Overall, these shifts have had a positive impact on the role of PR consultants. The rise of remote work has significantly improved time efficiency for both media professionals and PR specialists. Virtual meetings offer two key advantages: first, they increase opportunities for interaction with journalists; second, digital communications such as video calls and email pitches create records that can be easily analyzed and reviewed.
The past five years have marked two pivotal turning points in human history. A global pandemic compelled us to reexamine the relationships between people, and between people and work. Then came a revolution in AI, which redefined our understanding of creative productivity. These shifts have been especially profound for those of us in the communications industry. For me personally, the journey from traditional public relations to leading a strategy-driven communications firm has been deeply shaped by both of these transformations. They have not only changed the way we work, but also reshaped the way we engage with clients, the media, and society at large.
