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2026 State of PR: 1,100+ Communicators Surveyed

Public relations is evolving faster than ever. Between generative AI, misinformation, and shrinking budgets, PR pros are being asked to do more—and prove more—with less.

Created in partnership with leading agency, We. Communications, Meltwater’s 2026 State of PR report reveals how over 1,100 global communications professionals are responding to these challenges and redefining what success looks like.

AI is officially mainstream: Over 90% PR teams have already integrated generative AI into their workflows for tasks like drafting press releases, optimizing content, and brainstorming.

Measurement is evolving: PR pros are under growing pressure to link comms outcomes to business KPIs, but over 40% are still measuring activity instead of outcomes

Budgets are tight, but expectations are higher: More than half of respondents expect little or no change in PR investment for 2026, despite increased demand for strategic impact.

Leadership buy-in is key: Communicators who can connect storytelling with data are earning their seat at the decision-making table.

Get more insights, benchmarks, and practical takeaways to strengthen your strategy and secure your seat at the leadership table.

Download the 2026 State of PR report to stay ahead of what’s next for PR. 

Thank you, we hope you find this report interesting.

Get the State of PR 2026 Report

The State of PR Report surveyed over 1,100 professionals on their views about the current state of the industry and expectations for the future.

State of PR 2026

Marketing and communications leaders are facing another year of transformation, disruption, and uncertainty. From AI reshaping search and workflows, to video dominating attention, to the professionalization of influencer commerce and the critical role of social customer care, the next twelve months will give us plenty of challenges and opportunities. 

This definitive guide breaks down the 15 biggest trends that will shape the year ahead in marketing, PR, and social media. Each trend comes with clear action points and shows how Meltwater’s suite of solutions can help you not just keep up, but lead.

The rise of AI Search Optimization and LLM reputation management

How to build resilience against misinformation and narrative attacks

Why creator commerce is shifting to performance-based partnerships

The new rules of video, social SEO, and multi-platform engagement

Get your copy today and prepare your team for the year ahead.

Thank you, we hope you find this trends guide interesting.

Get the Trends Guide

Keep ahead of the big changes in PR and marketing communications in 2026, including agentic AI, misinformation, and influencer marketing.

Marketing Trends to Watch in 2026

In Southeast Asia, regulators are tightening their oversight of financial services marketing—particularly in areas like insurance—creating an urgent need for compliance teams to adapt quickly. 

Financial institutions are under mounting pressure to monitor agent behaviour, mitigate misinformation, and maintain brand trust. The risks are high, especially in the age of “finfluencers” and high-stakes social media visibility.

Our latest report reveals how financial institutions such as banks and insurance providers use Meltwater to monitor how their agents promote products online, giving them greater visibility, control, and confidence. You’ll learn how to:

Identify specific keywords like “guaranteed returns” and get notified when an agent posts them on their social media channels

Track customer complaints across social media platforms and online forums to uncover misconduct trends

Set up real-time alerts that enable compliance teams to intervene early

Use sentiment analysis to identify recurring pain points and boost agent training

Some insurance firms receive 15–20 complaints per week related to agent misrepresentation, aggressive sales tactics, or false claims. These are not just customer service concerns, as they represent significant regulatory and reputational risks.  

Read this free report to learn how you can empower your team with the tools and insights needed to safeguard your brand in today’s fast-evolving, socially driven landscape. 

Strengthening_Financial_Compliance_SEA_Final.pdf

Our latest report reveals how financial institutions such as banks and insurance providers use Meltwater to monitor their agents in this social-driven landscape.

Strengthening Financial Compliance in SEA | Free Report

Strengthening Financial Compliance in SEA's Social-Driven Landscape

2025 Global State of Social Media Report

The Meltwater Retail Insights Report explores how creators, AI and cross-platform consumer behaviour shaped the Black Friday 2025 buzz.

Drawing on real-time analysis of Black Friday, Cyber Monday and Singles Day conversations across social media, news, creators, forums and AI platforms, the report reveals the forces behind Australia’s $6.8 billion spending surge. With insights surfaced through Meltwater’s dashboards and GenAI Lens, the report shows what retail, marketing and eCommerce teams need to know to stay ahead.

Creators and UGC outperformed brands, with @twobrokechicks driving over 20% of all #blackfriday conversation, demonstrating how authentic, community-driven content now shapes shopper decisions more than traditional advertising.

