The first half of 2026: what's happening with PR in Uzbekistan

From publications to strategic communications

One of the main trends of the half-year was companies shifting from one-off news hooks to systematic communications work. More and more brands understand that a lasting image is built not by isolated news items but by a consistent presence in the information space.

Business leaders have become more interested in positioning, reputation management and long-term PR strategy. This is especially noticeable in the financial sector, the IT industry, real estate development and services.

Personal branding takes centre stage

In the first half of the year, interest in building the personal brands of entrepreneurs and top executives grew noticeably. Companies increasingly understand that audience trust is built not only around the brand, but also around the people who represent it.

Interviews, opinion columns, public speaking and activity on LinkedIn and Telegram are becoming an important part of a company's communications strategy.

For many companies, the CEO's personal brand has stopped being an optional extra and has become one of the key channels for reaching the audience.

Video becomes a must-have format

In recent months the role of video content has grown significantly. Companies increasingly use short clips, interviews, behind-the-scenes footage and expert commentary to promote their products and services.

Video builds brand trust faster and drives significantly higher audience engagement than traditional text formats.

Artificial intelligence is reshaping communications

One of the most notable factors of the first half of the year was the active adoption of artificial-intelligence tools in marketing and PR.

Companies use AI for content creation, data analysis, reputation monitoring and improving communications efficiency. In practice, though, technology is not yet replacing experts — it is becoming a tool to speed up work and generate new ideas.

The teams that win are the ones that combine technology with human expertise and an understanding of the local market.

Reputation becomes a business asset

Amid growing competition, companies are paying more and more attention to reputation. Clients study reviews, media coverage, executives' activity and a brand's digital footprint before deciding to work with it.

As a result, reputation management is gradually shifting from a reaction to crises to a permanent part of business strategy.

What to expect in the second half of the year?

In the second half of 2026, Uzbekistan's PR market will likely keep moving towards deeper, more strategic communications.

Key directions include:

• developing the personal brands of executives;
• integrating AI tools into PR processes;
• the growing importance of video content;
• Telegram's strengthening role as a media platform;
• rising demand for reputation management;
• a shift from one-off publications to integrated communications strategies.

Conclusion

The first half of 2026 confirmed that PR in Uzbekistan is becoming more professional, more tech-driven and more focused on long-term results. Companies that invest in systematic communications today gain not only recognition, but a real competitive advantage in the market.