CES field notes for PR: Lessons from Newhouse CES Fellows
Four Newhouse School graduate students spent a week in Las Vegas for an up-close look at CES, one of the largest technology and media trade shows. Through the Newhouse CES Fellows program, students from advanced media management and public relations worked with Shelly Palmer, advanced media professor in residence and a respected voice in tech. For PR and communications teams, their experience offers clear, usable insights.
Inside the program: real client work and AI in marketing
After researching exhibitors during the fall semester, the Fellows supported Palmer on industry client tours across the show floor. They also joined his Innovation Series Breakfast focused on how AI is reshaping marketing, with perspectives from Shakir Moin (Coca-Cola North America), Esi Eggleston Bracey (formerly Unilever) and Lisa Coffey (iHeartMedia). Beyond sessions, the group met Newhouse and Syracuse University alumni at networking events and visited Allegiant Stadium and The Hall of Excellence.
Voices from the Fellows
Isabelle Sareen '25 G'26, Advanced Media Management
Conversations with Newhouse alumni turned career advice into a practical roadmap. Hearing how grads translated their education into diverse roles-and what mattered in those first 12 months-made the path into comms feel concrete. The alumni network showed up as a real, long-term support system.
Reyska Ramdhany G'26, Advanced Media Management
Seeing tech in its early, exploratory phase connected classroom theory with market reality. From AI-driven holograms speaking 70+ languages to AI-powered sports robots simulating tennis and boxing, the big lesson was how experimentation, UX and feasibility determine what becomes a product. As an international student, Reyska also saw how language, accessibility and cultural norms shape design-and why global context should guide responsible innovation in comms.
Brenna Campbell G'26, Advanced Media Management
The most eye-opening moments came from watching how major brands are already using emerging tech to change consumer experiences-think LG and Abbott. Shadowing Shelly Palmer's client conversations offered a rare view into executive decision-making: how leaders weigh risk, budget, operations and brand impact before moving from pilot to rollout.
Annelise Beckfeld G'26, Public Relations
The cohort dynamic amplified the learning. Moving through the show, comparing notes and sharing what stood out turned a massive event into focused insight. The right peers make the experience-ideas sharpen faster when you pressure-test them together.
What PR and communications leaders can use now
- Treat AI as a communications workflow, not a novelty. Build small pilots for content development, media analysis and message testing, then scale what works.
- Prepare executives for cross-functional calls. Comms should bring a clear view of risk, policy, brand safety and stakeholder impact to every AI discussion.
- Design for global audiences from the start. Prioritize accessibility, multilingual support and cultural relevance in briefs and product narratives.
- Tell the "how it works" and the "why it matters." Pair demos with plain-language explanations customers, employees and media can repeat.
- Operationalize events. Schedule short demo sprints, capture quick POV videos, and convert floor conversations into owned content within 24-48 hours.
- Invest in your network. Alumni and industry meetups can accelerate partnerships, job leads and fast feedback on ideas.
The bottom line
CES confirmed what many PR pros are already feeling: brands are moving from concepts to practical deployments of AI and new interfaces. The edge goes to teams that can translate complex tech into clear narratives, measure impact and help leaders make smart, timely decisions.
Next step for PR pros
Want to build practical AI skills for media relations, crisis workflows and content ops? Explore the AI Learning Path for Public Relations Specialists.
Learn more about the study and research of AI and emerging technologies at Newhouse.
Your membership also unlocks:
