PR in the Philippines is moving in ways you might not have noticed yet. Media outlets are changing their rhythm, audiences are tuning in with new habits, and the tactics that worked last year don’t always hit the mark anymore.
The changes this year aren’t loud, but they’re already steering how stories are told, shared, and picked up. It’s the kind of movement that flies under the radar until you take a closer look.
This article is your early peek into what 2026 is shaping up to look like. Think of this as a friendly heads up on the trends, surprises, and patterns you’ll find in the full NGP Media Landscape Report, which you can download here today.
The Industry Enters a New Pace
If 2024 was the year everyone simply nudged the limits instead of pushed, then 2025 feels like the year we start moving with real intention. Newsrooms are tightening their editorial lens, audiences are getting choosier about what media they consume, and brands are slowly learning that broad, one-size-fits-all campaigns just don’t turn heads the way they used to.
The tools and channels we’ve trusted for years are still around, but they’re working differently. Some strategies that felt dependable last year barely make a dent now, while others are suddenly gathering momentum.
So, what’s behind all these changes?
Inside This Year’s Media Shakeups
The media landscape has been moving in interesting ways recently. Inquirer brought its print and digital teams under one roof, reshaping online traffic in ways that could change how stories catch on. PhilStar, on the other hand, introduced a self-serve ad platform that opens the door for smaller businesses to reach audiences more easily.
Magazines are stirring curiosity, too. Allure Philippines debuted, and Rolling Stone hit stands again, suggesting a potential revival of premium lifestyle content. But whether these moves will stick remains to be seen.
Local radio is showing both resilience and a bit of reinvention. Stations like DZMM, DZBB, and Barangay LS 97.1 continue to hold strong listener attention, and some are quietly testing digital extensions like streaming and simulcasts. The balance between traditional broadcast and newer digital formats is starting to tilt in interesting ways.
Even online platforms hint at change. New streaming aggregators are emerging, while some accounts suddenly vanished from social platforms, changing the standard on who audiences can follow and trust. These developments suggest that influence is moving, and fast, but exactly where it will land is still unfolding.
The New Rhythm of Media Consumption in the Philippines
Media habits are changing, and the pace feels different from just a few years ago. People aren’t scrolling mindlessly anymore. They’re choosing what feels worth their time, and that shift is reshaping where attention goes and how stories travel.
Traditional outlets like TV and long-form articles still hold a lot of credibility, especially in finance, policy, and B2B. Print hasn’t disappeared either! It’s just taken on a more focused and intentional role.
At the same time, a new wave of creators is grabbing a big share of the spotlight. TikTok journalists are hitting that sweet mix of credibility and virality. They turn complex topics into quick, engaging pieces that people actually finish.
Podcasts are growing fast, especially for thought leadership. Audiences want deeper conversations, and podcasts give them that room. And across the board, video-ready content has become a must. Whether it lands on TikTok, YouTube, or in a short digital brief, it’s now part of the baseline for reaching people anywhere.
So, the primary shift? It’s that audiences are looking for substance, but delivered in formats that capture attention fast.
But who will lead this new wave, and which habits will stick? Those are the questions forging the next phase of media engagement.
The PR Playbook Gets an Update
With media tightening and audiences getting pickier, it is inevitable for PR strategies to shift as well. Broad, generic releases don’t make the same impact as they used to. These days, timing matters. Context matters. Relevance matters. All three help decide whether a story gets noticed.
PR campaigns are becoming more intentional, too. Teams are leaning into stronger narratives, clearer insights, and content that works across several platforms. Partnerships are also changing. Instead of one-off placements, brands are looking for steady, value-driven collaborations that feel more meaningful.
And beneath all that, there are quiet workflow changes taking shape this year. They’re easy to miss, but they’re already restructuring how teams plan and execute. Spotting these early could make a real difference.
More Insights Await in the Full Report
If you want a deeper look at these shifts and what they mean for your strategies, you can download the full NGP Media Landscape Report here.
And if you’d like to discuss how these changes could affect your campaigns, feel free to reach out to NGP IMC!
Sometimes the difference between following the wave and riding it comes down to a conversation, and we’d be happy to have one with you.
Irishbeth Relampagos is a writer who specializes in crafting copies across various content formats, mainly SEO blogs and marketing materials. Her passion for translating ideas into impactful content has helped brands connect with their audiences in ways that transcend superficial and transactional interactions.
Irishbeth pursued English Language Studies at Polytechnic University of the Philippines where she honed her skills in writing. While originally focused on writing poems and opinion pieces, she shifted her career path to content writing after a successful stint as an SEO content writer during her internship.