So how do you stand out and cover territory in 2026? There are five key areas that I’ll walk you through.
1. Custom Stories
The first is personalized stories. It has always been very important to understand your target persona, your target audience and their wants, needs and desires.
But this year it is even more crucial. Not just these things, but what they value, as well as the economic and real-world factors that will influence their travel plans.
On top of that, the target audience wants much more personalized itineraries and things in line with their hobbies and passions.
Journalists are already following this trend, and if we don’t do the same, we will lose coverage. They always have their readers first, and so we must too.
2. Human-centered narratives
Next, human-centered narratives. Human-centered narratives will help distinguish PR content from AI-produced content because it cannot imitate them.
How do we do it? Adding behind-the-scenes insights, unpublished angles or using case studies. This will really help us stand out. Journalists are already looking for it in their stories.
3. Adopt an “always on” approach.
The third is to take an “always on” approach. 95% of digital PRs we surveyed use creative, data-driven campaigns to achieve effective reach.
But beyond that, 71% use newsjacking and reactive tactics to ensure they can take this “always on” approach and maximize coverage opportunities. In fact, they said that over the past three to five years it has become even more important to help them do so.
