Navigating the New Newsroom: Reflections from The Future of Communications Conference

Last week, I had the privilege of speaking at The Future of Communications Conference in Austin, Texas, on a panel titled The New Newsroom: Earning Attention in a Seismic Media Landscape with Aubrey J , Ashley A. Forrester , and moderated by the amazing Patrice Smith, APR . It was an incredible experience to join some of the brightest minds in public relations and communications to explore how we can better adapt and thrive in this ever-evolving field. #CommsWeek2024 was fun, informative, and inspiring.

Key Takeaways

1. The Essential Role of PR and Communications Post-Election: As public relations and communications professionals, our roles have never been more critical than they are now. With the continued shifts in media consumption and heightened public scrutiny following major societal events, such as this past presidential election, we are positioned as trusted navigators for truth and strategy in an increasingly noisy media environment. Our jobs rely on truth, data, and verifiable facts. Now is NOT the time to back away from any of that. Ragan started the first panel off with this exact subject and I could not have been more shocked and proud. They were unafraid and undeterred in pointing out these ideas and directives. For many of us, it was very empowering. They said exactly what we needed to hear.
2. Underutilization of PR Professionals: Despite having PR and communications teams in place, many organizations still fail to harness their full potential. This stems largely from a lack of understanding of what we bring to the table. As an industry, we must confidently stand on our expertise, articulate the value we provide, and lead with purpose.
3. Advocating for Ourselves and Our Industry: Moving forward, I’m committed to being an ambassador for our profession. The public, businesses, and even personal brands need greater education on how PR and communications can shape narratives, drive business goals, and create meaningful impact.

To the entire Ragan Communications and PR Daily team, thank you for a memorable event and empowering experience. PRSA Austin , Tony Cheevers , and Women Communicators of Austin made the networking event so warm and lively. I cannot say enough good things about your hospitality. It felt great to be among you all.

Looking Ahead

As we head into December and prepare for 2025, I am inspired to champion the PR industry with renewed energy and focus. Now is the time to lean into our expertise and elevate the conversation around what we can achieve together. I want to thank Team Prowly for always trusting me to represent their organization with wisdom and class... and sometimes a little humor and sarcasm. As unserious as I can be at times, when it comes to the tools that I use and the organizations that I represent, I am very serious. As I mentioned on stage, the most important tools for my business are:

1. Prowly - Media database, monitoring, pitching tools
2. StartingPoint - AI-driven workflow automation to manage my professional and shared services
3. HubSpot - CRM and marketing tools

Join the Conversation

If you share my passion for communications, I invite you to join my PR and Communication Referral Group , where we connect, collaborate, and amplify our work. Additionally, if you’re looking for a speaker to inspire your team or organization, I’d love to bring my experience and insights to your next event.

Let’s continue to drive this industry forward with confidence, creativity, and collaboration.

Click here to join the group or book me to speak at [email protected].

Together, we can showcase the true power of public relations and communications.