Did you get maximum utility out of your marketing and public relations efforts in 2025? Maybe you don’t know how to answer that question.
“New Year’s is the perfect time to take a look at your marketing and PR strategy and evaluate what’s working and what’s not,” says Elaina Verhoff, owner at Elaina V. Public Relations. “Maybe it’s time to shake things up and look at new communication channels that could reach your target audience more effectively. And don’t forget to dream big.”
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Setting New Year’s resolutions for marketing and public relations efforts helps businesses refocus, set measurable goals, embrace innovation, and adapt strategies to shifting audience expectations — fueling visibility, engagement and long-term growth in 2026 and beyond. It’s an opportunity to build momentum, enhance storytelling, and align outreach with evolving brand priorities and market trends. Here is some advice from Arizona-based marketing and public relations experts to help guide your marketing and public relations resolutions for 2026.
Andrea Aker, CEO and president of Aker Ink: “AI is rewriting the rules of marketing. Visibility within generative AI platforms like ChatGPT and Gemini is becoming increasingly paramount for new awareness, leads and thought leadership. In 2026, leaders should prioritize initiatives that boost AI visibility, namely through the integration of digital marketing, content and traditional public relations strategies.”
Jennifer Adler McLaughlin, founder and CEO, Adler Public Relations: “In 2026, Arizona business leaders should resolve to invest in PR and brand awareness consistently, not just for big announcements or when launching something new. In today’s AI-driven world, earned media hits are more than just good press. They directly influence what shows up in ChatGPT responses and other large language models. Proactive media coverage helps shape your reputation, amplifies your community impact, builds trust and credibility. Make this the year you intentionally position yourself as a respected subject matter expert, lead with authenticity and secure the press your brand deserves.”
Kristi Dale, vice president of account service at Flutter Public Relations: “With so much AI and propaganda filling news streams these days, it’s more important than ever for brands to lean into crafting authentic messaging and building genuine connections. Great brands don’t need flash and gimmicks; consumers are aligning with companies producing real, relatable, believable content – and they’re blasting those that lead with less.”
Stacey Johnes, managing director of public relations at LAVIDGE: “Trust is at an all-time low. Business leaders must communicate with transparency, using every touchpoint as an opportunity to acknowledge concerns, explain the ‘why’ behind decisions, and deepen connection. This is not simply a ‘nice to do’ — it is how marketing earns belief, builds loyalty, and drives real business outcomes.”
Christina Kolomitz, director of public relations at The James Agency: “In 2026, business leaders should see PR pros as strategic partners, not just media matchmakers. The best results come when PR guides the bigger picture while shaping messaging, aligning teams and building trust that lasts longer than a headline. Real brand impact starts with strategy, not just stories.”
Chase Lane, CEO of LT: “With 78% of companies worldwide experimenting with AI in 2025, 2026 should be the year Arizona businesses learn to turn it into a competitive advantage. The most successful will use AI to scale and streamline marketing and PR – while relying on real people for the insights, empathy, and human perspective that truly connects.”
Beth McRae, founder, The McRae Agency: “I highly recommend that business leaders get familiar with what AI can and can’t do for their businesses. We use it liberally to give us a good starting point for assignments but don’t rely on it fully. It’s very important to have the human touch on everything we do. We’ve all heard about the situations where people in the legal field have used AI to their demise, using it to cite cases that don’t actually exist. We put our eyes on everything before it goes out into the public realm, no matter what. We have a duty to present accurate information that is not 100% AI generated.”
Robyn Patterson, founder and president, Mack Media Relations: “Make 2026 the year of authentic, community-driven storytelling. Real connection is what sets Arizona brands apart. Share how your business supports community initiatives, addresses local challenges, and contributes to growth. In a world of AI noise, authenticity builds trust, loyalty, and long-lasting brand equity that no algorithm can replicate.”
Tim Riester, founder and CEO of Riester: “Be bold. Be creative. With a dramatic increase in AI usage predicted for 2026, marketing will become even more homogeneous. Business leaders who are bold and uniquely creative with their marketing and public relations will be the most successful. In fact, creativity generates four times the amount of revenue versus a conservative marketing approach.”
Charlotte Shaff, owner of The Media Push: “Creativity and authenticity are more crucial than ever in PR. Currently, we are seeing media opportunities diminish and AI-generated content is on the rise. For 2026, I recommend clients focus on strengthening, deepening and nurturing relationships with audiences, in the community and with local media, rather than pursuing every media outlet and social media platform in the marketplace. Thought leadership and consistency will help build lasting credibility and serve brands and businesses well in the year ahead.”
