Looking at what 2026 may have in store, I’ve been thinking less about what we can do and more about how we choose to do it.
The past year brought some good things for PRPR, but it also brought some moments that really challenged us. Technology moved faster than ever. Expectations shifted. And on a more human level, we learned some uncomfortable but essential lessons about trust and kindness.
Those experiences are definitely affecting how I see the year ahead.
AI as support, not a substitute
AI is firmly part of the PR landscape, and like most businesses, we’ve explored how it can support our work. And it is that word – support – that is key.
At PRPR, our thinking, ideas, strategies and creative direction will always come from us. They are shaped by our collective experience, discussion and judgment. AI can help remove some workload, speed up certain processes and give us space to focus on the work that actually matters. But it does not generate our ideas, define our voice, or replace our perspective.
As we move into 2026, our position is clear. AI is a tool we will use thoughtfully and responsibly. It exists to protect time, not replace talent. Our clients and the journalists we work with trust us for insight and human understanding. That trust is built on knowing that the work we deliver is genuinely ours.
Lessons learned about kindness
Last year also taught me something far more personal.
For the first time, our instinct to lead with kindness and trust burned us a couple of times. It was upsetting, and if I’m honest, they made me wonder whether I was, in fact, not cynical enough. It would be very easy to become more guarded and more focused on growing the business over and above all else.
But that’s actually not the lesson I learned.
Those experiences stood out because they are so few and far between. Most people we work with, including clients, collaborators, and peers, act with integrity and good intent. I don’t want isolated incidents to harden us and change the way we work and the focus we have on good and trusted relationships.
I would rather risk being kind again than be too cynical and cold.
I realise now, as the new year starts, that kindness isn’t naïve. It’s a choice, and choosing it is powerful. It’s who we are.
Doing it right in 2026
I want PRPR to continue building a business that balances progress with ethics and principles. This means embracing innovation without losing humanity. It means valuing trust and respect as much as getting new business. It means being fiercely protective of our clients.
Technology will continue to evolve. But our foundation remains the same. We believe in thoughtful, human-led work. We believe in originality. And we believe that how we treat people matters more than anything.
So, here’s to 2026. I am keeping my rose-tinted glasses on.
