But visibility isn't the same as authority and that distinction matters now more than ever.

Visibility doesn't build reputation and it definitely doesn't convert high-level clients and customers. The visibility mantra of 2025 has got many founders stuck on a hamster wheel that isn't doing anything to build their trust and credibility.

As we head into 2026, authority-building and PR shouldn’t be a tick boxes on your to do list, they need to be engrained into your core business growth strategy.  A number of colliding factors are going to make PR integral to your growth.

The age of AI search

Credibility is key as we move into a new era of search defined by AI (as opposed to SEO rankings). AI search aggregates authority markers such as press features, podcast appearances, speaking gigs and thought leadership (as well as other credibility pieces such as accreditations, awards and industry recognition. Being featured, quoted and talked about is how you’re going to get recommended by AI. If you're only visible on your own channels, you're invisible to AI.

The trust recession

We’ve seen a more sceptical consumer emerge in 2025. They’ve been burned by courses that didn’t deliver, “gurus” who overpromised, and products that underperformed. They’re done with hype. But don’t panic. This creates an advantage for founders and experts who are genuinely brilliant at what they do. But only if they can prove it. Those who invest in long-term trust building will be the ones that have staying power. Third party endorsement accelerates trust in a way that your own marketing can’t. When a respected publication, podcast host or industry expert introduces you to their curated audience, you’re being positioned as a credible go-to. That’s PR’s superpower. 

The depth renaissance

“Depth” is a word we’re going to be hearing a lot more of in 2026. Eight-second Reels or a pithy LinkedIn post aren’t enough anymore. Not for the high-ticket clients and customers you’re after. They want to understand your approach, how you work, why you do what you do, they want to know what makes you different. They want to know your highs and lows. PR gives you space for depth: the long-form podcast interview where you can explain your philosophy, the magazine feature that tells your story properly, the industry stage where you can demonstrate thought leadership.

How to build authority in 2026

Do the positioning work first (you’ll be amazed to see what happens)

Before you start pitching yourself for features and speaking gigs, get brutally clear on your positioning. What specifically do you want to be known for?

Most founders think they know, but here's the test: if a journalist asked you right now "So what makes you different from the 50 other [your industry] experts I could interview?", could you answer in one compelling sentence? If you're not clear or able to articulate this succinctly, your positioning isn't tight enough. And if you can't articulate it clearly, neither can anyone featuring you.

Get featured in places your clients already trust

Deep-diving into your philosophy, storytelling, and your highs and lows are what’s going to attract people into your world. The podcasts, the magazine and newspaper features, other people’s communities, the industry stages, the collaborations. Places you can have meaningful conversations. People are paying premium prices for expertise, not quick fixes; audiences are becoming more discerning about who they trust.  Endorsement from a third party accelerates this in a way that paid ads and emails owned by you just can’t.

Build your personal profile

The founders who get known for what they do – not for their ego or vanity’s sake but through consistent, credible positioning – will be the ones that stand out. This is where you can have impact that’s bigger than the sum of your parts. This means being willing to share your perspective, even if it goes against the grain. It means having a point of view. It means stepping up and taking the action to be seen by the right people in the right places.

Creating authority-owned content  

Podcasts, thought leadership initiatives, putting your head above the parapet and making it clear what your views are on industry-relevant ideas. One of my Accelerator clients launched a series of white papers and hosted round-table and networking events based on the findings last year. It was substantive research that positioned her as a thought leader and generated speaking opportunities, partnership requests and led to high-value client. That's the kind of work that builds long-term authority.

Social media will always have a place in your marketing mix. But if you're spending all your time and energy battling algorithms that won't play ball, your energy is being used up in the wrong place. 

Authority – the kind that comes from being featured, quoted and recognised beyond your own channels – is the asset that compounds. It's what gets you recommended by AI, trusted by sceptical buyers and sought out by the clients who can afford to pay for real expertise.

In 2026, visibility might get you seen. But authority will be what gets you chosen.

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