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As public relations enters 2026, insights from PRSA ICON reveal how AI, narrative intelligence, authenticity, and data governance are reshaping the future of communications.

Brand USA has named The Walshe Group as its new PR partner in Australia and New Zealand following a competitive RFP process. The appointment aims to boost U.S. tourism visibility across the region ahead of landmark events such as the 2026 FIFA World Cup, America’s 250th anniversary, and the Route 66 Centennial.

Today’s Wednesday breakfast briefing rounds up the most important developments shaping the communications landscape—from global economic conversations at Davos to corporate deals, regulatory news, earnings results, and agency leadership moves that matter to PR professionals.

This week’s PR roundup explores the growing risks shaping brand reputation, the implications of an FBI search involving a journalist, Wendy’s latest social media controversy, and the lasting legacy of a respected PR leader—offering timely insights for today’s communicators.

PR is no longer just about media coverage—it’s a strategic, analytics-powered function that protects reputation, builds trust, and drives long-term business value. As technology reshapes communications, PR now plays a role as vital as insurance in safeguarding organisations against reputational and stakeholder risk.

The future of PR in 2025 is all about balance — combining AI-powered insights with authentic storytelling and human connection. From data-driven campaigns to empathy-led communication, brands are learning that real trust comes from transparency and purpose. Here’s how PR is evolving in the age of intelligence and emotion.

In 2025, the press release has evolved from a static announcement into a dynamic, multichannel experience. The modern “release stack” integrates AI, automation, data, and storytelling to help brands amplify messages across earned, owned, paid, and shared media. From personalized outreach to real-time analytics, today’s PR professionals act like digital publishers — creating connected, measurable, and human-centered brand stories that cut through the noise.

In 2025, PR isn’t measured by clippings or impressions — it’s judged by outcomes. Learn which metrics truly reflect brand reputation and business impact, including share of voice, sentiment, and message pull-through, and why it’s time to ditch vanity metrics for good.

PR in 2025 is transforming fast — powered by AI, data, and purpose. From predictive media intelligence to global storytelling and measurable impact, discover the key trends every communications leader needs to master to stay relevant and drive brand trust.