Four baseline AI skills now define the communications professional's job: directing AI tools, verifying AI output, understanding AI visibility, and knowing the confidentiality line. None are technical. All four are table stakes in 2026.
The communications industry runs on the relationships inside Page Society, PR Council, PRSA Counselors Academy, and ICCO. What each community actually delivers — and why most senior practitioners belong to fewer than they should.
The vocabulary of communications has changed faster in three years than in the previous thirty. Citation Share, Generative Engine Optimization, retrieval anchor, Pre-Zero Moment of Truth — building fluency in this vocabulary is now part of the craft. Seven practical ways.