What Journalists Really Want in 2026

By Rose Olive

The media landscape has always evolved, but right now it's changing faster than ever. As Google continues to update its algorithms and audiences consume news across multiple platforms, journalists and PR professionals alike are having to adapt more frequently.

At our latest Learn & Burn session, we were joined by The News Generation to discuss what's really driving newsrooms in 2026, from Google Discover and click-worthy headlines to the growing importance of video and human-led storytelling.

Here are some of the biggest takeaways we discussed with them.

Google Discover is changing the news agenda

For many publishers, success is no longer just about homepage traffic. Increasingly, journalists are creating content with one goal in mind: appearing on Google Discover. Google Discover is the personalised news feed that surfaces content based on users' interests, which appears on your Google homepage or on your phone. That means stories are increasingly being written with Discover's preferences in mind.

Topics that consistently perform well on Discover include:

• High streets

• Gardening

• Staycations

• Hidden gems and local discoveries

Quite a random selection (!) but it does mean that brands have the opportunity to align campaigns to these subjects which can cross over with readers’ natural interests but also Google's algorithms. These subjects will likely change over time though, so it’s a good idea to keep monitoring the algorithm and the topics which seem to do well.

Relationships still matter

While technology continues to reshape the media landscape, one thing hasn't changed: strong relationships with journalists remain invaluable. A trusted relationship can make the difference between an email being ignored and a story being considered. But it's not just about knowing the right people, it's also about making their jobs easier.

Providing copy that's as close to publication-ready as possible can significantly increase your chances of coverage. Even seemingly small details, such as whether you write "percent" or use the "%" symbol, can save time in busy newsrooms. The easier you make it for journalists to publish your story, the more likely they are to do so.

The click is still king

We all know (and hate it) when you’ve been sucked in by a clickbaity headline. But curiosity-driven headlines continue to perform. Publishers still evaluate so much of their performance on clicks, and headlines that create a genuine curiosity gap remain highly effective. Google's algorithms also tend to reward engaging headlines that encourage readers to find out more. Of course, the headline still needs to accurately reflect the content, but crafting a simply irresistible opening remains an important part of successful digital PR.

Human stories are more valuable than ever

Data and research are still powerful tools, but they rarely stand alone. Publishers increasingly want a human angle that readers can relate to, making strong case studies more important than ever. Whether it's expert experience or a real-life case study, adding a human voice to campaigns helps transform statistics into compelling news. We’re so used to seeing real people talk about their everyday lives on social feeds, this is simply an extension of that.

Video is no longer optional

Many news organisations are expanding their social teams and hiring journalists specifically to create content for video-first platforms and for brands, and this means thinking beyond the traditional press release. Supporting campaigns with short-form video, social assets and visual content can make a story more attractive to publishers and help it travel further across multiple channels. 

And don’t forget that some publications also have very specific editorial preferences. For example, the Daily Express online is particularly receptive to weekend stories (something a great PR will know and have the contacts to reach.) Planning content with every platform in mind gives campaigns greater longevity and increases the chances of securing broader coverage.

The takeaway

The age-old rules of PR haven't disappeared, they've just evolved. Building relationships, telling compelling human stories and making journalists' lives easier remain as important as ever. But alongside those fundamentals, understanding Google's influence, planning for multiple platforms and embracing video are now essential parts of successful media campaigns. As publishers continue to adapt, the most effective PR professionals will be those who evolve alongside them.

Need help navigating your PR & Marketing strategy? Let’s talk! hello@visiblepr.co.uk