February 2026 digital PR trends writers should act on
AI now favors the writing style you already use: clear, structured, and loaded with facts. Google is turning down self-promotional listicles. And fake AI-generated experts are getting coverage-hurting trust for everyone.
Here's what matters, and how to write for it.
AI prefers PR-style writing (use it)
A recent analysis found that 44.2% of AI citations come from the first 30% of an article. The content most likely to be cited is:
- Definitive (clear answers, not hedging)
- Structured with questions and answers
- Entity-rich (people, places, brands, stats)
- Balanced tone (objective with a measured POV)
- Simple writing (clean sentences, minimal jargon)
In short: AI reads like an editor. Lead with the answer, then support it.
How to apply this in your next draft
- Front-load the key takeaway in paragraph one. Don't bury the lede.
- Use Q&A subheads to mirror how people search and how LLMs parse text.
- Pack entities: name the source, company, dataset, location, and time period.
- Write with a neutral core and brief, reasoned commentary.
- Keep sentences short. Replace abstractions with specifics.
If you want more practical workflows, check out AI for Writers.
Google is demoting self-promotional "best of" listicles
Self-ranked "best" lists that conveniently place the brand at #1 are losing search visibility. That means fewer shortcuts and more weight on credible, third-party validation.
Why this matters for writers
- Buyers still want comparisons. They just need transparent methodology and real criteria.
- Brands will look for press, expert quotes, and independent research to earn authority.
What to write instead
- Comparison pages with declared criteria, sources, and timeframes.
- Original research, datasets, and case studies that others will cite.
- Expert roundups with verified contributors and clear disclosure.
Align your content with Google's guidelines on deceptive practices: Search spam policies.
Fake, AI-generated experts are getting press-guard your credibility
Investigations have uncovered fake experts used to win coverage and links across major outlets. Industry bodies have responded, and some publishers are building "trusted" PR lists.
This hurts everyone. Writers get more friction when pitching, sourcing, and fact-checking. Audiences lose trust.
Source hygiene for writers
- Verify identity: reverse image search, professional profiles, and prior publications.
- Ask for verifiable credentials (employer domain email, licenses, past talks, datasets).
- Document quotes: store recordings, transcripts, and permission emails.
- Disclose affiliations and compensation where relevant.
- Maintain a "trusted experts" roster you can reuse and update.
For context on the ongoing issue, see Press Gazette.
Other updates worth your attention
- Which AI visibility metrics matter: Tracking average visibility in AI answers is useful. Tracking average position inside those answers isn't reliable. Set KPIs accordingly and don't overfit to noisy metrics.
- Microsoft's Publisher Content Marketplace: a new way to license premium content into AI products. Watch rights, revenue share, and whether your work is included-and paid for.
- Future Publishing's GEO services: publishers are selling campaigns aimed at AI visibility within their titles. Treat this like an experiment. Measure assisted traffic, citations, and brand lift-not just raw links.
What to do this week
- Rewrite two evergreen pages using an inverted pyramid and Q&A subheads.
- Add named entities and citations in the first 3-4 paragraphs of your top traffic posts.
- Build a one-page methodology template for comparisons and rankings.
- Create a verification checklist for expert contributors and enforce it.
- Switch your AI KPI to "percent of queries where we appear in AI answers." Drop "average position in answers."
- Log which outlets cite you most. Double down with updated data or a follow-up angle.
If you work closely with comms teams, you might also find AI for PR & Communications useful.
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