Five PR Trends Every B2B Marketing and Communications Team Should Watch
MuckRack's 2026 State of PR report dives into key trends across the public relations space. Read the highlights of this annual report.
Public relations has always adapted to changing markets, technologies and buyer behavior. But the latest Muck Rack State of PR 2026 report suggests something different is happening. AI is changing workflows, Generative Engine Optimization (GEO) is moving into the mainstream, and communications teams are being asked to prove business impact more than ever before.
For B2B and deep technology companies, these findings reinforce what we've been seeing with our own clients. PR is no longer measured only by media coverage. It's increasingly evaluated by how well it builds authority, influences AI-generated answers, and supports marketing objectives.
Here are five takeaways worth paying attention to.
1. AI is now part of the PR workflow
The AI debate has largely ended. According to the report, 80% of PR professionals already use generative AI, while another 8% plan to explore it. AI and automation also ranked as the top area expected to grow over the next five years.
That doesn't mean AI replaces communications professionals. It means the baseline expectation has changed.
The firms that benefit most are using AI to speed up research, identify trends, analyze media opportunities and improve first drafts. Human judgment, relationships and strategy remain the differentiators.
2. GEO has officially entered the PR conversation
One of the most interesting findings is how quickly GEO has become part of communications planning.
Nearly three-quarters of PR professionals say GEO is at least somewhat important to their strategy today. At the same time, 29% say nobody currently owns GEO inside their organization.
That creates an opportunity for communications teams.
PR has always focused on building third-party credibility. As AI assistants increasingly rely on authoritative sources when generating answers, earned media, executive thought leadership and credible content become even more valuable.
3. Media relations is still the foundation
Despite predictions that AI would reduce the importance of traditional media relations, the opposite appears to be happening.
Media relations ranked as the second-fastest growing priority over the next five years, and 84% of PR professionals say it still represents at least one-quarter of their work.
Strong relationships with journalists still matter.
The difference is that today's coverage often delivers value beyond the immediate article. High-authority publications influence buyers, analysts, investors, traditional search rankings and increasingly AI-generated responses.
One media placement can now produce value across several channels.
4. Authority matters more than volume
The report also asked how organizations are improving visibility in AI-generated responses.
The leading answer wasn't publishing more content.
Instead, 55% said they are securing coverage in high-authority publications, while half are creating more authoritative content and optimizing it for search. Nearly half are also restructuring content into formats that AI systems can more easily interpret, such as FAQs and direct answers.
This reinforces an important shift.
The goal isn't producing more content. It's producing better evidence that your company deserves to be cited.
5. Measurement continues to change
Perhaps the biggest opportunity for communications leaders is measurement.
Nearly 70% of respondents believe producing measurable results is the best way to increase PR's value with leadership. Yet 39% admit they are not currently measuring GEO success.
Traditional metrics like impressions and article counts still have value, but they no longer tell the full story.
Marketing and communications teams should also be asking:
Is our brand cited in AI-generated answers?
Are authoritative publications referencing our expertise?
Are our executives becoming trusted sources?
Is earned media influencing organic visibility and pipeline?
Those questions better reflect how buyers research vendors today.
The 2026 data makes one thing clear. PR isn't becoming less important. Its role is expanding.
Communications teams now influence traditional media, search visibility, AI-generated responses and overall market credibility. For B2B and deep technology companies, the firms that combine strong media relations with authority-building content and measurable outcomes will be in the strongest position as both search and AI continue to change.