A good Sunday to everyone. I’m Nicole Schuman, Managing Editor for PRNEWS.

The role of the PR pro is evolving—and fast. At this week's Institute for Public Relations' Bridge Conference, we caught up with Aaron Kwittken, founder of AI-powered PR SAAS platform PRophet, to talk about how AI and technology are reshaping communications.

Kwittken, a self-described “comms futurist,” says it’s time to move past gut instinct and lean into a more data-informed, tech-savvy approach. He teased the concept of the “communications engineer”—a new breed of PR pro skilled in stats, data visualization, and more.

For those hesitant to dive in, Kwittken offers simple advice in the piece: experiment daily. Whether it’s testing a message or uncovering new audiences, the goal is to use AI to solve real problems—and become more efficient along the way.

The PRNEWS team wishes you a wonderful Sunday and a great start to your week. As always, we welcome feedback on our newsletters. Feel free to contact me at nschuman@prnewsonline.com.

PRNEWS caught up with Aaron Kwittken, PR industry and agency veteran, and Founder and CEO of PRophet, to discuss some of the best ways of how technology has evolved to assist PR.
  • What's old is now new. The press release might be your only single source of truth for what's called GEO—generative engine optimization, not SEO. You need to make sure that your press release is being surfaced by Gemini and by OpenAI.
  • You're starting to see an increase in investment for platforms, not just people. I know that sounds horrible, but it's actually not. I think that's a good thing [as it helps employees learn new platforms to assist their daily routines and be more efficient].
  • Message testing is huge. Someone like Starbucks, they'll take a statement, and they can run it through an AI program to see how the statement resonates for favorability with certain demographics such as the general population versus with 18 to 34 year olds. Being more predictive, that's where the real gains are going to be.
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