The Role of Public Relations Today

September 16, 2026

Public relations used to be fairly straightforward. Much of the work focused on building relationships with journalists, pitching stories, issuing press releases and helping organizations manage their reputations. Those things still matter, but the role of public relations today is much bigger.

Audiences now encounter organizations through news coverage, social media, search results, podcasts, influencers, online reviews and, increasingly, AI-generated answers. At the same time, organizations are expected to communicate faster and more transparently than ever. That has transformed public relations from primarily a media-relations function into a broader discipline focused on reputation, credibility, visibility and trust.

How Public Relations Has Changed

Traditionally, PR depended heavily on established media outlets acting as intermediaries between organizations and their audiences. Earned media is still important, but organizations no longer have to rely exclusively on traditional news outlets to tell their stories. PR now extends to thought leadership, executive communications, social media, podcasts, creator partnerships, community engagement, owned content, crisis communications and other opportunities to reach stakeholders directly.

The news cycle has changed, too. Social media can turn a small issue into a national conversation in hours. Customers and employees can publicly share their experiences with an organization. Business leaders can communicate directly with thousands of people from their phones. As a result, public relations has become an always-on responsibility because your reputation isn’t shaped only when you issue a press release or launch a campaign. It’s being shaped every day.

New Opportunities to Build Credibility

That changing landscape also gives organizations more ways to tell meaningful stories. A company executive with valuable expertise can contribute an article, appear on a podcast, speak at an industry event or become a source for journalists. Organizations can conduct original research that generates news while establishing subject-matter authority. Social media can extend the life of earned coverage and bring company experts directly into industry conversations.

PR can also work more closely with marketing, social media, content and SEO. Instead of treating earned media as an isolated win, organizations can amplify that coverage across channels and use it to support broader business objectives. The goal isn’t simply more exposure; it’s building authority in the places where people are looking for information.

How AI Is Changing Public Relations

Artificial intelligence adds another dimension to that opportunity. AI tools are already helping PR professionals research topics, monitor conversations, analyze coverage, identify trends, brainstorm ideas and accelerate routine content tasks. Used responsibly, that can give communications teams more time for strategy, creativity and relationship building.

But perhaps the bigger change is happening on the audience side.

People increasingly use AI platforms to research companies, products, industries and issues. That gives PR another reason to focus on building a strong, credible presence across the sources people and AI tools use to find information.

Credible earned media may play an increasingly important role in this environment. Strong media coverage, expert commentary and thought leadership create authoritative third-party signals about an organization. The kind of information that can strengthen visibility across traditional and AI-powered search.

But AI also creates risks. Speed and automation make it easier to produce content, but they don’t guarantee accuracy, judgment or authenticity. Human oversight remains essential, especially when your organization’s reputation is involved.

The Opportunity for PR is Bigger Than Ever

One of the biggest mistakes organizations can make is treating PR as something they turn on when they have an announcement or when something goes wrong.

Effective public relations starts long before there’s something to announce. It starts with strategy: define the audiences that matter, the reputation you want to build and the messages you want associated with your organization. Then look for opportunities to demonstrate those messages consistently.

Develop relationships with journalists before you need coverage. Help executives and subject-matter experts become credible industry voices. Create useful data and insights that give people a reason to pay attention. Coordinate PR with marketing and digital efforts so earned coverage doesn’t disappear after publication.

Finally, measure more than media mentions. Look at the quality and relevance of coverage, message pull-through, audience engagement, share of voice, website activity and, increasingly, how your organization appears in AI-powered search and answers.

PR Has More Influence Than Ever

The tools and channels have changed dramatically, but the fundamental purpose of public relations hasn’t. It’s still about building relationships, establishing credibility and earning trust.

What’s changed is the number of places where that work can have an impact.

Organizations that approach public relations strategically can use earned media, thought leadership, digital content and emerging AI opportunities together to shape how they’re understood by customers, employees, stakeholders and even the technologies people increasingly rely on for information.

Put modern PR to work for your organization

Contact us to see how the right mix of earned media, strategic communications and digital opportunities can help your organization reach and influence the audiences that matter.

Lauren Wahlman uses her experience in public relations, marketing and broadcasting to lead public relations strategy and execution for clients in a variety of industries. She has the invaluable combination of expertise and proven experience that our clients rely on for everything from PR strategy and media training to monitoring and reporting on campaign effectiveness. Lauren applies a commitment to results-driven strategy and measurable tactics to create public relations plans that help our clients achieve their business goals by communicating with their target audiences and building meaningful connections with the media and other stakeholders. 