What to Know About PR in 2026
Heading into 2026, it’s important to be aware of the ever-evolving landscape that is public relations. As marketing plans are being managed and finalized, PR should not be forgotten, nor should it be approached in the same way it’s been in the past.
We’ve rounded up five PR shifts and trends in both consumer and trade media to keep an eye on in the new year…
1. Shifting from earned to paid media.
What was once traditionally a strictly earned strategy within the paid marketing landscape, has now become more of a pay-for-play situation. As the line between advertising and public relations has been blurred, so has the idea of publishing articles and covering brands for free. While not every media outlet has switched to this approach, we are seeing more and more publications looking for advertising spend and other partnerships in order to cover a brand with editorial. Understanding this, it’s important to consider including a new line item in your marketing budgets to cover this shift.
2. More insight and education; less salesy and promotional messaging.
Editors, both in the trade and consumer media, are looking for more insight and educational messaging rather than fluffy pitches to get the ball rolling. With rising interest in health, functionality, and food knowledge, consumers want to understand what they’re buying and why it matters. For trade media, this looks like providing a deeper look into the business and production side of things, as well as info on harvest forecasting, numbers, etc. The overgeneralized content will not cut it anymore, so be sure to include information that readers can use to make informed decisions and maybe even learn something!
3. Transparency and authenticity matter.
Now more than ever, brand authenticity and transparency are imperative to build trust among consumers, retailers, buyers, etc. Consumers are increasingly skeptical of broad claims and polished marketing language. In 2026, they want transparency backed by proof. PR efforts that spotlight real growers, supply chain investments, food safety practices, and long-term partnerships resonate more than generic sustainability statements.
For produce companies, this means leaning into storytelling that shows, not tells, how products are grown, sourced, and delivered. Authentic narratives around heritage, innovation, and stewardship help build credibility and long-term brand loyalty.
4. Social media supports PR.
If you are not paying attention to your brands’ social media accounts, you are missing out on some big-time exposure that can link PR with even more audiences. These have become primary discovery tools and channels for brands to give visual perspectives of their products and practices. Furthermore, PR teams should view social media as an extension of media relations, where timely storytelling, visuals, and shareable moments can spark earned attention beyond traditional outlets.
5. Influencers are NOT going anywhere.
Influencers have been a part of the PR and marketing story for 10 or 15 years now, and that does not appear to be changing anytime soon. In fact, incorporating them into your strategies is a must in order to stay relevant. Whether you are using them for content creation or to be the voice of your brand, influencers are a key ingredient for success.
One thing that has not changed and should be at the top of your 2026 marketing planning list is to ensure that messaging across ALL platforms, strategies and activations must be CONSISTENT. The most effective produce companies will align their PR, marketing, and sales communications so audiences see the same story, whether they encounter it in-store, online or on social media.
Are you wondering how? Contact us today to get started!
