Public Relations Society of America (PRSA)

Artificial intelligence is reshaping public relations, but the profession’s longstanding challenges aren’t easing. PR pros are working long hours, struggling to get reporters to respond and learning how to optimize content for AI search, according to Muck Rack’s latest “State of PR” report.

On the second Monday of every month, PRSA offers “AI Pulse,” a briefing hosted by Ray Day, APR, PRSA’s 2026 immediate past chair, that provides timely insights into the latest AI trends, tools, and developments. Learn how to stay ahead of an ever-evolving digital landscape here. Artificial intelligence “is changing how we create content,” Angela Dwyer, APR, said. “AI search is a huge channel, in terms of influence.” For PR pros, getting clients mentioned in the news media is no longer the end goal.

Reputation is becoming an increasingly important factor in AI responses. Language models aggregate and categorize public discourse, presenting it as seemingly objective knowledge. This means that communications managers must observe not only what is being said about a company, but also how AI interprets it. An increasing number of people are no longer using traditional search engines to find information, but are relying on the answers provided by AI language models (LLMs).

Formatting is the fastest lever you have for earning AI citations. It directly dictates how AI engines pull specific chunks of information from your content. AI tools don’t read your content the way humans do — they extract it. If your content makes extraction seamless, AI cites you. If it doesn’t, AI cites your competitors. When you trap your ideas inside dense paragraphs, AI engines can’t map their way through them. But when you switch to a highly scannable layout, you’ll get more AI citations.

As communicators navigate rapid technological changes, shifting audience expectations and increasingly crowded information environments, few people know more about standing out than Gaby Natale. A journalist, entrepreneur, best-selling author, and breast cancer survivor, Natale made history in 2017 as the first Latina to win three Daytime Emmy Awards.

As America gears up for July 4th and the culmination of many of the America 250 celebrations across the country, one overlooked question we should ask is, “Who are we celebrating?” America 250 is an opportunity to tell the full story of America and all who are part of it, including LGBTQ Americans. As communicators, we have an obligation to ensure the stories we tell are fully inclusive. Why is this an issue?

When work feels overwhelming, “Pick up the phone and call a friend,” said Mark Mohammadpour, APR, Fellow PRSA. “Tell somebody that you need an ear, and share that you’re frustrated. You don’t expect them to have a solution. You just need to get it out.” Mohammadpour is the “Workplace Wellness” columnist for PRSA’s award-winning publication Strategies & Tactics.

Before earning her Accreditation in Public Relations (APR), Yolanda K. Stephen felt something was missing from her professional development. “I was in my middle career, in the business about 15 years,” said Stephen, director of public relations for the National 4-H Council. “I’d gone to college and gotten my bachelor’s in communications, and then I got my MBA in communications.

On June 21, yogis everywhere will mark International Yoga Day. As someone who has practiced yoga on and off for over 20 years, almost as long as I’ve practiced public relations, I was recently marveling at the similarities. As I sat on my mat, struggling to calm my mind and focus on the practice at hand rather than my PR practice, I began to think about all the things the two disciplines have in common.

Juneteenth (June 19) is more than a moment of reflection. It is a celebration of resilience, creativity, leadership, culture and community. As communicators, storytellers and leaders, Juneteenth also challenges us to think critically about the narratives we shape, the voices we amplify and the responsibility we carry to build a more informed, inclusive and connected profession.