The PR industry has a measurement problem. Most firms report impressions, reach, media mentions, sentiment scores, share of voice, and advertising value equivalency. But almost none of these metrics measure what a PR firm actually produces. This article outlines the three metrics that actually measure PR: business outcome correlation, quality-weighted coverage, and audience-stakeholder-specific reach.
A mid-year review of the 2026 Edelman Trust Barometer highlights its significant implications for communications strategy, confirming some long-term trends and complicating others. The data shows continued higher trust in business over government and media, high employer trust, and volatile trust in CEOs. Divergent trust patterns by income tier and within-country variations are also noted. The report emphasizes trust as operating capital and the importance of internal alignment and careful CEO engagement.
Most PR internships are not built to convert. The ones that do are the ones where the intern understood the difference and operated accordingly from day one. The specific playbook — week by week.
Breaking into PR in 2026 is different than it was five years ago. The entry-level job market shifted, AI changed what skills matter, and the practitioners landing competitive roles are doing something the generic playbook doesn't cover.
AI is splitting the PR profession into two populations — those using it to multiply their output and those not. What specifically is being automated, what is becoming more valuable, and the new roles emerging right now.
The agency vs. in-house choice is the most common career decision in communications and the most consistently answered with the wrong framework. The right framework — by career stage, compensation reality, and skill development calculus.
The PR and communications industry is restructuring around AI, GEO, and the answer-engine era. What the discipline looks like now, where it is going, and how to build a career that compounds rather than depreciates.
The mental health PR landscape requires a unique approach due to its regulatory complexity, patient-safety implications, and the dynamics of celebrity disclosures. This article explores the strategies that work, and those that don't, for brands in this specialized category, offering insights into building sustained category position beyond traditional consumer marketing tactics.
AdTech & MarTech PR: cookie deprecation, retail media (Amazon, Walmart, Target), AI in creative and buying. The discipline for the always-transition category.
Traditional crisis management playbooks are failing in the age of AI. 5W AI Communications is building new infrastructure to address the "retrieval problem" where AI tools like ChatGPT and Gemini shape public perception. Their approach combines earned media, Generative Engine Optimization (GEO), and AI-visibility measurement to proactively manage a brand's presence in AI answers before a crisis hits.