The biggest PR and communications trends since 2021 are creator and niche media, short video as a news channel, AI inside the PR workflow and inside search, and measurement that tracks influence instead of volume. Some 2021 predictions held and some faded. Pew Research Center's August 2026 survey found that 20% of U.S. adults regularly get news on TikTok, up from 3% in 2020.
Last updated: October 24, 2026
Key takeaways
- Niche targeting, AI and TikTok were the 2021 predictions that held up most clearly.
- Stand-alone live streaming and pandemic-era health messaging faded as headline trends.
- AI now matters in two ways for PR: as a tool in the workflow and as a channel where brands are described and cited.
- For a forward-looking view of the current year, see the guide to digital PR trends for 2027.
In this guide
- Which 2021 PR trends held up?
- Is niche targeting still the best way to win coverage?
- Why has short video become a news channel?
- How has AI changed PR?
- What happened to reputation management?
- What should PR teams measure now?
- Frequently asked questions
Which 2021 PR Trends Held Up?
Six of the eight trends this page named in 2021 still shape PR work, while two lost their urgency. The table shows 5W's read on each one and what to do about it now.
| 2021 trend | Status in 2026 | What to do now |
|---|---|---|
| Niche targeting | Held | Pitch outlets and creators that serve one specific audience |
| Live streaming | Faded as a stand-alone trend | Treat live video as one format inside a wider video plan |
| AI and big data | Held and expanded | Use AI in the workflow and check how AI search describes the brand |
| Reputation management | Held | Plan for crises before they happen and monitor continuously |
| TikTok | Held and grew | Work with creators and plan for short video as a news source |
| Health and safety messaging | Faded | Keep safety claims accurate, but it is no longer a headline trend |
| Social awareness in spending | Held in a different form | Back any values claim with evidence a buyer can check |
| Personalized events | Continued in hybrid form | Design events for the attendee, online and in person |
Is Niche Targeting Still the Best Way to Win Coverage?
Niche targeting is still one of the most reliable ways to win coverage, because specialist outlets, newsletters and creators reach audiences that already care about a topic. Success in these channels depends on fit more than on budget, which is why smaller brands can earn placements that large outlets would not give them.
The practical rule is to pitch outlets that serve a specific audience or industry's needs, and to read recent bylines before pitching. The niche marketing guide covers how to choose the audience first.
Why Has Short Video Become a News Channel?
Short video has become a news channel because large shares of the audience now use it that way. The Pew Research Center survey, fielded August 24 to 30, 2026, found that 20% of U.S. adults regularly get news on TikTok, unchanged from 2025 and up from 3% in 2020. Among adults ages 18 to 29 the figure was 39%, and among TikTok users overall 53% said they regularly get news there. The full results are in Pew's TikTok news analysis.
For PR teams, that means creators and short video are part of the earned-media mix, not a side channel. Plan creator partnerships with the same care as press outreach, and follow disclosure rules for paid relationships. The Instagram PR guide shows how earned coverage becomes Reels, Stories and creator posts.
How Has AI Changed PR?
AI has changed PR in two ways: it speeds up routine work such as monitoring, drafting and reporting, and it has become a place where brands are described and cited. The second change is new. People now ask AI tools which company to choose, and the answers draw on the coverage and pages those tools can retrieve.
That raises the value of independent coverage and accurate owned pages. The guide to how earned media shapes AI search visibility explains the mechanism, and 5W's digital PR practice builds programs around it. In B2B, Forrester found that 94 percent of business buyers used AI during a purchase, as covered in the B2B public relations guide.
What Happened to Reputation Management?
Reputation management became more continuous and more public. Fake news, product recalls and fast-moving social posts made earning and keeping trust a standing task, not an event response. Teams need monitoring in place, written thresholds and a rehearsed response before an incident.
The crisis communications plan guide sets out the roles and protocols, and the crisis social listening tools guide covers monitoring.
What Should PR Teams Measure Now?
PR teams should measure coverage quality, share of voice against named competitors, referral traffic and how AI tools describe the brand, instead of counting impressions alone. Impressions show reach, not influence on a decision. The guide to measuring PR effectiveness lays out a framework.
Frequently asked questions
What are the main PR trends today?
The main trends are creator and niche media, short video as a news source, AI in the PR workflow and in search, continuous reputation management, and measurement tied to outcomes.
Is live streaming still a PR trend?
It remains a useful format, but it no longer stands alone as a trend. Most teams now fold live video into a broader short-video and creator plan.
How many Americans get news on TikTok?
Pew Research Center's August 2026 survey found that 20% of U.S. adults regularly get news on TikTok, up from 3% in 2020, and 39% of adults ages 18 to 29.
How does AI affect public relations?
AI speeds up monitoring, drafting and reporting, and AI search tools now describe and cite brands based on the coverage and pages they can retrieve, which raises the value of independent coverage.
Where can I read about PR trends for the coming year?
See the guide to digital PR trends for 2027.
