Those who understand how to artfully and authentically connect across a multitude of communities and news creators while expertly leveraging AI to do it faster, better, and smarter will name their price.

The second thing PR firms sell are relationships and domain expertise. Organizations need people who are deeply embedded in the issues and communities that truly influence their industry.

If the future of public relations is truly about engagement and specialization, companies will pay for creativity and efficiency rather than manpower and relationships. The future will require specializing in how AI can deepen research, sharpen writing, and generate better insights quickly. Those who understand how to artfully and authentically... See more