How Corporate Communications Have Changed Over the Years
Remember when the biggest PR crisis was a typo in a press release? Those days seem almost nostalgic now, especially in an era where AI can draft your entire communications plan. Between AI transforming content creation, social media becoming the main news source, and employees turning into organic brand ambassadors, communications professionals today must blend strategy, technology, and foresight. Industry leaders share this view.
Meredith Klein, author of Meredith & The Media on Substack and former communications executive at Pinterest and Walmart, offers insight into this shift. She highlights how AI reshapes content creation while preserving the human touch, why authentic employee voices have growing influence, and how tech enables smarter work. Her advice is straightforward: embrace change to stay relevant.
Inside the Industry with Meredith Klein
With 20 years in communications across agencies, startups, Fortune 500 companies, and consulting, Meredith has seen the biggest changes in the last five to seven years. The rise of AI tools like ChatGPT and platforms such as LinkedIn and TikTok have made communications fundamentally social-centric.
Traditional channels like print, broadcast, and formal press releases are no longer the primary tools. Since around 2020, social media platforms have become the go-to for breaking news and announcements. For example, President Biden’s use of LinkedIn, Instagram, and X for direct communications is faster and more impactful than traditional press conferences.
Communicators now embrace “new media” formats — Substacks, podcasts, vodcasts, and newsletters — which have gained strategic importance. Meanwhile, newsroom layoffs have pushed veteran journalists to start independent media ventures, bringing deep expertise to personal platforms.
Newsrooms are also adopting AI. Axios partners with OpenAI, and The Washington Post develops in-house AI tools to assist with headlines and newsroom operations. This blend of AI, social media, and rapid online amplification demands communicators work faster and smarter.
From Corporate Voice to Expert Voices
Meredith notes a shift from scripted corporate messaging to authentic expert voices. Today’s audiences seek authenticity, expertise, relatability, and transparency — even a touch of humor.
Executives are appearing on video casually to share earnings and company updates, modeling openness and honesty. Walmart CEO Doug McMillon is a prime example. Leaders now admit failures and explain pivots, which builds trust with audiences.
The focus has moved beyond a few media-trained spokespeople to amplifying voices across the organization. Employee-generated content (EGC) is rising, complementing user-generated content (UGC). Employees share insider views on culture and leadership that PR-crafted posts can’t replicate.
While PR professionals often write social media posts for executives, authenticity requires executive input and tone. AI-generated content is transparent to audiences and can’t replace the human voice. Genuine communication remains personal and tailored.
Using AI to Find Media White Space
Meredith uses AI-driven content analysis to uncover untapped opportunities in media coverage. AI can scan millions of content pieces quickly, creating summaries that would otherwise take hours.
She combines AI’s speed with human judgment to verify sources and ensure data is current. In one case, a client used first-party data and SQL to track SEO trends, and Meredith added AI cross-referencing to confirm findings and spot gaps.
Specific, well-crafted prompts are key to quality AI output. Meredith uses AI to aggregate content, extract trends, and identify white spaces by analyzing patterns across vast datasets. This supports strategic brainstorming and helps teams innovate or capitalize on emerging trends.
AI also helps compile media target lists, though human verification via platforms like Muckrack or LinkedIn remains essential due to frequent beat changes. Ultimately, AI provides data, but experienced communicators must interpret and craft narratives that claim trend ownership.
How PR-Media Partnerships May Evolve
The relationship between communications teams and media will shift as AI adoption grows. Some outlets embrace AI to speed research and automate tasks, freeing journalists for investigative work. AI can suggest headlines and interview questions, boosting efficiency.
However, AI should not replace actual article writing. Some smaller or resource-limited newsrooms may use AI for full articles, a practice met with resistance from editors who value journalistic ethics.
AI’s reliability depends on the quality of source material. Journalists prioritize accuracy and unbiased reporting and perform fact-checking that AI can’t replicate. The future likely involves AI assisting information gathering and data analysis, but the core of journalism—critical conversations and verification—remains human.
Valuable AI Tools for Media Relations
Meredith recommends AI tools like Fathom AI and Otter AI for recording and transcription. These tools capture executive meetings accurately, allowing professionals to focus on listening rather than note-taking.
She also uses Sprout Social for social media management and Grammarly to maintain writing quality and style compliance. For quick info gathering and overcoming writer’s block, ChatGPT and Microsoft Copilot are go-to assistants.
Emerging AI Trends in Communications
Specialized AI education for journalists and communicators is growing. For example, The Media Copilot offers training on AI tools and prompt crafting.
PR agencies are developing proprietary AI models like Hotwire Spark for data analysis and sentiment insights, while newsrooms create custom AI tools such as The Washington Post’s Haystacker for processing multimedia datasets.
At the same time, caution is essential. Incidents like Samsung accidentally leaking confidential plans through AI highlight risks. Major outlets limit AI article writing to protect integrity, though smaller publications increasingly use AI for content syndication and summaries.
This cycle makes human fact-checking and editorial oversight more critical than ever. Balancing AI efficiency with expert input ensures communications stay accurate, authentic, and engaging.
Advice for Communications Leaders Starting with AI
- Don’t fear AI. It won’t replace communicators but will enhance effectiveness.
- Invest in learning. Use professional development budgets to take AI courses or request agency-led training.
- Experiment thoughtfully. Start with non-sensitive content like bios or briefing docs. Monitor output quality and time saved.
- Protect confidential info. Avoid inputting proprietary strategies or data into AI tools.
- Diversify media targets. Include AI-friendly outlets like Axios and The Atlantic, plus newsletters, podcasts, and social platforms.
- Keep testing and sharing. Learn from failures, adjust, and share insights openly to improve the industry’s quality and transparency.
For more on AI tools and courses tailored to communications professionals, explore Complete AI Training’s communications courses.
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