Shaping the Next Era of Communications: A Q&A with Brandi Boatner
Brandi Boatner, President of New York Women in Communications (NYWICI) and Head of Global Influencer Marketing, Corporate Affairs at IBM, shares her insights on the evolving landscape of PR and communications. She highlights key trends, shifting expectations, and how organizations like NYWICI support professionals in this dynamic field.
Current State of Communications and PR
The PR industry is more dynamic than ever, fueled by technological advances that enable more sophisticated strategies. AI-powered analytics, immersive tech, and personalized content help communicators create deeper connections and more impactful stories.
However, challenges persist. Misinformation and declining trust in institutions demand that communicators uphold strong ethical standards. The fast pace of information flow means PR professionals must stay proactive instead of reactive, ensuring authenticity amid digital noise.
Critical Trends Shaping Communications
AI has moved beyond experimentation; it now plays a central role in content creation, distribution, audience targeting, and measurement. But the effectiveness of AI hinges on trust. With concerns like deepfakes and algorithm bias, maintaining audience confidence in messages and messengers is essential.
Communicators must also keep pace with shifting platforms and evolving consumption habits. Digital fluency across ecosystems is a must.
One often overlooked but vital trend is culture. Culture actively shapes audience perceptions and engagement, making cultural intelligence and sensitivity survival skills for communicators today.
Changing Expectations for PR Professionals
- Brands: Expect PR pros to be strategic advisors contributing to business goals and reputation management, not just media placement.
- Media: Demand timely, accurate, and audience-specific content, despite shrinking newsrooms.
- Public: Seek authentic, socially responsible brands that engage in two-way conversations and demonstrate accountability.
These heightened expectations require PR professionals to be data-driven, crisis-ready, and expert storytellers.
Qualities of Successful Communications Leaders
Looking ahead to 2025, top communications leaders are innovative and forward-thinking, anticipating trends before they emerge. They lead with empathy and inclusivity, building diverse teams and communicating with cultural sensitivity.
Digital fluency is critical—they understand platform nuances and emerging technologies, positioning their teams to adapt quickly.
NYWICI’s Evolution to Support Professionals
NYWICI continues to be a vital community for women in communications by evolving its programming to address current industry challenges such as AI, ESG, healthcare, analytics, and women in sports.
The organization prioritizes inclusion and supports professional growth at all career stages, providing knowledge, connections, and a supportive environment. This commitment helps women thrive in a fast-changing communications landscape.
Advice for Early-Career Professionals
- Embrace failure and learn from mistakes.
- Take risks and trust your instincts.
- Upskill in data analytics, data science, and coding to stay relevant.
- Build a professional network and seek mentors.
- Attend industry events independently to grow relationships.
- Join organizations like NYWICI and PRSA for community and support.
- Stay true to your values and personal history.
NYWICI Initiatives to Celebrate
Boatner is especially proud of NYWICI’s scholarship program, which has had a meaningful impact on recipients’ careers. Many scholars credit the program as a turning point in their professional development.
She encourages organizations to explore sponsoring scholarships to support the next generation of communicators.
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