The biggest trend I'm seeing in the PR world is the increasing need for human written and personalized content. With AI becoming so entrenched in our society, the thing that separates you from the crowd is being authentically yourself. I've met journalists who've said they would prefer a brief response from a relevant expert who writes informally and includes multiple typos over the overly polished AI slop they are used to receiving. Although AI has helped increase efficiency, I think we're living in a unique time where realness is what matters most. In an era where the market is so saturated with generalized, perfectly written professional insights, there's a space for real people to flourish. Since being real is so rare now, those who once felt at a disadvantage for not being able to articulate their thoughts professionally and concisely are now being sought after for their 'realness'. Overall, I think link building will change in that the mass production of quotes with the 'spread and spray' tactic has become obsolete. We're seeing a shift where becoming niche and targeting 2 or 3 publications that directly align with your expertise will prove more valuable in the long run. Not to mention the personal relationship building with journalists. if you can get one solid placement in a publication that directly matches your niche, I'd bet money that they will come back to you for future stories. It's getting difficult to vet experts these days, so stand out by being real and providing your first person experience while backing it up with public proof.