Lori Rosen on PR’s Evolution in the Digital Era

1. Having represented media brands and publishers from the magazine era to marketing agencies and content creators today, how has the evolution of the media space shaped the way you approach PR?

We have always followed a top-down public relations strategy, with a focus on national media outlets in television, radio, and print, as well as industry outlets in the B2B space. But as the media landscape expanded and fragmented across digital channels, new opportunities for coverage emerged. This shift encouraged a “more is more” approach, as national media hits began to have shorter life spans. At the same time, coverage—whether national or regional—now lives on beyond its initial run, shared and amplified across digital channels, newsletters, and social media, giving a lasting presence and enduring shelf life. The evolution continues to take shape. Podcasts and Substack writers have expanded the media universe again, and our strategy has adapted to actively target these emerging platforms.

2. For media brands, publishers, content creators and marketing agencies, what are the key ingredients of a successful PR strategy?
First and foremost, companies in the media and marketing space must execute a solid thought leadership campaign. Be willing to comment on timely topics—and say something different from everybody else. That’s how you stand out, and how you demonstrate true thought leadership. After all, what’s the point in commenting if you’re simply saying what everybody else is saying? Media industry leaders must be ready and poised to create their own content via newsletters, bylined articles and blog posts, as well as manage a robust LinkedIn presence. Staying front and center is key, and being viewed as a thought leader in your field of expertise will keep you ahead of the competition. Further, consistency is critical; a one-off effort isn’t going to achieve the same impact as a sustained, long-term campaign.

Beyond that, availability and responsiveness are also critical. In a marketing and media landscape where everything moves so quickly—major announcements, brand controversies and industry shake-ups included—you want to earn the reputation with reporters and producers as a trusted source who can reliably deliver quick, insightful commentary on a tight deadline. A strong PR partner will pave the way to building that rapport with key media contacts.


3. Over the years, the lines between PR, marketing, and digital have blurred. How has this convergence reshaped client expectations and the role of PR firms?

The lines between PR, marketing, and digital have always overlapped, but today the role of PR agencies has clearly expanded. Agencies are now expected to manage comprehensive content strategies as an integral part of campaigns—developing website copy, articles, blog posts, email newsletters, and even coordinating events. Increasingly, they’re also tasked with running social media campaigns. While this may appear to be a natural extension of PR, in practice social media campaigns require a different set of skills, with greater emphasis on design, agility, timeliness and cultural sensibility. Throughout the years, I’ve always found the evolution of our industry exciting and invigorating, and today is no different.


4. You’ve compared the rise of AI to the early days of Google. Can you expand on that comparison?

In the early years of Google, it became evident that articles and backlinks from authoritative domains significantly influenced search rankings, often determining whether a brand appeared on the first page of results. As a result, media coverage became an essential component of SEO strategies. This dynamic persists in the current era of artificial intelligence. Brands, marketers and PR practitioners are learning to navigate and leverage AI tools in a way that benefits their businesses. Like we’ve seen with SEO, positive press drives website visits and overall brand presence. However, negative press can also wreak havoc on search results, living in full view online for years. Media coverage continues to play a central role in shaping how companies surface in searches, underscoring the enduring importance of digital strategy. We, as PR professionals, must be nimble and adapt to meet our clients' needs in a world that is continually advancing in technology.


5. How should agencies balance the use of data-driven tools with the need for creativity, relationships, and storytelling?

Let’s start with storytelling. That is the most effective tool in the arsenal. Creativity and relationships are a close second, and the data-driven tools should be used for polish and efficiency. There are no shortcuts; you cannot circumvent creativity. However, it is important to embrace new technology and leverage it accordingly. Effective ways to use AI include:

• Embrace it like a highly customizable tool, or even a co-worker—not a crutch.
• Bounce ideas off ChatGPT; ask questions, ask follow-up questions.
• Give feedback so it knows why you chose the response you did over the other ones.
• Use it for ideation, format suggestions and design concepts, but not as a substitute for judgment and critical thinking.
• Aim to think of yourself as an artist and a scientist; if you struggle to find that balance, collaborate with a coworker whose strengths complement your own.


6. Many marketing and technology brands are competing for visibility and credibility. What advice would you give them to stand out in today’s marketplace?

Where do I begin? First and foremost, standing out requires a commitment to a long-term plan. Understand that visibility is not achieved through a single quick fix or isolated success. It is not just the iconic New York Times profile, the AP feature, the high-profile podcast appearance, or the viral social media post. Nor is it only the bylined article in The Wall Street Journal or the CNBC appearance. True impact comes from the cumulative effect of all these efforts. Consistency is essential. Much like cultivating a thriving plant, a PR campaign must be nurtured over time to remain vibrant and top of mind.

If I were advising the OG technology leaders (aka Mark, Elon, Jeff), I would advise them to tone down the decadence and up the empathy factor. Leverage your resources to organize worldwide volunteer efforts for good or build housing for homeless people in distressed areas. Put your talent and resources to good work, and the public would be happy for you to boast about it. Think of other iconic leaders that we admire, such as Lady Diana, who went into minefields; Warren Buffett, who committed to giving most of his money away; and Oprah, who literally built schools for girls in Africa.

More realistically, for non-household name technology and marketing brand leaders, it is important to take a stand and be authentic. People crave authenticity. We would also recommend creating and owning an event that showcases your company’s unique strengths on a broader stage and exists separately from the day-to-day business. Another powerful tactic is to revive the pre-dot-com tradition of meetups. They foster community, build brand equity, and deliver real value. Plus, they are fun.