AI as a central shopping tool: Australians are using platforms like ChatGPT to compare prices, find deals and research products. Insights detected through Meltwater’s GenAI Lens highlight a major shift in how discovery and evaluation now take place.

Amazon dominated cross-category visibility, setting expectations around value, speed and convenience while benefiting from strong amplification through creators and affiliates.

Viral cultural moments shaped shopper interest, with MiraAI identifying emerging trends and attention spikes as they spread across platforms.

Black Friday conquered, with Cyber Monday acting as an extension rather than a standalone event, while Singles Day remained niche, driven primarily by beauty and Gen Z spaces.

Health and Fitness and Travel were the strongest category drivers, offering retailers a clear signal for Christmas, Boxing Day and 2026 planning.

Access the full report to uncover the creators, platforms, products and behaviours that defined Australia’s Black Friday 2025 and see what will drive impact in 2026.

Download the report to explore how creators, AI and cross-platform consumer behaviour shaped the Black Friday 2025 buzz.

Black Friday 2025 Unpacked: Australia’s Retail Wins 

Black Friday 2025 Unpacked: What Drove Australia’s Retail Wins 

Essential data on digital behavior around the world, brought to you by Kepios in partnership with Meltwater and We Are Social.

Digital 2026: Global Overview Report

Build a winning strategy for 2026 - powered by informed insights

As you start the new year, you are no doubt assessing how to stay ahead of your ever-changing media, social, and search world.

From AEO/GEO to LLMs to agentic AI to the rise of Reddit and influencer marketing, the informed marketing and communications professionals who can harness the power of media, search, and social insights will be the game changers in 2026.

Join Meltwater’s APAC Marketing Managers, Sue Howe and Bronwyn Cook, as they unpack the current state of social media and marketing trends to watch in 2026.

Use AI & LLMs in new ways, navigate the changing social media landscape, and keep up with influencer trends.

Integrate top trends into your 2026 marketing strategy.

Think creatively, assess your current strategies, and find new ways to attract and keep customers.

Sign up to watch

On-Demand Webinar: Marketing Key Trends to Watch in APAC

As you start the new year, you are no doubt assessing how to stay ahead of your ever-changing media, social, and search world. From AEO/GEO to LLMs to agentic AI to the rise of Reddit and influencer marketing, the informed marketing and communications professionals who can harness the power of media, search, and social insights will be the game changers in 2026. Watch on-demand now to explore the trends shaping 2026 and walk away with trends you can apply immediately to your strategy.

Thank you! We hope you will find this webinar insightful.

On-Demand Webinar: Marketing Trends to Watch in APAC

As the first and only media intelligence assistant built directly inside Microsoft 365, the Meltwater agent for Microsoft brings the full power of Meltwater’s media and social data into Microsoft Teams. Meltwater agent brings speed and clarity to every decision by streamlining workflows and surfacing insights instantly in just a single prompt in Teams.

Now, your team can respond faster, cut through the noise, and turn data into knowledge that drives real impact.

How to save hours on PR briefings, trend tracking, and campaign reporting

Access insights through simple prompts, no dashboards or Boolean logic

Gain confidence in AI built for comms and marketing

See how Meltwater Agent for Microsoft maps directly to your workflows

Request A Demo

On-Demand Webinar: Meltwater Agent for Microsoft: A New Era of AI-Powered Media Intelligence

Join Meltwater this on-demand webinar and learn how to unlock smarter, faster decisions with Meltwater Agent for Microsoft.

On Demand Webinar: Meltwater Copilot: A New Era of AI-Powered Media Intelligence

As you plan for 2026, the marketing and communications landscape is changing faster than ever. Discovery is shifting to AI and social platforms, trust is being shaped in real time, and brands have more opportunities than ever to connect with audiences across an increasingly diverse media environment. The teams that succeed will be the ones who know how to turn insight into action. From AI-powered search and LLM reputation management to social SEO, creator performance, video dominance, and community-driven decision-making, this webinar breaks down the most important 2026 marketing trends and what they mean for how brands get discovered, earn trust, and scale relevance.

Navigate AI-driven discovery, social search, and changing audience behaviors

Protect brand trust while responding to misinformation and evolving expectations

Apply the most important 2026 trends to your marketing, PR, and communications strategy

Watch on-demand now to explore the trends shaping 2026 and walk away with practical guidance you can apply immediately to your strategy.

This webinar breaks down the most important 2026 marketing trends and what they mean for how brands get discovered, earn trust, and scale relevance.

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