AI may have dominated the conversation in 2025, but it wasn’t the only shift forcing firms to rethink how they approach marketing and public relations. The continued shrinking of newsrooms, escalating advertising costs and heightened reputational risks were just a few of the issues impacting how professional services firms build visibility and credibility.
As the saying goes, if you’re not evolving, you’re dying. With that in mind, we’re taking a closer look at what we learned this year and how it will effectuate change in your marketing/PR programs for 2026.
Lesson #1: PR Is More Important Than Ever (and More Competitive)
Public relations emerged as the “golden child” of marketing, largely due to its growing influence on generative AI results and search engine optimization (SEO). Earned media placements not only contribute to Google’s EEAT program, but they increasingly shape how firms are cited, summarized and recommended by AI-driven discovery tools, often without users ever clicking through to a website.
At the same time, PR became harder to execute. Media fragmentation accelerated: outlets shuttered or further consolidated; reporters are covering multiple beats; and overall competition for coverage intensified.
What this means for 2026?
- PR needs to extend beyond the coveted Wall Street Journal quote. Don’t put all your eggs in one basket pursuing a single top-tier placement.
- Thought leadership, trade media coverage, owned content, social media amplification, speaking engagements and awards/rankings should all work together to build credibility.
- Firms that diversify their visibility efforts will outperform those chasing only “headline” wins.
Lesson #2: Owned Media Is No Longer Optional
With paid media costs continuing to skyrocket, firms are increasingly turning to owned channels: websites, blogs, newsletters, podcasts and social platforms they control. The firms with the strongest owned ecosystems are the least vulnerable to algorithm changes and rising costs.
What this means for 2026?
- Firms should invest in platforms they own and control. Ideally, you have a budget for earned, owned and paid media, but a good starting point is your owned channels.
- Owned content fuels PR, SEO, social media and business development simultaneously.
- A strong content foundation provides flexibility when budgets tighten or channels shift.
- Owned channels are becoming the “source of truth” for AI tools pulling background, expertise and positioning, making content quality and consistency even more critical.
Lesson #3: Omni-Channel Efforts Instead of Single-Channel Focus
A common issue we saw was over-reliance on a single channel, whether that’s social media, paid advertising or PR alone. Audiences don’t consume information in silos anymore. They encounter firms across multiple touchpoints, often simultaneously. If you’re only visible in one place, you’re effectively invisible elsewhere.
We heard a great analogy from Jason Kenyon with Brkthru Digital: Marketing should be like a kid’s toy ball vacuum cleaner. You need all the balls in your marketing mix available, popping and ready to go. Pick and choose from various channels for maximum visibility.
What this means for 2026?
- The most effective strategies are balanced rather than betting everything on one tactic.
- Instead of “everywhere at once,” aim for intentional distribution (e.g., 30% PR, 30% owned, 20% social, 20% paid). Pick the channels you can do well in and focus there.
- Visibility is maximized when channels reinforce each other, creating a cumulative impact.
Lesson #4: Your Reputation Is Not a Campaign — It’s a Constant
One big lesson: a crisis can happen to anyone and often without warning. Incidents like the Astronomer CEO alleged affair and similar events, demonstrated that reputational risk comes in many forms: cultural missteps, operational failures, employee issues and more. Trust is built over time, and it’s much harder to combat the negativity when you’re scrambling under pressure.
What this means for 2026?
- Reputation management must be proactive, not reactive.
- Transparency matters. Firms that respond quickly and openly can reduce speculation and media frenzy. Making a statement, even brief, can help control the narrative and protect your reputation.
- Firms should consistently highlight their culture, values, leadership and community involvement, not just services, to maintain a positive reputation and long-term credibility.
Lesson #5: AI and Technology Are Reshaping Everything (Duh)
As AI-generated content becomes more prevalent, audiences are increasingly drawn to what feels human, credible and genuine. Polished but generic messaging is easier than ever to produce—and easier than ever to ignore.
But AI didn’t just influence how content is created; it transformed how marketing and PR programs are tracked, measured and optimized. From analytics dashboards to sentiment analysis and media monitoring, technology now touches every stage of marketing. While AI is a powerful tool, it’s most effective when guided by clear goals and human judgment. Technology should support your marketing strategy, not eliminate human insight.
What this means for 2026?
- Authenticity is a competitive advantage. The most effective campaigns still require human touch with real voices, expertise and experience.
- Niche strategies like micro-campaigns, localized content and tailored thought leadership become even more important when marketing to target audiences.
- Marketing and PR measurement frameworks need to evolve beyond vanity metrics. Campaigns should focus on quality of visibility, not just quantity.
