Media Relations in 2026: What’s changed, and how communicators must adapt

Note: I’ve engaged in media relations in previous roles, so I appreciated this overview from IABC Toronto on how the field is evolving. The piece highlights the continued importance of earned media, targeted pitching, strong journalist relationships, and making stories as relevant and useful as possible.

As an IABC DC Metro board member, I also value insights shared by fellow chapters. They help strengthen the broader communications community and move the profession forward.

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Media Relations in 2026: What’s changed, and how communicators must adapt
By Jacqui DeBique, SCMP®
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Media relations is experiencing a profound shift in 2026. At a recent webinar presented by IABC/Toronto’s Professional Independent Communicators, a panel discussion unpacked the forces reshaping earned media and what communicators must do to stay effective.

Three media relations specialists — Masha Mikey (she/her), Jacob Robinson (he/him) and Natalia Smalyuk (she/her) — joined moderator Trish Tervit (she/her) to deliver a clear message: the fundamentals still matter, but the bar has never been higher.

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