Reputation

Muck Rack’s Generative Pulse Summit opened on the heels of its Dec. 2025 “What is AI Reading?” Report release, which showed just how much AI search engines and GEO rely on journalism and other forms of earned media to shape their answers. 

You must own your career story before AI or others define it for you.

PR Roundup examines how to respond when your leadership insults members of the media, using the example of Trump and a reporter he called “piggy,” how the Cloudflare CEO responded after another outage and a new report acknowledging that users want brands on Bluesky for customer care.

PRNEWS sat down with Morning Consult for an inside look at its latest Fastest Growing Brands report. The discussion provides PR pros with information regarding Gen Z and traditional media consumption, tips for earned media in the era of AI, and the big impact of TikTok. 

How healthcare brands like Tylenol, UnitedHealth and BetterHelp respond when trust meets skepticism reveals who they are, and whether they still deserve to be believed.

This week’s PR Roundup explores how brands should approach SNAP and the government shutdown, Muck Rack’s latest “State of PR Measurement” report and a beefy campaign from A.1.

2025 PRSA ICON gathered comms professionals, educators and students to explore themes on impactful storytelling, industry ethics, leadership and reputation in polarized times, and the effect of technology on the profession. 

Learn how to navigate AI crisis challenges by focusing on transparency and aligning AI use with brand values.

Most companies prepare for technical outage recovery. Very few prepare for reputational recovery.

The PR profession has a critical responsibility and opportunity to lead organizations and clients in bridging the divide in the country through relationship-building and dialogue that fosters greater understanding.