PR, marketing and comms trends 2026: what's out and what's in?

As 2025 draws to a close, we ask the brains behind our Orchard brilliance to deep dive on the industry trend shifts we’ve seen and experienced this year. As we consider what direction we are moving to make sure our clients win in 2026, we’ve compiled our list of what trends are shining through and which have now left the building! 

Out: PR as a press release factory 

In: PR as a creative world-builder 

As a PR-led agency, managing the press office is our bread and butter. However, in this newfound era of the attention economy, it's no longer enough to rely solely on the sharing of information through press releases.  In a world where information has become a commodity, once you've consumed it, how do you continue to keep that connection? What brands need is not more ephemeral brand building, but more immersive world building. 

PR is not just about securing column inches. It’s about shaping narratives, driving engagement, and creating cultural impact. We believe in using our expertise in different channels, formats and touchpoints to create a broader communication and marketing ecosystem - a world that draws in your consumers, creating a world for them to participate in. This shift reflects a growing recognition that PR can deliver ideas that resonate far beyond traditional media. When PR is treated as a strategic, creative discipline, it can spark conversations, influence behaviour, and build brand love. 

OUT: Reactive defence in crisis management  

IN: Pre-built trust 

Crisis communications used to be all about reacting fast and redirecting the narrative, with success measured in speed and control. But at Orchard, we look to pre-emptively build trust with a brand’s audience through consistent behaviour, visible values and genuine community presence. That way, when a crisis hits, your brand is given more leeway. This is where the rubber band theory comes in: the strength of your response depends on how far trust will stretch before it snaps, and the elasticity is built on that consistent and authentic action.  Earn the benefit of the doubt from your audience and people will pause before they judge, journalists become less cynical, and communities step up to support. Pre-built trust doesn't stop issues from occurring, but it makes you more resilient because your audience is emotionally invested.  

OUT: Corporate sponsorship as a placement competition 

IN: Corporate sponsorship as community activism  

On an island flooded with corporate hubs with healthy sponsorship budgets, it can be easy to fall into the trap of competing for mere brand presence. The thinking that volume of visibility equals impact is now an outdated notion, especially in a place with as strong a sense of community involvement as the Channel Islands. The brands that are gaining real recognition are those making tangible improvements to the lives of residents. They are showing up as community activists, driving change for good. At Orchard, one of our greatest strengths is our nuanced knowledge of the islands we inhabit. We don’t just know what partnerships are available, we know what island residents want, need and care about, and are tapped into the actual community opportunities that can be unlocked. Our power comes from knowing without question how to connect a brand's vision with community needs to make lasting impact. 

OUT: Relying on AI for creativity 

IN: Using AI to enhance creativity 

Like it or not, AI is here to stay. While most creative industries are wary of the threat of being replaced by robots, Orchard is quietly confident that AI will only enhance PR services if used correctly and embraced responsibly. As a tool, it can make brands slicker, quicker, and if powered with the right expertise, easier to find. But it is not without its flaws, and those who over-rely on AI will find themselves falling short of their desired outcomes, and in danger of producing homogenised “slop”. It’s certainly not a replacement for human creativity. Orchard can help you determine not just how best to use it as a tool to optimise your content, but also one that informs where and how your business shows up through generative search engines (GEO). 

OUT: “Doing social media” as a tick-box exercise  IN: Strategic social storytelling  

Social media isn’t just about posting for the sake of presence anymore. The days of “doing social” because it’s expected are over. In 2026, brands need to move beyond random business-led updates and embrace a strategy that’s rooted in audience insight, channel nuance, and clear objectives. Every post should ladder up to something bigger, whether that’s awareness, interactions, or consideration - all whilst giving people a reason to stop scrolling and start connecting. It’s about creating content that feels intentional, not incidental, and building communities that know what you stand for. Social should be a driver of brand equity, not just a box to tick. 

OUT: Broadcast influencer marketing 

IN: Community-led creator influence 

Going into 2026, influence is driven by community, not campaigns. Creators have impact because of the relationship they’ve built within engaged niche audiences, not because of mass follower counts or glossy one-off posts. Smaller voices with genuinely connected communities consistently drive stronger results than distant “name” talent, as their content feels shared rather than sold. Real, everyday moments resonate most because they reflect how people actually engage with brands. At Orchard, we partner with creators as community connectors, building influence through credibility, consistency and trust - not just reach. 

OUT: Information overloads 

IN: Simplistic posts 

We’re in the age of the endless scroll, where double tap pauses are hard won. However, in the battle for engagement, it can be easy to mistake overload for attention grabbing content. It may seem counterintuitive but sometimes doing more ends up connecting less. With people’s attention spans shortening and the fast pace of social media, if your post is too busy, with too much to read or too many layered messages, people will scroll on by. Short, simple, uncrowded and eye-catching content crystalises meaning, making social users take notice instead of moving on by. 

To develop your own fresh communications strategy for next year, get in touch with Orchard to find out how best to tap into our expertise. Email info@orchard.com