Five Myths About Content and Communications in 2026

We meet with a LOT of prospective clients, and every lunch meeting, Zoom call or coffee talk is different. But lately we've noted a running theme – that old myths about our industry are back with a fresh new angle thanks to the age of AI.

If you're hiring an agency for the first time or choosing a new firm through the agency review process, read this article before you sign. Our roundup of myths about content and communications in 2026 just might save you time, energy, money, and frustration.

1 - “Communications is not my priority. I’m a small business owner!”

In you're running a small business and you talk, type or ask someone else to do it on your behalf, then communications should be a priority. Comms pros can help you know what to say, when to say it, and who to tell. That applies to customer service, internal team communications, social media messaging, investor relations and talking to the press.

2 - “If I have bad press, I can just use SEO/GEO to fix my search results.”

Managing a brand reputation crisis after it has happened is far more difficult than proactively working to avoid the situation in the first place. And, it can be costly. (So, while you can bury bad search results, the effort may come with a steep price tag.) Communications pros are brand guardians and can help you stay out of the wrong spotlights.

3 - “The news media is dying, so paying a PR pro to do media relations is a waste of money.”

It's true that the media landscape has changed dramatically over the last decade. And legacy outlets are struggling to stay afloat as trust in the press hits an all-time low. At the same time, a new crop of editfluencers (part writer, part influencer/entertainer) has come on the scene. Think podcasters and social media voices. So, how do you reach them and negotiate brand partnerships that can actually boost your credibility and amplify your message? Simple - by working with a skilled publicist.

4 - “I don’t have to pay for content anymore. I have ChatGPT!”

Um, no. Don't believe us? Ask your attorney. The risks associated with AI-generated content can be significant, from hallucinations to copyright infringement.

5 - “PR is more expensive than advertising and I can only afford one or the other.”

You can do a mix of both. Instead of taking an always-on approach to marketing and comms – meaning, you're always doing all of it – think of your annual calendar as a chance to plan out tentpole moments for each. A leadership change may deserve a PR push, while a product launch might demand an ad buy.