Future-gazing: Changes to The Media Landscape in 2026
Over the past few months, we have been interviewing our Collectivist agency members to gather their thoughts and insights on what might change in the PR and marketing world during 2026. Here, Mike, Rahme, and Ricardo predict the continued rise of the self-publisher and a backlash against AI-generated content, fake news and fake stories.
The Media Landscape in 2026
Mike Sottak, Wired Island (US): “This year, we’re going to see a continued and possibly more accelerated shift in the media landscape. I think traditional media is under attack from regulatory and government pressure, as well as technological pressure and the way people behave.
We’re seeing the rise of the ‘Substack era’ – the self-published journalist who may no longer want or have the security of a big masthead behind them but now has the opportunity to be more personalised, direct, and specialised. As long as that’s not abused, I think that’s a great thing and a great opportunity for PR people to find those individuals and re-establish relationships with them in their new domain and operating paradigm.”
Rahme Mehmet, TechComms (UK): “I believe there will also be a backlash against AI-generated content by editors, reporters, and people working in the media who will become increasingly frustrated with AI-generated content and thought leadership! The pushback will be in the form of stronger policies around what content they are willing to accept from PR agencies or in-house PR teams. The pushback will be against those trying to ‘pass-off’ content that is not genuine thought leadership.”
Ricardo Schell, Noizze Media (Spain and Portugal) agrees with Rahme and says the answer to AI-generated content and stories is to be true to ourselves:
“I believe that this year – when everybody is talking about AI, fake news, and uncertainty – making the choice to be true to ourselves is very important.
Turning that into PR activities, I think we have a responsibility and a duty to help brands express themselves ‘as they are’, and to steer them away from trying to be ‘whatever comes next’ just because others are doing it. I believe that being true to yourself will be key this year.”
READ MORE
