Public relations is changing fast.
According to The State of PR 2025, the industry is facing shrinking media lists, lower journalist response rates, and increasing pressure from leadership to prove value through measurable results. In other words: visibility alone is no longer enough.
At Pink Sheep Publicity, this shift doesn’t surprise us. It confirms what we’ve been building toward for years: a modern PR model that blends earned media with digital strategy, affiliate marketing, and performance-driven storytelling.
We’re breaking down what the latest industry data reveals and what it means for brands navigating PR in 2026 and beyond.
Earned Media Is Harder to Secure and Less Predictable
The report found that:
- 72% of PR professionals cite low journalist response rates
- 62% report shrinking media lists in relevant beats
- Only 2% say it hasn’t become harder to earn coverage
This doesn’t mean PR is dead, but it does mean the old model of “press hits = success” is outdated.
Today’s media landscape is oversaturated, understaffed, and moving faster than ever. Brands that rely solely on earned placements are taking on more risk with fewer guarantees.
Our takeaway:
Earned media still matters (and will continue to), but it must be supported by owned and paid channels that extend the impact of secured placements and translate visibility into growth.
That’s why Pink Sheep Publicity designs PR strategies that don’t exist in a vacuum. We integrate affiliate links into press coverage, amplify placements through digital campaigns, and ensure every win supports broader business goals.
Measurement Is Now the Currency of PR Value
One of the most telling findings in the report:
- 67% of PR professionals say producing measurable results is the best way to increase PR’s perceived value; far ahead of creative concepts or executive visibility
Leadership teams want answers to hard questions:
- Is this driving traffic?
- Is this increasing sales?
- Is this supporting long-term brand equity?
At Pink Sheep Publicity, metrics have always been central to our work. We track performance across PR, digital marketing, affiliate revenue, and audience growth; not just impressions or mentions.
Because in 2026, the brands that win are the ones that can clearly connect storytelling to outcomes.
AI Is Rising, But Strategy and Relationships Still Matter
The report also highlights the growing role of AI:
- 59% of PR pros say AI and automation will grow in importance
- 77% already use tools like ChatGPT in their workflow
AI has undoubtedly changed how pitches are written, lists are built, and outreach is scaled. But it’s also contributed to inbox fatigue and impersonal communication that’s leading to increased burnout and pitch fatigue.
Nearly half of PR professionals now pitch more than 20 journalists per campaign, and often without deep prior relationships.
Our belief:
AI may be a tool, but it cannot be a strategy.
We use technology to work smarter, but we rely on human judgment, editorial instinct, and long-standing relationships to decide what stories to tell, who to tell them to, and why they matter right now.
In a crowded media environment, relevance beats volume every time.
PR Is No Longer Separate from Marketing and That Can Be a Good Thing for Brands
Another key insight from the report: most communications teams are now expected to align closely with marketing strategy, even if they aren’t fully integrated.
This convergence reflects reality. Today’s most successful brands don’t silo PR, paid media, content, and social; they treat them as interconnected levers.
That’s exactly how we have always operated.
Pink Sheep Publicity was built to bridge the gap between brand storytelling and revenue generation. Our work spans public relations, digital marketing, affiliate programs, social media, and email, because growth doesn’t happen in one channel alone.
What This Means for Brands in 2026
The State of PR 2025 makes one thing clear:
PR is no longer about chasing coverage; it’s about building momentum.
Brands that thrive in this new landscape are those that:
- Demand accountability and measurement
- Invest in integrated strategies, not one-off tactics
- Understand that visibility is only valuable if it leads somewhere
At Pink Sheep Publicity, we partner with brands ready to scale thoughtfully, creatively, and profitably with PR as a core pillar, not a standalone solution.
Because the future of PR isn’t just being seen.
It’s being remembered, trusted, and chosen.
Pink Sheep Publicity 