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While a great relationship with an editor might get your pitch read, it doesn’t guarantee coverage – that is where the hard work comes in. Spending time crafting pitches tailored to an editor’s specific beat and interest sets PR pros up for the best opportunity to have clients interviewed or featured. Working closely with clients to ensure their stories weave naturally into newsworthy moments and trending conversations is key.

As the news landscape moves faster than ever, newsrooms grapple with layoffs, and new content mediums emerge, PR pros need to be ever vigilant as to where opportunities reside. Q4 is an excellent time for PR agencies to reflect on their 2025 goals, successes, and challenges, and to counsel clients on how they can stay relevant heading into 2026.

Below are four critical areas where PR people should be guiding their clients:

1. Have a Unique POV or Tangible Proof Points

Reporters don’t want to hear your client echo the same thing every other company in your industry says; they want unique commentary. A strong and differentiated point of view or proof of impact, such as a customer case study or data, can be the difference between top-tier inclusion and a pitch that lands flat.

2. Respect the Speed of the Media

When a story breaks, the media doesn’t wait. If your client isn’t ready with a comment or a compelling take within minutes, the opportunity can vanish as quickly as it appeared. Rapid response, especially in top-tier media, can be incredibly effective when done correctly. To prepare, PR pros should discuss what topics clients can provide quick thoughts on, the best times to reach them, and the expectations and time commitments of a rapid-response program.

3. Embrace AIO and GEO

AI is fundamentally changing how companies can be found – and PR is playing a big role in that. When your clients’ prospects give tools like ChatGPT or Perplexity prompts such as “what is the best enterprise CX platform” or “what are the best family-to-school communications platforms,” the results often highlight articles in high-value media where your client may have shared expertise or been featured for offering relevant solutions.

PR pros should also guide clients to pursue media opportunities in both leading industry outlets, as well as publications that frequently appear in AI-driven searches. When paired with AIO/GEO-focused blog posts and thought leadership on LinkedIn, this strategy helps enhance company visibility and credibility.

4. Bring a Positive, Solutions-Oriented Attitude to Every Opportunity

Successful PR partnerships thrive on collaboration and trust with the client. This includes listening to the clients needs, understanding what matters to them, and bringing a can-do attitude, while also setting realistic expectations. Saying “yes” doesn’t need to feel like an overpromise; it should mean offering practical solutions, creative approaches, and a steady optimism that keeps the momentum going.

Heading into 2026, the agency-client partnerships with the most value will be those that blend strategic foresight with positive and practical execution. By helping clients define their unique POVs, prepare for the speed of the news cycle, and optimize for AI-driven visibility, PR pros can keep their clients relevant and visible.

To learn more about how Zer0 to 5ive can help drive visibility and industry leadership for your company drop us a line.