Impact PR

  The PR landscape of 2026 is no longer about who can shout the loudest; it’s about who can listen the best and pivot the fastest. As AI settles into its role as a "strategic partner" and traditional media continues to fragment, the bar for what makes a "pro" has shifted from tactical execution to high-level strategic leadership. If you want to stay ahead of the curve this year, here are the essential skills you need to master. 1. Generative Engine Optimization (GEO) Move over, SEO. In 2026, people don’t just search; they ask. With 60% of searches ending without a click because AI summaries provide the answer upfront, PR pros must learn Generative Engine Optimization . The Skill: Structuring press releases, executive quotes, and brand data so that Large Language Models (LLMs) like Gemini and ChatGPT can easily "read" and cite your brand as a primary source. Why it matters: If an AI agent doesn't "know" your b...

  In the world of public relations, the "one size fits all" philosophy is a recipe for silence. Whether you are selling a high-tech SaaS platform to a CTO or a luxury skincare line to a college student, the way you build trust and visibility changes fundamentally. At Impact Public Relations , we have spent over two decades navigating these two distinct worlds. Understanding the nuances between B2B (Business-to-Business) and B2C (Business-to-Consumer) PR isn't just about knowing your audience—it’s about mastering the different psychological drivers that lead to a "yes." Here is a breakdown of the key differences and the strategies that drive success in each. 1. The Core Audience: Decision Committees vs. Individual Desires The most immediate difference lies in who is reading your story. ·          B2B PR: You aren't just reaching one person; you are reaching a "buying committee." According to Gartner, the average B2B purchase involve...