Stories by Justin Hall

As AI becomes more embedded in PR workflows, having a clear use case policy and providing proper training are essential. PR pros must also balance leveraging these tools and preserving the core skills that make great communicators—critical thinking, creativity, and relationship-building—so the next generation of PR talent isn’t left behind.

Data from Edelman’s Trust Barometer shows only 30% of journalists say CEOs are the most credible voice for company information, which means 70% would rather hear from someone else.

As change and chaos grips our politics, and business leaders try to find their footing, the desire to take bold action can be tempting. In moments like these, however, that kind of thinking can be illusory—and seeking that sense of calm or catharsis for its own sake can lead to ill-advised short-term decision-making with long-term consequences for your brand.

At PRNEWS’ March 25 online training workshop, Artificial Intelligence for PR, attendees will learn best practices for pitching media using generative AI, how to use the latest tools for deep research, top AI use cases for PR professionals, how to protect organizations from AI threats, and much more. Following is a conversation with one of our panelists, Scott Dobroski, VP, Corporate Communications at Indeed, on best practices for using AI when pitching media.

How can communicators navigate the overwhelming nature of breaking news without experiencing burnout and maintain a healthy work-life balance?

While local media audiences may be smaller, tailored messaging allows for deeper engagement, enabling niche audiences to connect in ways that mainstream media often cannot.

Turo, a peer-to-peer car rental platform, faced not one, but two crises during New Year’s 2025. The perpetrators of both violent incidents had procured their vehicles from the app.

The social media world is a turbulent place, and a difficult one for B2B PR pros to navigate, but the payoff is well worth it for those that can adapt their strategies.

Dr. Shamard Charles discusses how a strong pitch stands out by balancing timeliness with accuracy, and explains why kindness, integrity and flexibility are essential for shaping stories that go beyond the headline.

The Washington Post’s crisis and the erosion of trust it faces represents a perilous moment for media relations professionals and the general public who rely on the press for competent and independent reporting.