The flood of information is growing, attention spans are shrinking, and traditional media are losing their significance. The PR Trend Monitor 2026 shows just how difficult it has become to reach the desired target audiences with messages. Foundations and nonprofits, in particular, face the challenge of raising awareness of their causes despite these obstacles.
56 percent of the communications professionals surveyed in Germany and Switzerland see the flood of information and declining attention spans as the biggest constraints on their ability to influence others. This is shown by the latest PR Trend Monitor from dpa subsidiary news aktuell and P.E.R. Agency. Forty-six percent cite the declining relevance of traditional media, while 30 percent point to a general loss of trust in the media and PR. The results make it clear just how difficult it has become today to convince people with messages.
Social relevance alone does not guarantee attention
For foundations and nonprofits, this trend poses a particular challenge. They must communicate complex social issues, attract supporters, and demonstrate their impact. Yet even important and timely topics no longer automatically capture people’s attention. Smaller organizations, in particular, often have only limited time and financial resources to devote to their communications.
At the same time, social media algorithms, fragmented audiences, and AI-generated summaries are fundamentally changing the way information is communicated. And this has consequences: Organizations have less and less control over where and in what context their content is viewed.
Good Stories Instead of More Content?
When attention becomes scarce, the focus shifts more strongly to the quality of communication. After all, reach alone says little about actual impact. A campaign can reach thousands of people without changing their attitudes. Conversely, a targeted dialogue with just a few stakeholders can spark important partnerships.
Storytelling can help make complex issues understandable and illustrate social change through concrete, authentic examples. For nonprofit organizations in particular, it offers the opportunity to convey their commitment in a way that resonates with people. Credible stories, transparency, and a respectful, equal-footing approach to the people being featured are crucial. Networking alone, however, does not solve the problem of dwindling attention. However, our experience at Spheriq shows just how valuable collaboration across organizational boundaries can be. Different perspectives and shared practical knowledge help contextualize information, generate new ideas, and strategically advance one’s own communication efforts.
Storytelling and Social Media Workshop
April 29, 2027, from 9:00 a.m. to 12:00 p.m. / CHF 250
Your organization is doing great work—but is it reaching the people you want to inspire? Successful communication in the digital space starts with a strong story. In our three-hour boot camp, you’ll learn how to use storytelling and social media to build genuine connections and make your impact visible. Ideal for communications professionals, fundraisers, and anyone who wants to share their messages online in a targeted and effective way.
Networking Provides Guidance
The findings of the PR Trend Monitor also raise a fundamental question: Do we actually need more content, or rather more targeted ways to organize information and share knowledge?
In the nonprofit sector, different organizations face similar challenges:
- How do we reach different target audiences?
- Which communication formats build trust?
- How can artificial intelligence be used effectively?
- And how can we tell if our communication is effective?
Exchanging ideas across organizational boundaries can help pool experiences, share best practices, and gain new perspectives. For smaller organizations in particular, this opens up the opportunity to benefit from knowledge and expertise that may not always be available internally.
In a world overflowing with information, the ability to navigate it is becoming increasingly valuable. For foundations and nonprofits, therefore, it may be less the quantity of content shared that matters than its relevance and the quality of the dialogue.
Stay Connected and Informed
What inspires you? What messages do you want to convey, and which topics do you want to explore in depth? Where do you want to share experiences, network, and make a difference together?
The Spheriq Trend Networks offer interested parties from foundations, nonprofits, and the broader nonprofit sector a space to discuss current issues, exchange knowledge and experiences, gain new perspectives, and actively participate.
If you’d like to stay informed about developments and trends in Swiss philanthropy, the Spheriq Update offers a curated selection of the latest news, in-depth articles, and insights into new organizations, projects, professional development opportunities, and other updates from the platform. The newsletter is published either weekly or monthly. (Subscribe to Spheriq Update for free)
Source: PR Trend Monitor 2026 by news aktuell and P.E.R. Agency. Online survey of 302 communications professionals from Germany and Switzerland conducted in February 2026. The results refer to professional communication in general and were not collected specifically for the nonprofit sector.
