How to build a PR strategy to support business growth in 2026

As we move into 2026, businesses face a challenging landscape, shaped by economic uncertainties, AI-fuelled digital transformation, recruitment struggles and an ever-faster media cycle.

For leaders, business development and marketing teams at ambitious companies, a focussed and robust PR and communications strategy can be a core driver of business growth, even if the waters are choppy.

Growth-focussed communications demand more than a news release and media coverage. To stand a chance of delivering results that matter, they must be integrated with brand positioning, the digital landscape and the wider strategic ambition of the business.

Here is how leaders and teams can approach building a PR and communications strategy fit for growth in 2026 – and beyond.

1. Align with business goals

The foundation for any successful PR and communications strategy is alignment with the wider business plan. All too often we see examples of a PR programme going through the ‘typical PR motions’ and achieving ‘nice-to-have’ results.

Whether your business is targeting new sectors, launching a new service, building a reputation for being a great place to work or seeking investment, your communications need to directly support these objectives. By establishing a clear focus and goals and linking them to measurable communications outcomes, you create a strategy that is impactful and accountable.

Ensure your leadership team play a part in shaping the PR strategy too. If they are engaged from the start, it ensures relevance to your ideas and campaigns

2. Review your audience profile and strategy

Knowing your audience remains central to effective communications. Growth can stall if a business is speaking to the wrong people in the wrong way. Taking the time to understand your clients, employees and other stakeholders – and how they consume information – allows you to refine your message and channel strategy. Audience profiling should be revisited throughout the year because priorities and behaviours change.

3. Refine your brand communications assets

While this may be a different strand of your marketing mix or department, your PR and communications machine needs a strong set of brand assets to support it. This extends to having a clear and consistent brand identity, a tone of voice that reflects your values and supporting elements such as photography and case studies.

Just as important is your owned content with your website and digital channels acting as the ‘home’ of your story. A successful PR and communications programme will lead to more eyeballs on your owned channels and if they are not up-to-scratch, it may undermine your efforts.

4. Make sure your leaders are on message

In today’s world, leaders are expected to be visible and knowledgeable. Clients, employees and influencers all look to the people at the top as the embodiment of an organisation and what it stands for. Ensuring your senior ambassadors are aligned on key messages is important. If your senior people have regular engagement with the media or speak at events, media training and briefing sessions are a worthwhile investment. When leaders are engaged and on message, they can be a big PR asset.

5. Make sure your search strategy is aligned

Again, this might be run by a separate team or agency, but your PR strategy needs to run hand in hand with your search strategy. This is more important today when PR efforts are making a significant contribution to AI search results through online coverage.

As part of a search-led PR strand, create content around the questions your clients are asking, building authoritative backlinks. By integrating SEO into your communications approach, you extend the reach and impact of your PR and comms investment, turning visibility into increased traffic and the right new enquiries.

6. Be consistent

As George Washington said: ‘Every mickle makes a muckle’. That means small things add up.

Having a well-planned programme that is consistent across the weeks and months can add up to having a trusted and memorable brand, and a growth in your community. This is vital when working in the B2B arena as ‘buyers’ only take action after multiple interactions with a brand.

By maintain a consistent rhythm and reinforcing the same themes across different channels, you build real momentum in your growth efforts.

7. Keep it fresh

Finally, no strategy should remain static. The pace of change in today’s world demands regular reflection and refinement. Tracking progress against objectives, reviewing sentiment and gaining feedback all allow you to stay ahead. Businesses that are willing to refresh and adapt their approach will be best placed to sustain growth.

Freshfield has been devising and delivering high-performing PR and communications programmes for growing businesses for over 25 years. For more information about PR for growing businesses service, visit here. If want to discuss a project, contact our team today