As the PR and communications industry continues to rapidly evolve, leaders who embrace change while staying grounded in values are guiding the path forward.
PRNEWS had the opportunity to chat with Brandi Boatner, President of New York Women in Communications (NYWICI) and Head of Global Influencer Marketing, Corporate Affairs at IBM, about the trends shaping PR today and how NYWICI is innovating to support the next generation of communicators.
In the conversation, Boatner shares candid insights on the power of cultural intelligence, the importance of trust in an AI-driven world, and why proactive PR is more vital than ever.
PRNEWS: How would you describe the current state of the communications and PR industry? What excites you—and what concerns you most?
Brandi Boatner: Currently, the PR industry is more dynamic than ever before, characterized by constant evolution and change. What excites me most is technology’s impact on the profession driving increasing sophistication of our strategies.
The creative application of AI-powered analytics, immersive technologies and personalized content delivery offers unprecedented opportunities to understand and engage audiences on a much deeper level. Thanks to these tools, we can now leverage the craft—we can create truly impactful narratives and build meaningful connections.
What concerns me most is the constant battle against misinformation and the erosion of trust in traditional institutions that require communicators to be more vigilant and ethical in our practices. Navigating the ever-shifting platform landscape and ensuring authentic engagement amidst the digital noise are ongoing challenges that demand adaptability and a commitment to transparency. The sheer volume of information and the speed it travels, requires constant responsiveness. The key is how to practice proactive PR rather than reactive PR.
PRNEWS: What do you think are the most critical trends shaping communications right now?
Boatner: For me, AI is no longer a futuristic concept or something for communicators to experiment with.
AI is revolutionizing everything we do from content creation and distribution to audience segmentation and measurement, offering both incredible efficiencies and new strategic possibilities. However, AI effectiveness depends on trust. In an era of deepfakes and algorithmic bias, building and maintaining audience trust in both the message and the messenger is paramount.
Maintaining audience trust, means we need to ensure we are meeting audiences where they are especially with the relentless platform shifts and content consumption. Platform shifts require constant learning and adaptation, and that communicators are digitally fluent across a variety of ecosystems.
Finally, there is a trend that I do not think gets the attention it deserves that I feel is crucial in today’s digital landscape—CULTURE.
Culture is no longer a static backdrop but an influential force that shapes audience perceptions, drives engagement and ultimately determines the success or failure of communication efforts.
For PR and communications professionals, cultivating cultural intelligence, embracing adaptability and prioritizing cultural sensitivity are not just best practices; they are essential survival skills in digital communication.
PRNEWS: In what ways have expectations for PR professionals changed over the past few years—from brands, media and the public?
Boatner: Universally, expectations for PR professionals have heightened significantly. Brands and their stakeholders now look to PR professionals not just for earned media results but as strategic advisors who can contribute directly to business strategy and objectives, build reputation resilience and navigate complex societal issues. We must be data driven and adept to crisis management in an always-on world.
Media, which is facing its own transformation, also has expectations that have shifted due to shrinking newsrooms and a constant news cycle. The media demands timely, accurate and highly relevant and well-researched information from PR professionals to produce newsworthy content that understand the nuances of specific audiences and platforms. This is where storytelling skills are critical and essential.
The public, empowered by social media and demanding transparency, expects brands and organizations to be authentic, socially responsible and responsive. They want to engage in two-way conversations and hold organizations accountable for their actions and values. PR professionals are now on the front lines of managing these public expectations and fostering genuine engagement.
PRNEWS: What qualities do you think define the most successful communications leaders today?
Successful communications leaders in 2025 are innovative thinkers, who must always explore new approaches and push the boundaries on what’s possible in PR. Communications leaders must almost be futurists in a sense to anticipate future trends.
Empathetic and inclusive leadership are also qualities that are critically important for the most successful communications leaders to build trust. They foster diverse teams and understand the importance of authentic and culturally-sensitive communication. And finally, successful comms leaders practice digital fluency to understand the nuances of various platforms and emerging technologies.
PRNEWS: NYWICI has long been a powerful community for women in comms. How is the organization evolving to meet the needs of today’s professionals?
Boatner: NYWICI remains the cornerstone community for women in communications, and we are continuously evolving to ensure we meet the needs of today's professionals across the entire communications landscape. We’re focused on programming and delivering in-person experiences that address challenges and opportunities in the industry today like AI, ESG, healthcare, analytics and women in sports.
We continue to live our values and strategic narrative with our commitment to inclusion, ensuring our community reflects the richness of the industry and provides a supportive environment for personal and professional development. We are committed to empowering women at every stage of their careers with the knowledge, connections and support they need to thrive in this dynamic industry.
PRNEWS: What advice do you give to early-career professionals entering the industry today?
Boatner: My advice to early-career professionals is to embrace failure and learn from your mistakes. Don’t be afraid to take risks, and trust your instincts. Because the industry is constantly evolving, upskill in areas like data analytics, data science and coding. Actively build a strong professional network and seek out mentors who can guide you. Attend industry events – alone. Relationships matter and are invaluable.
Join member-based organizations like PRSA and NYWICI to establish a community of like-minded people who can help you throughout your entire career. Stay true to your values and always remember who you are and where you came from.
PRNEWS: What initiatives are you most proud of during your tenure as NYWICI president?
Boatner: I am so incredibly proud of our scholarship program and recipients both past and present. I’ve met many of our scholarship recipients and most of them share how life-changing their NYWICI scholarship was for their career trajectory. Hearing their stories and the role NYWICI played in their professional development, warms my heart. I want to encourage those reading this interview to learn more about our scholarship program, our recipients and consider having a sponsored scholarship for your organization.