Rachel O'Connor
18 Jan 2026
For years, the "Visibility Game" was simple: hire a PR agency, land a few mentions in traditional glossies, and watch the traffic flow. But as we move into 2026, that game is being rewritten by two massive forces: the collapse of the traditional newsroom and the rise of AI-mediated discovery.
The Squeeze: AI Search and Shrinking Newsrooms
The Reuters Journalism, Media & Technology 2026 report highlights a "dual threat." AI-driven "answer engines" are diverting traffic away from traditional sites, providing instant answers that never require a click-through. Simultaneously, newsrooms are shrinking, and the journalists who remain are prioritizing distinctive, expert-led narratives over generic product news.
For brands in luxury, specialist, or high-stakes sectors, this is a risk to your top-of-the-funnel visibility. If an AI doesn't see you as an authoritative source, you simply won't exist in its answers.
Grounded Advice: Moving from Output to Intelligence
So, how do we respond? It isn't by "doing more" of the same. It’s about a structural shift in how we communicate. As Stephen Waddington of Wadds Inc. notes, high performance now depends on a shift from "output craft" to "organisational intelligence."
Here is how I am advising my clients to build that authority today:
• Build Your Own Newsroom: Don't wait for a journalist to tell your story. Brands with strong editorial capabilities will become the new authorities. By creating high-value content, you reduce reliance on shrinking external media
• Focus on "Direct-to-Audience" Channels: The rise of expert-led platforms like Substack is a decisive shift. These channels allow for a conversational, deep-dive approach that AI cannot easily replicate
• Use AI as a Partner, not a Replacer: AI is excellent at summarizing, but it cannot think critically or offer credible counsel. Use it to scale your reach but keep the "human face" and expert voice at the centre
Looking Ahead: The Trust Factor
This transformation is only one half of the equation. The other half is Trust.
In my next update, I will be reviewing the latest Edelman Trust Barometer alongside these media shifts. Understanding who your audience trusts—and why—is the final piece of the puzzle. I will be updating my board-level advice to integrate these insights, ensuring your strategy is not just technologically ready for 2026, but fundamentally grounded in credibility.
The Bottom Line
In 2026, expertise and trust are the new currency. The brands that build their own editorial ecosystems and direct-to-consumer channels early will own the discovery phase.
The landscape has changed. Are you ready to become the authority your audience is looking for?