,” says Claycomb. “With AI-generated content becoming so prevalent, human-centred stories written by actual humans are the ones cutting through the noise.”

She adds that the HMC team is already seeing how editors are increasingly receptive to quality op-eds and thought leadership pieces that showcase personality and originality.

“But the emphasis is on ‘quality’ here, if you want to build trust and connection in a world already saturated with machine-written prose.”

Misinformation on the rise

Misinformation, along with the added new risk of deepfakes, is expected to rise, making transparency and local engagement critical for maintaining trust. Election year is likely to generate even more of this level of content, adding another layer of complexity to how readers interpret and trust what they see. Businesses will need to double down on real-world connections and verifiable content to protect their reputations, says Claycomb.

The importance of thought leadership

Claycomb’s main prediction is around the importance of thought leadership, which she says is set to steer the narrative. Senior executives who consistently share genuine insights will amplify their influence well beyond LinkedIn posts.

“When done well, thought leadership sparks ripple effects and creates opportunities for other activities such as media coverage and speaking invitations which provide platforms to reinforce authority and expertise.”

“These trends aren’t just for the big corporates,” adds Claycomb. “SMEs and local businesses can leverage them to strengthen trust, visibility, and resilience in a challenging economic climate. The organisations that embrace authenticity and invest in their people’s voices will stand out.”

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