The world of PR and communications continues to evolve at a breakneck pace, shaped by shifting media landscapes, cultural nuances, and emerging technologies like AI. We’ve gathered insights from industry leaders across the globe. From Dallas to Milan, Sydney to London, these experts share how they’re navigating today’s challenges and redefining strategies to connect with audiences in meaningful, impactful ways.
Dallas, Texas | Suzanne Droese, Founder & Principal, Droese Public Relations
On media relationships:
“The PR landscape has changed remarkably over the past few years, and will continue to evolve. It’s imperative to have strong mutually beneficial relationships with the media. We must work with them as partners, so they see the value in us as publicists. It’s not about pitching to a huge, faceless list. It’s about working together.
We’ve seen both the positive and the negative of AI, and I don’t expect that will change in the foreseeable future. It can be an incredible tool for brainstorming and editing; but on the flip side it can ‘fake’ the moments — which publicists have to address and clean up.”
On local, national, and international nuances:
“Beyond being aware and respectful of cultural norms, we also have to think about language variations. It’s not as simple as using an online translation app. We rely on outside sources to help us navigate that process. Our communication may tend to be a bit more formal in this instance, but it’s worth it to avoid miscommunication. Local consulates can be super helpful in guiding you.”
On the state of PR today:
“The future looks bright for PR! As we work within the luxury arena, brands are more anxious than ever to tap into top-tier media outlets, as well as having the ability to reach high net worth consumers. PR is not just about traditional media anymore. We are diving heavily into partnerships, trunk shows, road shows and events to showcase brands.”
Los Angeles, California | Priscila Martinez, Founder & CEO, The Brand Agency
On local, national, and international nuances:
“Our firm The Brand Agency services clients all over the world, Hong Kong, Mexico, Italy, Denmark, Singapore, Japan and China are just a few of the territories we service. We are constantly on our toes adapting to working styles, working hours and the unspoken expectations between agency and client. These expectations vary widely from country to country. Communication platforms also vary by country, and our team has to meet our clients where they are at. Some prefer certain chat applications, others type out quick WhatsApp messages. Little things like remembering that our clients don’t share our same holidays and office closures can also become big things in the long run.”
Sydney, Australia | Trish Varker-Miles, Founder, TNA
On media relationships:
“While strong media relationships remain the bedrock of effective PR, digital has fundamentally reshaped how these connections translate into coverage. Even the most robust journalist relationships now operate within the constraints of a data-driven newsroom. Where once a trusted PR professional could leverage their media relationships to secure coverage for smaller stories or client announcements, today's journalists – regardless of how strong the relationship – must justify their editorial choices against hard metrics and engagement data.
PR professionals need to be true strategic partners to their media contacts, understanding the pressures they face and delivering stories that align with their digital performance targets. The most successful PR practitioners now combine traditional relationship building with digital literacy, helping journalists package stories in ways that will resonate across digital and social platforms while meeting their engagement benchmarks.
While a strong coffee catch-up with a journalist can still open doors, it's the ability to deliver stories with demonstrable digital appeal that keeps them open. The modern PR professional needs to be both a relationship builder and a digital storytelling strategist.”
On local, national, and international nuances:
“In Australia our media landscape is highly concentrated compared to many international markets, with a few major players dominating national coverage. This means relationship building with key journalists is crucial for local success. However, when working internationally, Australian brands often need to work harder to establish relevance and overcome the perception of geographic isolation.
Australia's time zone also presents distinct challenges for international PR. Being ahead of most major markets means we're often coordinating launches and announcements that need to align across multiple time zones.
In addition to working from an Australian perspective, we often need to adapt APAC-wide communications that originate from regional hubs in Singapore, Hong Kong, or Shanghai. This means recalibrating messaging and campaigns designed for the Asian market to resonate with Australia's market preferences.”
On the state of PR today:
“In Australia much like the rest of the world, the traditional boundaries that once separated PR and marketing have essentially disappeared. Where we once had clear divisions - PR handled media relations while marketing managed paid campaigns - we're now seeing these functions overlap significantly.
In a single day, we might be crafting a media release for mainstream journalists, developing social content for LinkedIn and Instagram, coordinating with influencers, managing paid social amplification or writing opinion pieces for industry publications.
This shift has transformed how we measure success. We can no longer just count media clippings or track advertising reach separately. Instead, we're looking at how earned media coverage drives social engagement, how organic social posts influence traditional media coverage, and how paid amplification can boost the impact of earned content.
As a result we now need to be skilled in SEO, social media algorithms, content marketing, and data analytics - while still maintaining those crucial journalist relationships. We're essentially becoming integrated communications strategists rather than traditional PR professionals.”
