Five Things Communicators Need to Know From the 2026 DFW Communications Report

By Kim Brown, APR
Co-founder of Story and Strategy

This week, we released the 2026 State of Communications in Dallas-Fort Worth Report, a look at how communications professionals across DFW are managing workload, media relations, AI and measurement in one of the most competitive markets in the country.

We launched this survey last year to better understand the realities communicators face across DFW, the fourth-largest media market in the U.S. That scale brings opportunity, but it also brings pressure. There are more stories, more voices and more competition for attention than ever.

This year’s report included 47 questions, and captured responses from communications professionals across the Dallas-Fort Worth area.

Here are the five takeaways that matter most (in my opinion).

5. Trust matters more than reach.

Leaders across DFW told us they care less about how often their organization appears in the news or on social media and more about how they are perceived.

That shift should change how we measure success. Counting clips and clicks is no longer enough. Communicators need to track audience sentiment, comments and survey feedback to understand how their work lands. If perception is the priority, measurement has to follow.

4. Teams are stretched thin and mostly on their own.

Most in-house teams say they handle communications without outside support. At the same time, eight in 10 respondents said their workload is not fully sustainable.

Budget constraints likely play a role, but overloading teams comes at a cost. Burnout leads to turnover, lost institutional knowledge and lower-quality work. Saving money short term can create bigger problems later.

Not to mention much more will be spent on new hires.

3. AI use is widespread, but guardrails are not.

Nearly everyone is using AI in some capacity. Only 31% say their organization has formal guidelines in place.

From a risk perspective, that gap is hard to ignore. Without clear policies, organizations open themselves up to mistakes that can quickly escalate into larger issues. Communicators should push for rules around how AI tools are used, documented and approved. Those habits will matter when questions come up later (particularly if your organization is involved in a lawsuit).

2. Community journalism is gaining ground.

We asked respondents which outlet is doing the best job covering DFW’s stories. One answer stood out: Fort Worth Report.

It was the clear leader, even without the audience size of larger outlets like The Dallas Morning News or local television stations. That says a lot about where trust is heading. Audiences are paying attention to outlets that focus on deeply local reporting, even if their reach is smaller. Expect that trend to continue as people look for coverage that feels closer to home.

1. Business literacy remains a gap.

Communicators want a seat at the executive table, but many are not speaking the language that earns them one.

Understanding how a business operates is essential. How does it make money? Where are the risks? What are the priorities? When communicators connect their work to those factors, they build credibility with leadership. That is what moves the function from support role to strategic partner.

What comes next

The data in this year’s report reflects a profession at an inflection point. Expectations are higher, resources are tight and the tools we use are evolving quickly.

For communicators in DFW, the opportunity is to adapt with intent. Measure what matters. Protect your team. Set clear standards for AI. Pay attention to where trust is growing. And learn the business you are supporting.

That is how this work gets stronger and more valued in the years ahead.