Artificial intelligence “is changing how we create content,” Angela Dwyer, APR, said. “AI search is a huge channel, in terms of influence.”

For PR pros, getting clients mentioned in the news media is no longer the end goal. Today’s PR professionals must craft messages that will also be cited by the AI models many consumers increasingly rely on to answer their questions.

Earned media still matters

According to Muck Rack’s research, AI models tend to favor credible journalism as sources. Some 94% of the sources AI models cite are non-paid content, 84% of which is earned media mentions that PR pros have worked to arrange.

Artificial intelligence favoring earned media is “super exciting for comms professionals today,” said Martin, a longtime PR and media relations pro who serves as managing director of media and influence for Allison Worldwide in New York.

The research findings “validate our business” and create a mandate “to look at how AI is impacted by the work that we do,” he said. AI answer engines often rely on unpaid content as one signal of authority when evaluating the information they serve to users, he said.

Content from YouTube and LinkedIn is also being cited more often by AI models, Martin told Dawn Robintette, APR, Fellow PRSA. Robintette, owner of Tale to Tell Communications in San Antonio, moderated “AI Pulse” for regular host and immediate PRSA past chair Ray Day, who was on vacation.

Executive thought leadership on LinkedIn, as well as content from influencers on LinkedIn and YouTube, can also increase visibility in AI-generated responses, Martin said.

“These are areas that we as comms professionals need to think about when applying strategy,” he said. “Discovery-based communities like Reddit and Quora are becoming another important source of earned visibility.”

Creating content AI will cite

Different AI models rely on different types of sources, the research found. While earned media is the top source for ChatGPT answers (at 35%), it falls to third place on the more scholarly Claude AI, which prefers research papers and government sources.

Earned media also drops to third place for Google’s Gemini AI, which favors content from its own YouTube platform and wider Google ecosystem. Similarly, Microsoft’s Copilot favors the company’s LinkedIn platform and the index of its Bing search engine, pushing earned media to third place.

“Things are changing in the world of earned media,” said Dwyer, vice president of Insights at Fullintel, a media-monitoring and measurement company.

From clicks to citations

Website clicks might be down, “but people are still being influenced by the content,” she said. “They’re just getting it from a different source. They’re going to AI search, or, more old-fashioned, they’re still going to Google, where they type in their search and get an AI overview. You want to be one of the links cited.”

In some industries, for example, health care, owned content such as websites is seen as credible by AI models, she said.

Along with authority and trust, other content characteristics influence what AI will cite, Dwyer said, drawing on her own research.

“The number-one thing is educational content, which goes hand-in-hand with the second one, which is answer articles. Across the board, educational content is getting cited more.”

People don’t like promotional content, she said. “But we do like our questions to get answered.”

The discussion underscored how media relations, thought leadership and educational content remain central to PR strategy — not only for reaching journalists and audiences, but increasingly for influencing the AI systems people use to find information.

Illustration: Blankstock

The post Why Earned Media Matters More in the Age of AI first appeared on PRsay.

An increasing number of people are no longer using traditional search engines to find information, but are relying on the answers provided by AI language models (LLMs). However, LLMs work fundamentally differently from Google & Co.: rather than linking to individual websites, they summarise information from numerous sources and provide an interpreted answer. As a result, an AI response is always an interpretation of information, and it is precisely this interpretation that is increasingly shaping the perception of companies, brands, and topics.

Communications managers are therefore faced with two challenges. First, they must determine whether their company is included in AI models at all. Second, they must examine how their company is portrayed in AI responses, in terms of both tone and associations.

AI as both a reputation actor and an analysis tool

Language models play a dual role: they are both the subject of investigation and the analytical tool.

On the one hand, the focus is on monitoring AI-generated statements about companies that affect their reputation. The central question here is: What do AI systems say about a company? This involves systematically collecting, analyzing, and evaluating the responses that language models provide to typical user questions, such as those about quality, trustworthiness, scandals, sustainability, or employer attractiveness. This form of monitoring is comparable to classic media or social media monitoring, but it refers to a new actor: AI itself as a “communicator”.

On the other hand, AI is used to observe and measure reputation, i.e., AI-supported reputation monitoring. In this case, AI is not the object of observation, but the tool. Language models evaluate large volumes of text to derive reputation indicators such as tonality, topics, trust, risk factors, and narratives.

These two levels are closely intertwined. This is because the training data and response patterns of language models are derived from the very public discourse that AI analyses. Consequently, reputation is increasingly emerging within a cycle of public communication, AI-supported evaluation, and AI-based reproduction – marking a fundamental change that is redefining strategic reputation management.

From an experienced to a discursive reputation

Against this backdrop, LLMs are not instruments for measuring experienced reputation, but for analyzing discursive reputation. The focus is not on what real customers think after specific interactions, but on the image that has become established in public discourse.

