As nonprofits look ahead to 2026, the communications landscape continues to evolve. Newsrooms are leaner, audiences are more discerning, and digital channels are more crowded than ever. At the same time, opportunities for meaningful visibility and connection remain strong for organizations that approach storytelling with strategy and intention.

Based on what we are seeing across the industry and through our work with many nonprofit clients, here are several public relations and communications trends nonprofits should be thinking about as they plan for the year ahead.

Earned Media Still Matters, but Strategy Is Essential

Despite the changing media environment, earned media remains one of the most powerful tools nonprofits have to build credibility and awareness. What has changed is how stories need to be framed.

Reporters today are looking for relevance, context, and impact. Straightforward announcements are less likely to break through on their own. Stories that connect to broader trends, highlight real people or explain why an issue matters right now are far more effective.

For nonprofits, this means thinking beyond what happened and focusing on why it matters, and being ready to serve as a knowledgeable, reliable source when journalists are digging deeper.

Storytelling Over Announcements

Audiences respond to stories, not just information. In 2026, strong nonprofit communications will continue to center lived experience, community voices and measurable impact.

Milestones like anniversaries, grants, and program launches are still important, but they are most powerful when used as entry points to deeper storytelling. A recent example is the pro bono support our team provided to help elevate the 100th anniversary of the Cass Technical High School Harp Program, the oldest harp education program in the nation.

Rather than focusing solely on the milestone, the communications effort highlighted the program’s legacy, student impact and role in arts education. That approach resulted in meaningful earned media coverage, including a front page, top of the fold feature in the Detroit Free Press.

Stories like this demonstrate how nonprofits can use key moments to tell richer, more resonant stories that connect with both media and the broader community.

Integrated Communications Are No Longer Optional

Public relations does not live in a silo anymore. The most effective nonprofit communications strategies integrate earned media with social media, newsletters, websites, and visual storytelling.

A strong media placement can be amplified through digital channels, shared with stakeholders, and extended well beyond a single news cycle. Consistent messaging across platforms builds trust and reinforces credibility.

In 2026, nonprofits that take a coordinated, integrated approach will be better positioned to extend the life and reach of their stories.

Trust, Clarity, and Preparedness Matter More Than Ever

Nonprofits operate in an environment where transparency and accountability are critical. Clear messaging, thoughtful communications planning, and responsiveness help organizations build and maintain trust with stakeholders.

Whether navigating organizational change, responding to community needs or addressing unexpected challenges, being prepared rather than reactive makes a meaningful difference. Strong communications can help organizations maintain confidence and credibility, even during moments of uncertainty.

Thought Leadership Is a Powerful Differentiator

Increasingly, nonprofits are recognized not just as service providers, but as subject matter experts and community leaders.

Executive voices, program leaders, and frontline experts can play an important role in shaping public conversation through interviews, commentary, and opinion pieces. Thought leadership helps elevate an organization’s profile, supports fundraising and partnerships, and reinforces its role as a trusted voice on key issues.

AI as a Tool, Not a Replacement for Strategy

One of the most talked about trends heading into 2026 is the growing role of artificial intelligence in communications. For nonprofits, AI presents real opportunities but also important considerations.

AI can support efficiency by helping with content drafts, social media planning, media monitoring and analytics. Used thoughtfully, it can help teams do more with limited resources.

At the same time, AI does not replace strategy, relationships or human judgment. Ethical use, accuracy, and oversight remain essential, especially for mission driven organizations. The most effective approach is one where AI supports communications work, while people remain firmly in control of messaging, storytelling and decision making.

Looking Ahead

As nonprofits plan for 2026, successful communications will be rooted in clarity, authenticity, and strategic storytelling. Organizations that adapt to changing media realities, embrace integrated approaches, and thoughtfully incorporate new tools like AI will be well positioned to strengthen visibility, trust and impact.

At Marx Layne, we work closely with many nonprofit clients to translate these trends into practical, effective communications strategies, helping organizations tell their stories in ways that resonate and endure.

If you would like to learn more or talk through how these ideas could support your organization, contact Michael Odom, Senior Vice President at Marx Layne & Company, at (248) 855-6777 or via email at modom@marxlayne.com.