Digital PR is gaining traction, with a notable shift towards tactics that emphasize expert commentary, data-driven content, and press releases. The percentage of professionals using press releases has surged from 72.8% to 85.1%. New tactics like crisis communications (34.5%) and community management (16.2%) are also emerging, reflecting the growing complexity and maturity of the field. Interestingly, more than half of digital PR professionals now prioritize SEO in their work, while collaboration with traditional PR teams has decreased; only 10.1% reported close coordination this year, down from 14.5% in 2025. Budget trends reveal that about 60% of respondents spend under $10,000 monthly on digital PR, but there’s a shift toward higher budgets. Those spending over $20,000 increased from 4% to 8.8%. The average cost per link now typically falls between $300 and $500, with a rise in teams reporting costs over $750. This investment reflects a recognition that digital PR is essential for brand visibility and reputation, especially in an era where AI influences how consumers discover information. Brands are increasingly motivated to ensure their narratives are embedded in reputable media, making digital PR a key player in the overall marketing strategy.