This is where language models’ particular strength lies. Trained on vast amounts of text, they excel at recognizing and summarising dominant narratives. They process opinions expressed in the media, on social networks, in forums, and on review platforms, thereby condensing public discourse. In other words, while language models do not have direct access to reality, they do have a highly developed model of how people talk and think about the world — or, in this case, about a company or brand.

If reputation is understood as the result of discursive condensation, it can be heuristically structured along three central dimensions: awareness, attitude, and attribution. All three dimensions can be systematically observed and evaluated using language models, albeit in different ways.

Awareness: Is the company even considered?

Awareness describes whether and to what extent a company occupies the market’s cognitive space. In an AI-mediated information environment, this means one thing above all: does the company appear in language models’ responses when real decision-making and orientation questions are asked?

In practice, I use two approaches to answer this question. First, I rely on specialized tools that systematically record companies’ visibility in various language models. Second, I work with standardized prompts that reflect typical user questions, such as “Which providers are leaders in the field of…?” or “Which companies are considered trustworthy when it comes to…?” These prompts are deliberately formulated neutrally and used identically across multiple models.

What matters is not the individual mention, but the aggregated pattern. The responses provide an overview of market visibility: how often a company is mentioned, in which contexts it appears, and what position it occupies relative to competitors. This reveals whether a brand is on the shortlist or plays a little role in decision-making processes. Here, awareness is reflected not in reach metrics, but in discursive presence in relevant decision-making situations.

Attitude: How is the company evaluated emotionally?

The second dimension concerns the emotional and evaluative coloring of this presence. The question is whether the perception of a company is predominantly positive, negative, or ambivalent. This dimension cannot be derived directly from language model responses, as LLMs do not make independent evaluations, but rather condense existing discourses.

An intermediate step is therefore required to combine the aggregated market voice reflected in language models with real user experiences. In practice, communications managers must systematically process current customer reviews and use them as the basis for analysis.

To do this, reviews from relevant sources — such as Trustpilot, app stores, or industry-specific platforms — are exported for a clearly defined period, for example, the last two to three months. The data is then consolidated, cleaned, and structured so that all analyzed companies can be compared on the same basis.

Next, several language models analyze the same review dataset. It is crucial that the models work exclusively with the available comments and do not incorporate any external knowledge. Based on this material, they identify overall sentiment, recurring positive and negative themes, and changes over time.

Finally, the results are synthesized. The models summarise the prevailing mood, extract typical patterns of experience, and highlight areas of high satisfaction, frustration, or structural problems. Because all providers are evaluated using identical data and analysis prompts, this approach produces an up-to-date and consistent comparison of emotional evaluation across the market.

Attributions and associations: What does the company stand for?

The third dimension concerns the substantive meaning of a brand. This is not about sentiment, but about the characteristics, themes, and associations attributed to a company in the market. This dimension can be captured by using language models to systematically identify, cluster, and consolidate recurring terms, attributes, and associations.

To do this, communications managers define uniform prompts that explicitly address key reputation issues. Examples include: “Is the company considered reputable?” “What topics is it most often associated with?”, or “Is its positioning clear, contradictory, or difficult to grasp?” Multiple language models systematically answer these prompts.

The responses are then compared. If the models provide consistent descriptions, this indicates a coherent reputation. If the assessments diverge significantly or contradict one another, this points to a fragmented market identity. At the same time, the topics and attributes mentioned are collected, structured, and classified as positive, negative, or ambivalent.

The result is a set of dominant reputation clusters that reveal whether a brand is primarily associated with trust, innovation, regulation, risk, or controversy. Finally, the clarity of positioning is assessed: if the models’ descriptions largely converge, the profile is considered stable. If they diverge, the result is a blurred or contradictory image that requires targeted communication efforts.

Dr. Lydia Prexl is a communications strategist. Since 2021, she has been responsible for internal and external communications at the European payment service provider Unzer. Before that, she established the communications function at the fintech insurer Getsafe.

Illustration: Kiattisak

The post How to Set Up Reputation Monitoring in Language Models first appeared on PRsay.

AI tools don’t read your content the way humans do — they extract it. If your content makes extraction seamless, AI cites you. If it doesn’t, AI cites your competitors.

When you trap your ideas inside dense paragraphs, AI engines can’t map their way through them. But when you switch to a highly scannable layout, you’ll get more AI citations. (More good news: Scannable content works better for readers, too.)

Here are two ways to format content that AI will extract — and that readers will skim, scan and read:

1. Use tables to compare and contrast.

Any time you need to compare multiple items against a single set of criteria — before vs. after, old vs. new, here vs. there, this vs. that — put it in a table.

Content with tables gets cited 2.5 times more often than content without, according to Discovered Labs’ analysis of GEO content strategy and AI citation patterns.

