8 Takeaways from PRSA Cincinnati’s State of PR 2026
Posted on Mar. 10, 2026 / Subscribe 0
In February, PRSA Cincinnati gathered communications professionals for its second annual State of PR meeting. Agency leaders, corporate communicators and marketing professionals discussed how the profession is evolving and what skills and strategies communicators need now.
We thank our moderator Nick Vehr and panelists Tiffany Luckey, Jonathan Kissel, Shara Clark and Melissa Currence. Special thanks to First Financial Bank’s Community Center for hosting our event!
As an additional resource, check out the 2026 Edelman Trust Barometer report.
Here are eight key themes that emerged from the conversation.
1: AI Is Changing the Workflow, Not the Responsibility
A few years ago, many PR professionals resisted AI as “cheating.” But that reluctance has largely faded.
Today, communicators are using AI in their day-to-day workflows, such as helping draft copy, summarize articles, support campaign planning and improve editing. But the real value comes from combining AI’s speed with human judgment.
2. Outcomes Over Metrics
Big reach numbers and long lists of placements may look impressive, but leaders want to know what the real impact is on relationships, trust and behavior change. Communicators are being asked to translate communications activity into organizational outcomes, not just outputs.
3. Know When to Pause
With social media, a workplace incident or controversial statement can spiral online within hours. Social media reactions, AI-generated content and misinformation can amplify issues quickly. While the instinct to respond immediately is understandable, experienced communicators know that thoughtful timing is often more valuable than instant reaction.
- Advice: Develop holding statements in advance. Even if they’re never used, they give organizations the ability to respond more strategically during high-pressure moments.
4. Internal Communications is a Strategic Priority
Employees are ambassadors, stakeholders and participants in the public conversation about an organization. Employees are already talking about their organizations online, so internal communications can help shape those stories.
5. PR Professionals are Strategic Counselors, Not Order Takers
Clients and executives often want fast results, and sometimes unrealistic ones. The profession’s value lies in strategic counsel, not just execution. Communicators who step into the role of advisor and consultant help organizations avoid reactive decisions and focus on sustainable reputation building.
6. Reputation Management Has Become More Complex
Organizations across sectors are navigating an increasingly sensitive public environment. Many are approaching social and political issues with greater caution, evaluating when to engage publicly and when restraint may be the wiser course. As an example, the conversation around DEI initiatives has prompted many organizations to reconsider how they frame and communicate commitments even when their underlying values remain unchanged.
7. Generative Engine Optimization (GEO) Is the Next Frontier
Search behavior is changing rapidly with many turning to AI tools like ChatGPT rather than traditional search engines. So communicators need to think of AI as an audience. Consistency across channels helps ensure accuracy in AI-generated responses.
8. The Tried and True Skills Still Matter
Continuing to upskill on technology is important, but the core skills of PR haven’t changed. Great communicators still need to write clearly, exercise sound judgment, adapt quickly, accept feedback and keep learning.
Technology can help us move faster, but it can't replace the skilled professional who can think strategically, navigate a tough situation or recognize when a message might backfire.
Week of Caring
Thanks to the those who helped us collect canned and non-perishable foods and donations for the Freestore FoodBank, one of Ohio’s largest food banks as part of PRSA East Central District's Week of Caring. Thank you for your generosity!
Join us for the next event
PRSA Cincinnati holds informative events for local communications professionals, and we'd love to have you at our next event! Check out our Events page for upcoming events.
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