Thought leadership builds credibility

Here we go, heading into 2026. Changes are coming at PR pros faster than they can keep up. 

But, what should we really focus on? What trends deserve our attention? And which ones should we adopt a wait-and-see approach for? 

My guest, Bill Byrne of Remedy Public Relations, is with me to discuss what to expect as we hurdle into the new year. 

Whether you’re in B2C or B2B PR and comms, we’ll cover the insight you need to get ready for what lies ahead. 

Overview: 

In the final episode of 2025, PR Explored host Michelle Garrett, a PR consultant, author, and writer, welcomes guest PR veteran Bill Byrne. 

The episode delves into the transformative trends in public relations, discussing the impact of AI on PR practices, the enduring value of press releases, the integration of thought leadership, and navigating the evolving media landscape. 

Michelle and Bill highlight the importance of consistent PR efforts, the role of various media types including niche media and Substack newsletters, and the need for creating credible, valuable content. 

They emphasize building long-term relationships with the media and the criticality of trust in communication strategies. 

The discussion also touches on the challenges and opportunities posed by AI-driven search, the resurgence of press releases, and strategies to adapt to changing PR dynamics. 

As the industry moves forward, the episode encourages brands to be proactive, stay informed, and embrace comprehensive PR audits to effectively target their audiences.

00:00 Introduction and Welcome

00:28 Meet the Guest: Bill Byrne

00:40 Holiday Festivities and Personal Touches

01:30 Bill Byrne's PR Journey

03:24 PR Realities: What Won't Change

16:20 AI and PR: The Deep Fakes Issue

32:01 The Power of Consistent Content in B2B PR

32:28 The Importance of Building a Deep and Clear Trail

33:01 Creating News Beyond Product Announcements

35:20 The Role of AI in PR and Media Relations

37:10 Navigating the Media Landscape: Newsletters and Niche Media

45:40 The Resurgence of Press Releases in the AI Era

57:43 The Value of Thought Leadership in Building Trust

01:02:31 Final Thoughts and Future Trends in PR

Show notes: 

Bill Byrne on LinkedIn: https://www.linkedin.com/in/billbyrne/

Remedy Public Relations: https://remedypr.com/

Follow the host:

Website: www.michellegarrett.com

LinkedIn: https://www.linkedin.com/in/prstrategist/

YouTube: https://www.youtube.com/@PRisUs

X/Twitter: https://x.com/PRisUs

Threads: https://www.threads.com/@prwritergal

Michelle's book - B2B PR That Gets Results - is available now

Book a no-obligation call to talk about your needs here.

About the host: Michelle Garrett is a B2B PR consultant, media relations consultant, writer and author of B2B PR That Gets Results, an Amazon Best Seller. She helps companies create content, earn media coverage, and position themselves as thought leaders in their industry. Michelle’s articles have been featured by Entrepreneur, Content Marketing Institute, Muck Rack, and Ragan’s PR Daily, among others. She’s a frequent speaker and podcast guest on public relations and content. Michelle has been repeatedly ranked among the top ten most influential PR professionals.