Thoughts on the Future of PR

Offered by Our Major Sponsors

“ A data-driven approach to PR will continue to be a must. Emerging channels like podcasts will continue to grow in influence, which means PR pros have to become more fluent in strategically pitching and forming relationships in these channels. And that requires good data.”

— Mike Schneider

“ Effective public relations is ever-evolving, and at its core will continue to drive impact when we listen and engage with stakeholders and back up our words with action.”

— AndyPolansky

“ We’re helping the world’s most respected brands not only articulate but design enterprise commitments to societal value creation. This is powerful work on an expanded terrain, and it puts a premium on our expertise and counsel.”

— Torod B. Neptune

“ You simply can’t get employees to rally behind a vision and the role they play in the company’s success without effective internal communications.”

— David Grossman

The publication of this book and the 75th-year celebration of PRSA would not have been possible without the generous support of these sponsors. Here they offer their insights on the ever-evolving public relations profession.

“Agility and flexibility have become mandatories for businesses for those working in public relations and communications. The messages we create and the channels we choose allow us to tell important stories and demonstrate corporate character and values. However, there is a great lack of clarity in today’s society. Technology provides a spotlight to anyone that aspires to be an influencer and the resulting cacophony is overwhelming. Deciphering what is fact, fiction or feeling can feel impossible. This presents a prime opportunity for the public relations profession.”

— Chris Kuechenmeister

“ In our 2022 State of Journalism survey, we found that 71% of journalists believe a story is more shareable when the subject is connected to a trending story. As the public relations practice continues to evolve, there will be an even greater need for PR pros to find new ways to connect their brand to big-picture stories to reach the right people with their message.”

— Mike Schneider

“ Future success will revolve around championing a more diverse range of perspectives, gathering feedback and insights in real-time, and engaging in dialogue with stakeholders to deliver better outcomes.”

— AndyPolansky

“ Credibility has always been a factor for our work, but it has become fluid based on factors that may or may not be legitimate. Today, credibility is a sliding scale that moves predictably at times and unexpectedly at others, and it is our unique opportunity to create stability.”

— Chris Kuechenmeister

“ Many top leaders now recognize the critical role of effective internal communicators — in partnership with senior leadership — to get to the heart of issues, unite and inspire people, and move them to action.”

— David Grossman

“ But we can’t shrink from this moment. Our elevated remit and resulting stature come in the midst of an unbelievably complex business environment, widening trust deficit and increasing global uncertainty.”

“ To demonstrate the value of their work, PR pros will need to focus more on analytics and be able to report on the metrics that matter, including media placements and social media engagement.”

— Mike Schneider

Major Sponsor Representatives

Mike Schneider

VP of Marketing

Muck Rack

David Grossman, APR, Fellow PRSA

Founder & CEO

The Grossman Group

Chris Kuechenmeister

Senior Vice President, Communications

PepsiCo

Andy Polansky

Chairman and CEO of IPG Dx TRA

Executive Chairman and former CEO of Weber

Shandwick

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Torod B. Neptune

The Torod & Sabrina Neptune Family Foundation

Public Relations Society Of America

75 YEARS OF IMPACT AND INFLUENCE