From 1984 to AI: PR That Still Works
In 1984, Lori Rosen launched the Rosen Group with a simple mandate: help clients earn attention that matters. Decades later, the channels look different, but the job is the same-create credibility, spark conversation, and turn momentum into measurable business outcomes.
Some truths don't age. A New York Times profile still carries weight. And the fundamentals of handling tough news haven't changed much either.
What Hasn't Changed: The Core PR Playbook
The purpose of PR is steady: generate positive coverage and protect reputation. Crisis rules remain timeless because people haven't changed.
- Be proactive and get in front of the story.
- Prepare clear message points and stick to them.
- Designate one trusted spokesperson.
- Be transparent-credibility beats spin.
PR's Place in the 2026 Marketing Mix
PR is no longer a silo. Social and digital made every win portable. A TIME magazine hit used to be huge-but miss that week's issue and it vanished. Online, coverage sticks. It's searchable, shareable, and reusable across channels.
Today, a single placement fuels email, social, sales decks, SEO, and retargeting. Cross-promotion multiplies impact and extends shelf life. The compounding effect is real if you plan for it.
How Agency Leaders Break Through
If you're not already the default expert in your niche, safe takes won't get you there. Take a stance. Say the thing others avoid-thoughtfully and with receipts.
- Pick a contrarian point of view you can defend with data and experience.
- Publish consistently. Missed deadlines kill momentum and trust.
- Prioritize outlet quality over raw reach. The right audience beats a bigger one.
- Say yes to a range of opportunities; media begets media.
- If you secure a contributor role, deliver on schedule. Editors remember reliability.
Google vs. AI: Which Shift Hits PR Harder?
Google set the stage by making information discoverable. AI is changing how we research, write, ideate, and distribute at a different speed. If you have to pick one, AI is the bigger jolt to how PR teams operate day to day.
That said, tools come and go. The fundamentals-original insight, sharp positioning, and trust-outlast every platform change. Hold those constants while you test new workflows.
If you're upskilling your team's AI chops for comms and marketing, explore practical training paths for practitioners here: AI Certification for Marketing Specialists.
What's Next: Independent Media, Then Rebundling
Expect more strong, independent media brands and newsletters to keep rising on platforms like Substack and Beehiiv, alongside video-first shops on YouTube. The pendulum will swing, as it always does. Many independents will get acquired or brought into larger newsrooms. Startups mature into institutions, and legacy outlets adopt leaner, creator-friendly models.
Journalism isn't going away. News is essential. And no AI is meeting a source in a parking garage to break a story. That human edge keeps the future bright for reporters-and for PR pros who respect the craft.
Action Checklist for PR Leaders
- Update your crisis plan and run a live-fire drill each quarter.
- Codify a bold POV that separates you from close competitors.
- Turn every win into a flywheel: SEO snippet, social thread, newsletter, sales enablement.
- Commit to a publishing cadence you can sustain for 12 months.
- Integrate PR with owned and paid channels-plan distribution before pitching.
- Train your team on AI for research, drafting, and analysis without sacrificing judgment.
- Measure permanence: search visibility, link equity, and ongoing referral traffic from key hits.
The channels evolve. The mission doesn't. Do the timeless things well, and use new tools to do them faster.
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