Top 15 PR Trends in Romania in 2026

In 2026, PR in Romania enters a stage where simply “being present” is no longer enough. You must be relevant, credible, and consistent across all channels. Pressure on results is increasing, integration with digital is becoming mandatory, and quality is no longer a differentiator but a minimum standard.

At Lighthouse PR, these are the trends we see most clearly shaping the market in 2026, based on client conversations, newsroom feedback, and the evolving expectations around PR.

1. Media relations remains the most AI-resistant area
AI can write copy and conduct fast research, but it cannot build real relationships. In Romania, media relations runs on trust, and trust is built over time through consistency, transparency, and strong delivery. In most cases, this means years of being a predictable, reliable partner for journalists.

In 2026, the differentiator is who can be consistent, not who can send an email the fastest.

2. Layoffs in agencies and media impact pace, budgets, and execution
Economic pressure is felt across the industry. Teams are smaller, and projects are more numerous. This creates two realities: agencies face higher pressure to be efficient and prioritise well, while brands increasingly need partners who can deliver clearly, in an organised way, and without friction.

3. Romania is no longer a lowest-price market
A clear shift is visible: companies are more willing to pay for quality, fit, and predictability. It is no longer just about deliverables, but about working principles, shared values, and how well the agency integrates into the internal team.

4. Media relations performs best when integrated with paid and SEO
Earned media alone is harder to scale and sustain in terms of impact. When embedded in an integrated system with paid and SEO, efficiency increases: earned builds credibility, SEO ensures longevity, and paid drives fast distribution to the right audiences.

5. Awards and rankings remain a reputation accelerator
Romania continues to be a market where external validation matters. Awards, rankings, top lists, and “best” titles have real impact on reputation and business, from recruitment to pitching and positioning.

6. PR increasingly comes bundled with large corporate events
Large-scale events remain a key priority for many companies. Here, PR means orchestration: guests, media, logistics, сценарии, partners, visibility, and follow-up. Standards are rising, and communicators must master event management as well as messaging.

7. Customised content for each publication becomes the rule
Generic materials and “copy-paste” pitches are filtered out quickly. In 2026, winners are those who truly adapt a topic: angle, headline, context, data, and relevance for each publication’s audience.

8. Print continues to decline, with little chance of recovery
Print keeps shrinking. Opportunities are fewer, competition is higher, and selection is stricter. If you target print, you need strong topics and angles that genuinely deserve limited space.

9. Radio is not a major media relations channel in Romania
Compared to other markets, radio does not play a central role in classic media relations. There is audience reach, but earned editorial opportunities are rarer, and collaborations often shift toward partnerships or commercial packages.

10. Free podcast opportunities are rare and often come with conditions
Podcasts are professionalising and monetising. Pro-bono opportunities are limited, and participation must be strategic: clear objectives, the right spokesperson, strong messaging, and a serious amount of preparation.

11. PR aligns more closely with business and marketing strategies
In 2026, PR is less of a “visibility department” and more of a business tool. This means PR plans start from organisational objectives: growth, launches, category leadership, reputation management, risk reduction, and supporting sales through credibility.

In practice, we increasingly see clear demands for KPIs, reporting, marketing integration, and alignment with commercial calendars, not just media agendas.

12. Integration of PR with public affairs, ESG, and HR/employer branding becomes mandatory
In Romania, reputational risks and opportunities come from multiple directions at once. In 2026, PR can no longer operate in silos, because messages meet in the same marketplace: media, social platforms, employees, communities, institutions, and NGOs.

This drives the need for alignment between:

• Public affairs and institutional communication, especially in regulated industries.

• ESG and sustainability communication, with a focus on proof, data, and consistency.

• HR and employer branding, in a market where talent and culture are public topics.

• Internal communication, which becomes a direct extension of external reputation.

Brands that manage to maintain a unified voice across these areas are the ones that earn trust, not just attention.

13. More focus on proof, less on promises
Media and audiences have lower tolerance for generic claims. Messages that perform are backed by concrete examples, data, and results. This also protects brands in crisis situations or when facing accusations.

14. Crisis preparedness becomes part of everyday PR
Against the backdrop of disinformation, cyber incidents, and polarisation, companies start treating crisis preparation as routine: procedures, roles, simulations, templates, monitoring, and response times.

15. Increased pressure on measurement and efficiency
In 2026, PR must demonstrate impact: share of voice, quality of coverage, reach, traffic, indirect conversions, sentiment, reputation indicators, and business outcomes. Not just “we got coverage”.

Conclusion: PR shifts from execution to integrated strategy

At Lighthouse PR, our conclusion is simple: in 2026, PR in Romania is no longer about “doing” communication but about building a coherent system that delivers results. Real relationships, high-quality execution, and alignment between external, internal, and institutional communication make the difference.