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PR in 2026: Serving Two Audiences – Humans and AI

HARO's 2026 PR report reveals that PR now serves two audiences: humans and AI. Key findings include machine relations, AI-driven optimization, and the human differentiator. Learn how 38 practices redefine public relations.

This report matters because it reveals how public relations is fundamentally changing as AI systems become primary consumers of media content. For businesses, marketers, and communicators, understanding that PR now targets both human readers and AI summarization engines is crucial for maintaining visibility and credibility. The shift toward "machine relations" alongside traditional media relations means that optimizing content for AI citations is no longer optional but essential. Practitioners who ignore this dual audience risk losing relevance as their messages get filtered or ignored by AI-powered search and answer engines. Conversely, those who adapt can gain a competitive edge by ensuring their stories are cited by both humans and machines, thereby amplifying their reach and impact in an increasingly AI-driven information ecosystem.