The world of PR and communications is evolving faster than ever, with AI, data and digital transformation reshaping how agencies and in-house teams think, work and deliver. Schon&Co. has embraced this shift in the industry, integrating AI tools with strategic PR expertise to deliver sharper communications without losing authenticity. Guided by Chris, Schon&Co.’s Head of AI, Schon&Co. draws on advanced insight and applied knowledge to unlock new possibilities for clients. The result is a modern PR and communications agency equipped for what comes next.

We sat down with Jim Donaldson, Senior Strategic Advisor at Schon&Co., to discuss the trends shaping the industry in 2026, the skills PR professionals need to future-proof their careers, and why creativity and human connection will always remain at the heart of great communications.

What do you think will be the biggest trends shaping the PR and communications landscape in 2026?

AI is undoubtedly the defining trend of our time. While we are still only beginning to see its full impact, it is already reshaping how agencies and communications teams work, including at Schon&Co., where we are continually exploring how AI can enhance the way we think, create and deliver for our clients. The next few years will be about understanding where AI adds the most value and where human creativity, judgement and emotional intelligence remain essential. The challenge lies not just in adopting new tools but in redefining what we as communicators uniquely offer - the insight, storytelling and strategic thinking that make our work meaningful in an increasingly digital world. We are fortunate here at SchonCo. to have a world class AI expert assisting our approach and helping us develop responsible, future-focused policies that benefit both our agency and our clients.

At the same time, the continued blending of earned, owned and paid media is transforming how we connect with audiences. The most effective campaigns now tell a consistent and authentic story across every platform, ensuring messages resonate wherever people engage, something Schon&Co. is deeply focused on as we help brands navigate an increasingly integrated communications landscape.

And finally, as communication becomes more integrated and purpose-driven, it is equally important to look inward. Employees are now among the most powerful advocates for any organisation, shaping reputation, culture and trust from within. In an era where authenticity matters more than ever. Empowering internal voices is just as vital as reaching external audiences because reputation starts on the inside and radiates outwards.

What advice would you give to PR professionals looking to future-proof their skills - especially in the age of AI?

The first step is to truly understand AI - how it works, how it can enhance creativity and efficiency, and where its limitations lie. But beyond technology, curiosity remains the most valuable skill in PR. Great communicators are naturally curious; they read the news widely, ask questions and stay interested in the world around them. That mindset will be essential for navigating an industry that is evolving every day.

It is also vital not to lose the learning that comes from experience. AI can summarise information in seconds, but it cannot teach instinct - the kind developed by analysing coverage, following how narratives evolve and understanding what resonates. Data and analytics will play an important role, but the ability to turn those insights into strategy and impact will remain the real differentiator.

With the media landscape becoming more crowded and fragmented, how can PR still stand out?

Standing out will rely on combining creativity with integration. Relying solely on traditional media coverage is no longer enough. The most impactful campaigns are those that weave together earned, owned and paid activity to reach audiences wherever they are. We are also seeing the rise of Generative Engine Optimisation, an evolution of SEO that helps ensure content remains visible in AI-driven search results. Understanding how people discover and consume information in this new landscape will give brands a real advantage.

Even as the tools evolve, the fundamentals remain the same: every campaign needs a story worth telling. AI might make targeting or analysis faster, but creativity, emotion and authenticity will always be what capture attention. The most successful campaigns will combine smart use of data with storytelling that feels human, and that is something no algorithm can replace.

What excites you most about the future of PR, and where do you see the biggest opportunities?

Reputation has never mattered more. In a world where transparency and trust define brands, the role of communications is becoming increasingly strategic, and that makes this an incredibly exciting time for the industry. The demand for smart, ethical and creative storytelling continues to grow, and communicators are now in a position to shape how organisations behave, not just how they communicate. That brings both great responsibility and great opportunities.

The landscape is also opening up for smaller, more specialist agencies. With digital tools levelling the playing field, these agencies can now deliver global campaigns with the same creativity and precision once reserved for larger networks. Clients today are less focused on scale and more interested in outcomes, ideas and authentic collaboration. Smaller teams can also often build stronger, more genuine relationships based on trust and understanding, offering the dedicated attention and partnership that clients truly value. For adaptable and collaborative agencies, this is one of the most exciting moments the industry has seen in years.