Milan, Italy | Francesca Parini, CEO, Parini Associati S.r.l.
On media relationships:
“In the Italian market, media relationships have been significantly impacted by trends such as AI, shrinking newsrooms, and a heavy reliance on social media. Like many global counterparts, Italian newsrooms are dealing with staff reductions, which often translates into journalists having broader responsibilities and less time to nurture relationships with PR professionals. AI tools are becoming valuable assets in curating content and automating tasks, but they also demand a different skill set from media professionals who must adapt to this technology.
Social media heavily influences how Italian audiences consume news, with platforms like Facebook, Twitter, and Instagram serving as primary information sources. As a result, media relations in Italy are steering towards more digital and multimedia content, requiring PR professionals to craft pitches that are concise and visually engaging to capture the attention of both journalists and their audiences.”
On local, national, and international nuances:
“When working with international brands or media outlets, Italian PR professionals often navigate language barriers and cultural nuances. International partners may exhibit different expectations regarding PR strategies, preferring data-driven results and global consistency, whereas local brands might prioritize personal relationships and cultural resonance.
Italian media can be distinctly different, with a strong emphasis on face-to-face interactions and personal trust-building. Understanding the local context, such as regional dialects, cultural festivities, and local business practices, are crucial when dealing with Italian media. Local outlets may also require more tailored stories that resonate specifically with Italian audiences, reflecting local concerns and interests.”
On the state of PR today:
“The PR landscape in Italy today is dynamic, experiencing both challenges and opportunities. On one hand, there is growing competition from digital marketing and influencer-driven campaigns. On the other, there is an increased recognition of the value of strategic communications in brand building and reputation management.
Italian PR is increasingly integrating digital strategies, including content marketing, SEO, and social media engagement. However, traditional PR practices such as press releases and media events still hold importance, especially for audiences who value credibility and established media sources.
Innovation through AI and data analytics is slowly gaining ground in Italian PR practices, facilitating more targeted messaging and performance measurement. However, PR in Italy continues to maintain a strong emphasis on personal relationships and storytelling, which resonate well with local culture and media preferences.
In conclusion, while the Italian PR industry faces similar global trends, it uniquely blends traditional practices with modern technological adaptations, valuing personal connections highly, which opportunities local strategies to thrive alongside international ones.”
London, England | Anna Pavlova, EMEA Marketing Lead, FINN Partners
On the state of PR today:
"Experience is everything. It isn't about selling a product any longer — whether it’s a hotel room, a plane ticket, or a luxury item – it’s about the experience of owning, using, and connecting with the brand itself. It’s about offering something memorable – a connection that goes beyond the transaction.
Deep authentic connection. More meaningful connection with the audience on a deeper level. Again, it's part of giving a unique experience by knowing what the audience truly wants and needs. This goes beyond demographics. It's looking into what fundamentally drives our audience and finding ways to address those deeper needs with unique, thoughtful experiences.
Shifting Perceptions of Value. The meaning of 'value' has evolved. We aren’t buying just because we can — we’re buying because it represents something greater. Today, purchases are symbols of identity, intention, and alignment with personal values. Brands that understand this can create offerings that are not just desirable, but significant."
Day One’s Chief Creative Officer, Jamie Falkowski, recently took the stage at Advertising Week Asia, distilling the essence of Day One’s approach to engaging with youth culture into actionable insights. The result? A five-step plan designed to inspire and empower marketers to stay relevant in an ever-evolving landscape. While the rules of engagement shift rapidly, these guiding principles offer a snapshot of how Day One is navigating the delicate balance of earning relevancy to build enduring brand legacy.
Jena Salvatore, Day One
1. Philosophy Over A Playbook
Ignore what works on social media in favor of what defines your brand. Social platforms are not a place to chase engagement, but a new world in which to represent who you are. So tune out the noise, definitely don’t jump on the trend of the day, and instead think about what the world needs to know about your brand — and chase after the most authentic way to share that information.
2. Connect the C-Suite to the Comments
Find the overlap between your brand truth and the fan truth. This year’s best briefs haven’t come from the brands, but from the engaged community not just following along, but pushing the conversation forward.
3. Respect the (Niche) Culture
Ignore the middle and you’ll find success at either end — go very very big, or immerse yourself in passionate sub-cultures whose size belies their power. Get specific to build connection.
4. Prime Time is All the Time
Even on those rare occasions that we’re all tuned into the same thing, we are also tuned into another thing. As second screen culture continues to evolve, do more than just comment. Add something real to the conversation.
5. Let Go of Your IP, Hold on to Your Truth
Hang on to your DNA of course, but evolve how and where you show up. We live in a world of remixes and reinventions. Instead of fighting it, create new tools and take advantage of the moment.
