Four things to consider while building your 2026 PR and marketing campaign

As we approach year-end, many tech companies are deep in budget planning mode for 2026. 

It’s the unfortunate truth that marketing budgets are under more scrutiny than ever. However, brand visibility and reputation have never been more important.

Whether you already have a PR programme in place or you’re considering adding one, now’s the time to think strategically about where to invest for maximum impact.

Here are four key things to consider when shaping your 2026 PR plans:

1. Factor in PR support, even if it’s low level

Too often, PR is treated as a ‘nice to have’ rather than a core part of brand growth and lead generation. But consistent PR activity is essential to maintaining momentum and visibility, especially in fast-moving markets like B2B tech.

Regular press releases, thought leadership, and milestone announcements (new funding rounds, senior hires, product launches, partnerships) help reinforce your brand credibility and keep you top of mind with customers, investors, and talent. In fact, a client recently commented how PR has made his sales conversations much easier. He no longer needs to explain their brand and what they do, as the prospect has already heard of them.

PR should be your year-round storytelling engine. It builds trust and recognition that marketing alone can’t replicate.

2. Invest in a flagship survey or annual report

If you do one big initiative next year, make it a data-driven report or industry survey. These types of assets deliver value far beyond their launch. They’re full of insights for media coverage, sales enablement, social content, and thought leadership pieces throughout the year.

A well-executed report positions your company as a market leader and provides an authoritative, credible platform for commentary on trends shaping your sector. Plus, it’s a driver for lead generation, driving downloads and organic search traffic. 

By building this into your PR and content calendar early, you can allocate research costs up front. (Note: with low cost providers, it’s not as expensive as you think!).

3. Re-evaluate your event strategy

Events can be costly, but they don’t have to drain your budget. You don’t need to sponsor every conference or build an elaborate booth to make an impact.

Instead, focus on smart participation like attending key industry events, hosting small roundtables, or joining panels where your executives can speak directly with journalists, analysts, and potential clients. These touchpoints build relationships and strengthen your brand’s presence without excessive spend. 

Sometimes, showing up (strategically) is more valuable than a swanky booth, and our clients have commented that PR often drives prospects to want to meet at events.

4. Modernise your measurement with AI

Traditional SEO is shifting rapidly. With the rise of generative AI tools like ChatGPT, Perplexity, and Gemini, visibility is no longer just about Google rankings. Instead, it’s about how your brand appears in AI-powered search tools. 

For the first time you can see how PR is helping you and your competitors get referenced. Prospect searches are no longer invisible.

In 2026, make sure your PR measurement includes AI visibility tracking, understanding how your brand and competitors are being referenced in AI summaries and search responses. Your agency partner should already be adapting to this evolution. If they’re not, it’s time to ask tough questions.

The bottom line

As you finalise your 2026 plans, think of PR not as an expense but as an investment in long-term reputation, credibility, and growth. 

If you already have a PR agency, are they delivering maximum value and impact? If not, let’s talk strategy, ensuring that your brand is set up to lead the conversation in 2026.

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