The more automated the environment becomes, the more valuable human perspective is in marketing.
Lesson #6: Legal Changes Demand Greater Oversight
In 2025, updates such as California’s SB 37, which amended attorney advertising rules, underscored the importance of compliance in marketing and PR. These changes expanded liability, imposed stricter disclosure requirements and introduced new penalties for violations.
What this means for 2026?
- Marketing decisions must be reviewed through a legal and ethical lens. Creative strategy needs to coexist with professional responsibilities.
- Firms can’t rely solely on marketing teams for compliance interpretation. You should have ethics counsel review everything. Ethics counsel should be part of the process, not an afterthought.
Lesson #7: Talent Recruitment Isn’t Enough
Talent recruitment remained a top priority in 2025, but forward-thinking organizations expanded their focus to employee retention and advocacy. Rather than always planning to replace professionals who leave for competitors, firms are investing in and supporting talent while they’re still part of the organization. This can include marketing, business development, mentorship and other initiatives that help employees grow and feel valued, strengthening both retention and the firm’s reputation.
Employees are influential firm ambassadors. Their voices on social platforms, in interviews and within the community carry authenticity and positive branding that firm messaging cannot replicate.
What this means for 2026?
- Marketing isn’t solely for bringing in new business. It should support both talent recruitment and retention. Happy employees drive stronger client relationships and ultimately help create a more successful firm.
- Highlighting internal culture, leadership and growth opportunities builds trust with candidates and current employees alike.
- Engaged employees amplify marketing and PR efforts organically.
Lesson #8: Measurement Must Tie to Business Outcomes (Not Just Marketing Outputs)
One shift that quietly accelerated in 2025 was client leadership asking tougher questions about ROI – not impressions, not clicks, but business impact. Marketing and PR teams are increasingly expected to connect visibility to revenue, pipeline influence, recruitment success or risk mitigation.
What this means for 2026?
- Firms need clearer attribution models, even if imperfect.
- Metrics like “share of voice,” “media impressions” and “engagement” should ladder up to business objectives such as lead quality, reputation lift, talent inquiries or reduced crisis exposure.
- Marketing leaders who can translate activity into business language will have more influence internally and more budget stability.
Lesson #9: Speed Is Now a Competitive Advantage
Speed increasingly separated firms that won visibility from those that missed opportunities. Whether responding to breaking news, regulatory changes or emerging trends, firms that could move quickly (and with confidence) earned disproportionate attention this past year.
What this means for 2026?
- Firms need streamlined approval processes for PR and thought leadership.
- Subject-matter experts should be prepped and media-trained before opportunities arise, not after.
- Being first (or early) often matters more than being perfect.
Lesson #10: Trust Beats Reach
In professional services PR, visibility shouldn’t be your only goal. The firms that stood out in 2025 weren’t the loudest or the most ubiquitous; they were the most trusted by the right audiences. As marketing channels multiply and impressions become easier to buy, trust has become the true differentiator. Broad visibility may inflate numbers, but being seen in the places your prospects and clients actually pay attention to matters far more than reaching a massive audience.
What this means for 2026?
- Your marketing and PR should prioritize trust-building over “going viral.”
- Focus on reaching the right audience of decision-makers.
- Invest in consistent, credible visibility within targeted publications, platforms and communities rather than broad, unfocused exposure.
Looking Ahead
Successful marketing and PR programs are no longer built on single tactics or short-term wins. They require integration, consistency, authenticity and adaptability. As we move into 2026, firms that invest in these areas, and do it consistently, will stand out from the pack while others continue chasing disconnected tactics.
Partner with a Trusted Marketing and PR Agency
Berbay Marketing & Public Relations has three decades of experience providing law, real estate and financial firms with strategic marketing and public relations services that propel your business forward. Berbay’s dedicated team has demonstrated success securing media placements, achieving nominations and rankings, revitalizing websites and social media, obtaining speaking engagements, and more.
Looking to grow your firm with a proven marketing and PR team? Contact Berbay at 310-736-9168 or info@berbay.com
By Megan Braverman, Owner & Principal, Berbay Marketing & Public Relations
Megan has led hundreds of successful marketing and PR campaigns for leading law firms, real estate companies and financial services organizations throughout the U.S. Under her leadership, Berbay was named the Top Public Relations Agency in The Recorder Best Of 2025 Awards, underscoring the agency’s reputation as the go-to partner for professional services firms seeking results-driven marketing and PR. Megan was also selected to the Los Angeles Business Journal’s LA 500 list, highlighting her as one of the region’s most influential executives.
