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"Old PR vs New PR" was a 2010–2015 binary built on the shift from print-and-broadcast to digital. Twelve years later, the discipline runs across three eras: print-and-broadcast (1980s–2000s), digital/social/SEO (2009–2020), and AI Communications (2024–present). The "old vs new" binary collapsed when the third era arrived.
Image-based reputation management has shifted from Google suppression to AI Communications. Deepfakes, hallucinated engine answers, and Citation Share for visual queries — the 2026 reference.
In 2012, UK marketers were debating whether search and social would keep growing. Fourteen years later: both grew, both got restructured (Google AI Overviews, ChatGPT, Apple ATT, platform fragmentation), and both are now inputs to the AI Communications layer — the new buyer research substrate.
The marketing misconceptions that cost founders money — vocabulary, slow-burn results, content vs. self-promotion, the SEO compounding curve, and the new AI Communications layer the 2012 version of this conversation never had to deal with.
The U.S. PR industry passed $20 billion in annual revenue this decade. The 2012 forecast was $13.4 billion by 2017 \u2014 cleared and surpassed. Now AI Communications is reshaping where the next $10 billion gets earned.
Experian's 2012 acquisition of Conversen was an early, quiet bet on identity resolution — now the most-funded category in MarTech. Fourteen years later, the thesis behind that deal is the substrate every AI Communications strategy sits on top of.
Global PR spend crossed $100B+ in recent years, with PR services itself well above $20B. Edelman, Omnicom, IPG, WPP, Publicis, 5W. From Bernays to AI Communications — and Citation Share as the new ROI.
EPR's 2026 reference on SMB social media practice. The 2012 infrastructure failures are mostly solved. The discipline gap is wider than ever — inconsistent cadence, generic content, no measurement, no integration, no AI Communications strategy.
The leading independent PR agencies of the past two decades are founder-driven businesses. Ronn Torossian at 5W AI Communications, Kathy Bloomgarden at Ruder Finn, Melissa Waggener Zorkin at WE Communications, Michael Kempner at MikeWorldWide, and Andy Getsey at the former Atomic PR each built personal brands inseparable from their firms.
Everything-PR's 2011 industry-leader interview with Ronn Torossian, founder and chairman of 5W AI Communications. The original EPR feature — on crisis PR, media training, social media, and the operating principles behind the firm.
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