That’s because tables give AI structured, pre-organized information chunks it can lift directly. (More good news: Tables also make it easier for readers to compare and contrast.)

One caveat: Tables are hard to read on mobile. Limit yours to two columns. More than two, and your readers will be pinching and scrolling instead of scanning.

2. List lists.

Any time you have a series of three or more items, put it in a list. And make those lists substantial — not labels.

Lists are among the most-cited formats in AI search. Nearly four out of five URLs cited in ChatGPT include at least one list, according to an AirOps’ analysis.

AI doesn’t read content — it pulls passages. Lists give AI pre-packaged, discrete units of thought that it can lift directly.

A paragraph buries the answer. A list serves it up. (More good news: Lists also make it easier for readers to follow your ideas.)

And make sure to write lists that are substantial and self-contained.

Your ideas deserve to be found.

AI won’t hunt for your ideas. It won’t dig through dense paragraphs. It will move on.

Format your content so AI doesn’t have to work for it. Then watch AI do the work for you.

Ann Wylie (WylieComm.com) helps PR professionals Catch Your Readers through writing training. Her workshops take her from Hollywood to Helsinki, helping communicators in organizations like Coca-Cola, Toyota, Eli Lilly and Salesforce draw readers in and move them to act. Never miss a tip: FreeWritingTips.wyliecomm.com.

Copyright © 2026 Ann Wylie. All rights reserved.

The post Format Your Way to AI Citations first appeared on PRsay.

A journalist, entrepreneur, best-selling author, and breast cancer survivor, Natale made history in 2017 as the first Latina to win three Daytime Emmy Awards. The awards honored her talk show “SuperLatina,” which she launched in 2007 in a studio she and her husband, Andy, built in a former carpet warehouse in Texas. “SuperLatina” was later picked up by the Spanish-language network V-me TV.

Through her work as a storyteller, speaker and advocate, she has inspired audiences around the world with messages of resilience, reinvention and overcoming barriers.

On Tuesday, Oct. 20, Natale will take the stage at PRSA ICON 2026 in Orlando to deliver her keynote presentation, “PIONEER: Embrace Your Uniqueness, Break Barriers and Redefine What Is Possible.”

Ahead of her appearance, Natale shared her insights with PRsay on cultivating a “pioneer mindset,” building a memorable personal brand and embracing the qualities that set communicators apart.

You’ve built a career at the intersection of storytelling, media and leadership. What sparked your interest in the power of communication?

I come from a family of lawyers, and when I was growing up, there was a fairly conservative view of career choices. Journalism, television and being on stage were not considered priorities.

Because I wanted to see the world and spoke multiple languages, I chose international relations. But during a semester abroad at the University of Westminster in London, I realized I was spending every disposable pound I had at the London Film Festival.

I returned to Argentina, graduated with a degree in international relations, then studied television production and earned a master’s degree in journalism.

What skills matter most for communicators right now?

The pace of innovation makes continuous learning essential. There are many things today that can be automated and scaled with AI. But there are also things that cannot be replicated, and that’s where our attention should go.

AI models are good at identifying patterns based on what has already been said, what has already happened and what ideas have already been shared. If all we’re seeing is the dominant pattern, how are we going to create something new? It means paying special attention to our taste, our point of view and our discernment.

In an era when we’re constantly validated by likes and engagement, the ability to be temporarily disliked is becoming an important skill. Sometimes having a point of view means expressing an opinion that may not be immediately popular. If we’re fulfilling our responsibility as communicators with an open heart, we need to cultivate the ability to withstand that discomfort.

Your work helps people and organizations stand out in crowded environments. What mistakes do communicators make when trying to differentiate themselves?

Even when communicators are trying to differentiate themselves, they’re often playing it safe. They’re pursuing the same opportunities, targeting the same audiences, chasing the same messages or adopting similar styles of delivery.

That’s what I call the “emulator mindset” — when we look around, see what everyone else is doing, and then set our future goals based on someone else’s past results. Emulators don’t move the world forward. They perpetuate the status quo.

What we’ll talk about in Orlando is the opposite approach, what I call the “pioneer spirit” — the idea that we must believe in our vision before we have results to validate it.

What’s your advice for communicators who want to strengthen their own personal brands and build their professional visibility?

Make full use of all the tools available to us today. When I graduated in 1995, everything depended on gatekeepers. That’s no longer the case. Not all of us had these opportunities when we started our careers, and even today many people aren’t taking full advantage of the opportunities available to them.

Technology now allows our voices, ideas and messages to travel farther than we can imagine. That’s something I emphasize when I train professionals at Fortune 500 companies and organizations around the world.

Don’t underestimate the power of your voice. Don’t underestimate the power of your story. You can create an impact that you can’t even imagine today.

