We’re in the New Era of PR

PR is evolving faster than ever. What once worked as a tried-and-true formula is being rewritten in real-time, shaped by new tools, platforms, and shifting audience behaviors. From AI-driven insights to social media’s ability to drive entire narratives, the industry is in a constant state of transformation.

AI, social media, and the speed of PR

AI has become impossible to ignore. Tools for media monitoring, AI-generated content, and trend analysis are everywhere, saving hours of work and offering deeper insights. While AI can automate tasks and generate content, it does not replace the creativity, instinct, or strategic thinking required to craft meaningful narratives. It enhances execution but still requires PR professionals to refine messaging, ensure authenticity, and shape brand storytelling in a way that resonates.

AI is increasingly being used to enhance and scale content production, not replace creativity itself. Nike’s “Nike By You” customization program, which allows consumers to design their own shoes using AI-generated suggestions, is a great example of how AI personalizes engagement while still relying on human creativity to make final decisions. In sports, the NBA has leaned into AI-generated social content, producing real-time game highlights tailored to different audiences. While AI is a powerful tool for automating personalization and efficiency, it still depends on human oversight to ensure content aligns with a brand’s storytelling and strategic goals.

Beyond how content is created, where and how it spreads is just as important. Social media has evolved from being just one piece of the PR puzzle to becoming the engine that drives entire campaigns. Platforms like TikTok, Instagram, and X/Twitter create instant conversations that brands and individuals must navigate in real-time. Going viral is no longer just a bonus; it has become a goal for many campaigns. However, success is not just about jumping on trends. It requires crafting messages that align with a brand’s values and create lasting impact.

Sports, storytelling, and PR on a bigger stage

The Super Bowl was a reminder that sports PR is bigger than the game itself. This year, the Philadelphia Eagles’ dominant win over the Kansas City Chiefs was just one part of the conversation. Jalen Hurts’ MVP performance, Kendrick Lamar’s halftime show, and a viral protest moment all became part of the broader cultural narrative, proving once again that sports, entertainment, and cultural events are more interconnected than ever.

College athletics is also experiencing a major shift, as NIL deals are redefining how young athletes build their brands. PR professionals are no longer just working with established stars; many are helping shape the public persona of athletes before they even go pro. Every move feels amplified, making the stakes higher but also opening up new opportunities for innovative, athlete-driven storytelling.

Some college athletes have already signed major NIL deals with brands like Gatorade, turning them into marketable figures long before they enter the professional ranks. Others have launched their own merchandise lines or built strong personal brands through social media partnerships. These developments highlight how modern athletes are shaping their image both on and off the field.

 A Shift Toward Community and Connection

One of the biggest shifts happening in PR today is the move toward community-driven engagement. It is no longer just about broadcasting messages to as many people as possible but about reaching the right people and building authentic connections.

Brands like Duolingo have embraced this shift by building an entire PR strategy around their social media persona, engaging audiences in a way that feels personal and community-driven rather than strictly promotional. Their playful, humorous interactions on TikTok have helped establish a strong digital presence that feels organic rather than forced.

Podcasts have also emerged as one of the strongest tools for this type of engagement, allowing for long-form, meaningful conversations that resonate with niche audiences. Unlike traditional media appearances, podcasts provide a platform where guests can dive deeper into their stories, offering a more personal and unfiltered connection with listeners. Many brands and public figures are launching their own podcasts, using them as a direct channel to communicate with their audiences on their own terms. At the same time, guest appearances on established shows remain a powerful way to reach highly engaged listeners in a setting that feels more intimate than a standard media hit.

Beyond podcasts, PR strategies as a whole are becoming more personal, interactive, and intentional. Whether through curated events, hyper-targeted social strategies, or deeper media partnerships, the focus is shifting toward quality engagement over sheer reach. The rise of subscription-based models, such as Patreon and Substack, reflects this growing emphasis on relationship-building. Content creators and media brands are moving away from mass-market approaches in favor of fostering deeper connections with their most engaged followers.

Where PR goes from here

There is no single way forward in this new era of PR. The tools, platforms, and strategies will continue to evolve, and professionals will need to adapt just as quickly. However, the foundation of good PR remains the same: storytelling, strategy, and meaningful connections. Those who embrace change, think creatively and prioritize authenticity will be the ones shaping the future of the industry.

About Amani Jones

Amani is a PR professional with a passion for storytelling, media strategy, and bringing big ideas to life. She earned a B.A. in Communication with a minor in Business from the University of Central Florida and is currently expanding her expertise at Purdue University’s graduate program in communication and public relations. As a Junior Account Executive at a New York-based PR firm, she has worked with top brands, secured major media coverage, and developed strategic campaigns that drive real impact. She thrives on strategy, creativity, and finding the best way to bring a story to life. When Amani’s not working, she’s likely enjoying a coffee and keeping up with the latest in media, sports, and culture.