By Sara Robinson, AGP PR and Communications Coach
We're already nearly through January and if you haven't yet sorted your PR strategy for 2026, now's the time. The PR landscape keeps evolving and growing businesses need to work smarter to cut through the noise and build meaningful connections with their audiences. Whether you're scaling fast or building momentum, here are my top strategies to supercharge your PR this year.
Start with a clear story
Before chasing coverage, get crystal clear on your story. What problem do you solve? Why does it matter? What makes your approach different?
Your story isn't just what you do. It's why you do it, who benefits and the impact you create. Journalists and audiences connect with businesses that have a clear purpose and personality. Spend time refining your core narrative before you pitch it anywhere.
Build relationships, not just media lists
The best PR results come from genuine relationships with journalists, podcasters and influencers who care about your sector. The first step is to get clear about who you want to target. Desk research can help you build a target media list, which takes time but pays dividends down the line.
Once you have a list of journalists you want to approach, start following their work. Share their articles. Comment thoughtfully on LinkedIn.
And remember, relationships take time. Start building them now, even if you don't have any stories that need coverage today. When you eventually pitch, you won't be a stranger but a name they recognise and trust.
Lead with insights, not sales pitches
Journalists get dozens of story pitches daily. Most are ignored because they're thinly veiled sales messages.
What works? Offering genuine insight. Share data from your sector. Comment on a trend you're seeing firsthand. Provide expert analysis on a breaking story.
Position yourself as a go-to source, not as a business seeking free advertising. When you lead with value, coverage will follow naturally.
Think beyond traditional media
PR in 2026 isn't just about newspapers and trade magazines. Podcasts, LinkedIn thought leadership, webinars and industry awards all build credibility and visibility.
Consider where your audience actually spends time. A well-placed podcast interview or a LinkedIn article with strong engagement can be just as valuable as a press feature.
Diversify your approach. Test different platforms. Track what drives genuine business results, not just vanity metrics.
Make the most of awards
Awards are powerful PR tools that build credibility, attract talent and open doors to new partnerships.
Choose awards that matter to your sector. Invest time in crafting compelling entries that tell your story well. If you win, maximise the moment with press releases, social content and website updates.
Even being shortlisted is worth shouting about. It's third-party validation that you're doing something right. Check out our top tips on preparing winning award entries.
Leverage client and partner stories
Your clients and partners are some of your best advocates. Case studies, testimonials and joint announcements add credibility and broaden your reach.
When a client achieves something significant with your support, ask if they'd be willing to share their story. Co-authored content or joint press releases show real-world impact and introduce your business to new audiences.
Always get approval before sharing client stories publicly and make it easy for them by drafting the content yourself.
Be ready when opportunity knocks
Some of the best PR moments are unplanned. A journalist needs a last-minute comment. A breaking news story relates to your expertise. A podcast host has a cancellation.
If you're ready, you can respond quickly and professionally. Keep an up-to-date media bio, headshots, and key business stats in an easy-to-access folder. Practice explaining what you do in 30 seconds. Make sure your website has an easily discoverable press kit so journalists can access information and contact you.
Good PR opportunities don't wait. Be prepared to seize them.
Measure what matters
PR isn't just about column inches. It's about impact. Are you attracting the right customers? Building your reputation in your sector? Driving traffic to your website?
Track metrics that align with your business goals. Good PR should move the needle on what matters to your business. If it's not, adjust your approach.
Get support when you need it
PR takes time, skill and persistence. If you're stretched thin managing growth, consider bringing in expert support to shape your strategy and secure the coverage that drives results.