Gábor Jelinek, Executive Director of the Public Relations Global Network, joins us to discuss emerging trends and PRGN members' predictions for the public relations industry in 2026.

Starting with a look back at last year's predictions, Gábor points out the continuities and new developments in global communications. He specifically notes the impact of AI in PR, its role in reshaping how agencies work, and its implications for measurement, crisis management, media relations, and agency operations.

Gábor also talks about the importance of human authenticity, the revival of live experiences, and the impact of mergers and acquisitions, offering a comprehensive view of the challenges and opportunities in the year ahead.

Key Takeaways

1. AI continues to gain traction, moving beyond a mere tool to a strategic component in public relations, influencing media relations and crisis management.
2. Agencies must navigate new ethical, operational, and security considerations as AI reshapes traditional practice.
3. Despite technological shifts, the PR practitioner's role as a trusted business counselor remains pivotal to navigating uncertainty and strategic planning.
4. As global mergers in PR create potential conflicts, opportunities arise for independent agencies to provide personalized and focused client service.

About the Guest

As the Executive Director of PRGN, Gábor Jelinek is the engine of the global agency network. His versatile role covers both strategic and operational assignments. Gábor is the number one support of the President and the Executive Committee of PRGN, while he often serves as the face of the network when it comes to marketing, business development or new member recruitment. At the same time he makes sure the operations of PRGN run smoothly and member needs are served and supported.

With 15 years of agency management experience and ten years in business journalism prior, Gábor equally understands the factors that make agencies successful and the rapidly changing communications and media environment in which they all operate.

Gábor enthusiastically seeks to learn about different cultures and people which makes PRGN his native home bringing together 40+ nationalities and people with diverse cultures and languages.

More than 1,000 clients across six continents depend on the combined resources of the Public Relations Global Network to deliver targeted public relations campaigns in more than 80 markets around the world. With revenues of more than US$100 million, PRGN is among the world’s top five public relations networks. PRGN harnesses the resources of 40 independent public relations firms, 50 offices and more than 800 communications professionals to connect international companies and organizations with individual and culturally diverse markets globally.

About the Hosts

Abbie Fink is president of HMA Public Relations in Phoenix, Arizona and a founding member of PRGN. Her marketing communications background includes skills in media relations, digital communications, social media strategies, special event management, crisis communications, community relations, issues management, and marketing promotions for both the private and public sectors, including...