The Digital PR Summit was back for 2026, where hundreds of industry leaders gathered in Manchester to share the latest digital PR insights.
This year, there was a key theme that reappeared again and again; while technology is transforming how content is discovered, the fundamentals of what makes a story land are becoming more important, not less.
A key point came from Amy Gibson’s session on product PR. Roundups, once seen as seasonal PR wins, are now updated increasingly more regularly to help maintain search visibility and drive the likelihood of AI-driven discovery.
That presents a creates a clear opportunity for those working in PR. Long gone are the days of fixed campaign windows, there is a role for continuous, always-on pitching, particularly if you have something genuinely useful to add.
Better ideas come from better inputs
If PR is always on, the pressure to deliver consistently strong ideas increases. Richard Paul shared his thoughts on how to create help that happen.
The key point was simple; good ideas do not start in the brainstorm, they start with what you bring into it.
Too often, teams rely on sitting in a room trying to force creativity, but the best ideas come from real-world input. Things you have seen, conversations you have had, or cultural moments you have noticed.
Encouraging teams to get out, experience things and bring their own interests into the process leads to more original thinking.
Even small changes help. Starting with individual ‘brainwriting’ before group discussion can improve the quality of ideas and avoid groupthink. Remember to have fun!
Data builds belief, story drives impact
This idea of stronger inputs also applies to data. George Seneth highlighted that data alone is not enough. It builds credibility, but it is the story that makes people care about.
The most effective campaigns start with something human; a clear angle, a sense of change or a point of relevance. Data then supports that narrative.
Importantly, not all data needs to be headline grabbing. Internal data, smaller datasets and Freedom of Information requests can all be valuable if used properly. The real skill is in interpreting what the data means, not just reporting it.
At Hatch, we’re all about insight driven creativity, taking those nuggets of data and transforming them into stories that are not just relevant but meaningful to their audiences.
Visibility is more fragmented
The days of purely seeking out ‘do follow links’ are gone, and while authority links still prove beneficial, they are no longer the only goal when it comes to visibility in search. AI tools pull from a wide range of sources, meaning relevance and breadth of coverage are increasingly important.
While storytelling remains consistent, distribution is changing quickly. Ryan Law discussed AI search and the changing nature of visibility.
He touched on how formats play a role; YouTube for example performs strongly because of its transcripts, which makes its visual content searchable (we won’t mention its ties with Google). Listicles and blog-style content also align well with how AI surfaces information.
PR needs to think more broadly about where content lives, not just aim for a handful of top-tier placements.
Trust is the real battleground
As content becomes easier to produce, trust becomes harder to earn.
This came through strongly in the journalism panel, where concerns around accuracy and fake experts were front of mind.
Journalists are becoming more cautious about who they work with – access to real expertise matter more than ever.
For PRs, that means:
- Offering genuine spokespeople, not just names
- Being available for interviews, not just written quotes
- Providing strong supporting assets such as imagery or case studies
At the same time, some things are not changing. Relationships still matter and journalists still value face-to-face interaction and thoughtful, well-targeted outreach.
Interestingly, some traditional outputs are losing relevance. Infographics, for example, are far less in demand, with many publications choosing to create their own.
A reset, not a reinvention
The narrative around AI suggests PR needs to completely reinvent itself, but in reality, the shift is more about adaptation.
Search behaviour is evolving and distribution is more complex. Content formats are changing, but the fundamentals remain the same; strong ideas grounded in real insight and stories that connect with people.
In a landscape where content is easier than ever to produce, the work that stands out will be the work that feels the most human.
If you want to chat about PR in more detail reach out at hello@hatch.group
