Businesses are facing a communications environment that is changing faster than at any point in recent memory. From AI-driven search and shrinking newsrooms to rising expectations on leadership visibility, the rules around reputation, influence, and trust are shifting. For leaders and communications teams, understanding what is coming next is no longer optional.

In this episode of CRUNCH, HMC Director Heather Claycomb is joined by senior account managers Emma Letessier, Natalie Swart, and Vicki Jones to reflect briefly on four PR trends that shaped 2025, before turning their attention firmly to 2026. The heart of the conversation focuses on five PR forces the team believes will have the greatest impact on businesses this year.

Drawing on hands-on experience working with organisations across New Zealand, the discussion explores why earned media is regaining strategic importance, how AI search is changing what visibility really means, and why human, credible storytelling is cutting through more than ever. The team also examines the growing role of thought leadership in steering narratives, and the emerging risks around misinformation and deep fakes in an election year.

If you lead a business, manage a communications or marketing team, or advise organisations on reputation and influence, this episode will help you think more clearly about where to focus your effort in 2026, and how to build communications that stand up in a rapidly changing environment.

Key Takeaways:

• Earned media is regaining strategic value as AI tools increasingly rely on credible news coverage to assess trust and authority.
• AI search is now a core audience in its own right, influencing how long-form content, messaging, and visibility need to be planned.
• Media scarcity is raising the bar on storytelling, with human insight, strong angles, and clear evidence more important than ever.
• Thought leadership, when done well and consistently, is becoming one of the most effective ways to steer narratives and build credibility.
• Misinformation and deep fakes present growing reputational risk, particularly as New Zealand heads into an election year.

Companies mentioned in this episode:

• hmc
• ChatGPT
• Meta
• Andromeda
• New Zealand Herald
• Stuff
• Radio New Zealand
• TVNZ
• Sora
• Jeremy Carrasco

The way people search for companies and products online is changing.

This is part 2 in a two-part podcast series. In this episode our conversation explores communications tactics businesses can use to enhance their visibility within AI-driven searches. And the result will be greater engagement with your target audiences.

The HMC team talks about the importance of having a robust communication plan, which is the starting point to ensuring you have consistent and authoritative content on a variety of online channels. And when you do, AI search engines will find you and recommend you.

Takeaways:

• Brands must develop a robust communications strategy and online content plan to enhance visibility in AI searches.
• Understanding brand messaging and personality is crucial for differentiation in a competitive market.
• Engaging with online media with news stories and thought leadership can significantly improve AI optimization outcomes.
• Creating high-quality, human-centered content is essential for building trust with audiences and AI platforms.
• Leveraging partnerships to generate credible endorsements by third-parties can enhance a brand's online authority.
• Brands should actively seek out and respond to frequently asked questions to improve AIO and relevance.

Links referenced in this episode:

• wearehmc.co.nz

Companies mentioned in this episode:

• HMC
• ChatGPT
• Cloud Gemini
• TripAdvisor
• Instagram
• PR Institute of New Zealand

The landscape of online search is undergoing a profound evolution, as consumers increasingly opt to bypass traditional search engines like Google in favor of advanced AI platforms such as ChatGPT, Gemini, and Claude.

This evolution means brands must reconsider their digital presence, as large language models (LLMs) prioritise credible, consistent and authoritative content found on multiple platforms when making recommendations.

In this first episode of our two-part series, we delve into the nuances of these changes in consumer behavior, and talk about the criteria that AI employs to include brands in its search responses.

Furthermore, we provide a glimpse into effective tactics that companies can adopt to enhance their visibility in AI searches.

Join us as we lay the groundwork for a more detailed action plan in our second episode, where we will equip brands with helpful tactics to be found in AI search.

Takeaways:

• The landscape of online search is evolving as consumers increasingly prefer AI search engines over traditional search engines like Google.
• Large language models, such as ChatGPT and Gemini, prioritise credible and authoritative content when generating recommendations for users.
• Brands must understand that their entire digital footprint, from media coverage to expert commentary and more, directly influences their visibility in AI search results.
• A strategic communications plan with relevant digital tactics is a crucial first step in ensuring that brands are effectively pulled through in AI recommendations.
• As the reliance on AI for product comparisons grows, brands must adapt their content strategies to enhance their discoverability in this new environment.
• Our next CRUNCH episode is part 2 of this discussion and will provide actionable insights for companies seeking to enhance their presence in AI-driven search results.

Companies mentioned in this episode:

• HMC
• ChatGPT
• Gemini
• Perplexity
• Reddit
• Friends that Invest
• One NZ
• Briscoes