No matter where you work, chances are, you’re operating in a crowded environment. There are many talented people competing for limited opportunities. So how do you stand out? Part of it is doing great work and striving for excellence. But another part is developing a style of your own. And how do you develop your own style if you’re never willing to take risks?

If you visit the Pablo Picasso Museum in Barcelona, you can see his entire artistic journey. His earliest paintings reflect what I would call an emulator mindset. They resemble the work of many other artists of the era — similar subjects, similar techniques and similar approaches.

But over time, you can see a deliberate decision to view himself and the world differently. That’s when the first hints of Cubism begin to appear. By the end of the museum, it’s clear that Picasso created an entirely unique style. But that only happened because he gave himself permission to take risks and express himself fully.

What a loss it would have been if he hadn’t allowed himself to explore his full potential and creativity. That’s the message for all of us. We need to give ourselves permission to express our own potential and greatness.

There may be an equivalent of Cubism in your profession, your craft or your delivery. There may be a spark that only you possess. If you’re simply imitating what everyone else is doing, you’ll never discover it.

Here, Natale shares one idea that she hope PRSA ICON attendees will take away from her keynote:

The post ICON 2026 Preview: Gaby Natale on Finding Your Pioneer Spirit first appeared on PRsay.

Why is this an issue? If you look at much of the “official” government promotion of America 250, you might think we’re just celebrating a few segments of the melting pot that is America. If you read news coverage of the actions undertaken by the federal government during the 250^th year of our democracy, you might think that recognizing ALL of our history is un-American. And if you examine how corporate America is choosing to participate in America 250 celebrations, you might think that America is a much happier, much less divided nation.

In this Pride Month coinciding with America 250, “pride” should not just be celebrated as an American virtue signifying love of country: it should be reflected as an acknowledgment of all of the many threads in the American quilt, including the rainbow ones.

Telling the full American story

History isn’t clean and it’s not simple. History isn’t always positive and it’s not always fair or just. History is reality, though – refusing to accept and acknowledge it isn’t just a choice; it’s a dangerous deception. When we selectively acknowledge our past, we deny our collective humanity, and we sideline or erase many of the people who helped shape and were shaped by that history.

Public relations professionals know all of this because our careers are focused not just on making history, but on highlighting it and learning from it. We value integrity, accuracy and inclusion. We understand that communications is not about whitewashing history, but about respecting it.

Respect is in short supply this Pride Month in this America 250 year: governments are co-opting the month to declare support for “nuclear families” and directly challenging the need for Pride Month celebrations; corporate support for Pride celebrations is dwindling even while some companies are coloring their logos in rainbow colors for the month; and national polling suggests that support for equal rights like marriage is falling.

Leading through authentic communication

So, what does that mean for communicators? Should we advise our clients not to participate in Pride Month celebrations? Is pinkhushing – the idea that any support for LGBTQ people should be quiet and not shared – the best advice? Is simply slapping a rainbow on a website enough this year, even if clients have done and said much more in the past? Obviously not.

For communicators, now is our time to shine. Now is the time for us to lead our clients by explaining that authentic engagement with LGBTQ people is neither political nor partisan and that expressing strong support for equality and fairness is fundamentally American. The American Way is not bigotry; it is bold-hearted. The American Way is not division; it is unification. The American Way is not silence; it is strength, even in (especially in) the face of adversity.

We can do this by helping our clients understand and reinforce their mission and values, ensuring their actions are consistent and continuous (not just in June), and insisting that their support is backed by meaningful action.

Pride is part of the American story

LGBTQ people have not had equality for most of the 250 years of our history, but we’ve always been a part of that history. We have contributed to the successes (and the failures) of America from its very inception. We fought in the American Revolution that created our nation, tended the crops that shaped our nation, built the railroads that grew our nation, served in battles that protected our nation, and served and saved our neighbors who comprise our nation. And we also suffered at the hands of political, community and business leaders who sought to deny our existence, diminish our contributions and demean our lives. It’s a complicated story.

But there should be nothing complicated about celebrating our existence and our right to Pride alongside, and as part of, the America 250 celebrations. We are as much a part of the American story as any and everyone else, and we should be part of the celebration as well.

This month, this year and in the years to come, our challenge as communicators is to continue to tell the full American story and to acknowledge, accept and learn from the lessons of the past as we help our clients shape a new future for this nation that is representative of the complete richness of the country and the people in it. The American story is the LGBTQ story, and it’s incomplete without including – and yes, celebrating – us as part of it.

Ben Finzel is president of RENEWPR in Washington, D.C., an NGLCC-certified LGBT Business Enterprise. He co-founded FH Out Front, the first global LGBTQ communications practice at an international PR firm (FleishmanHillard) in 2003. He co-founded The Change Agencies, the national network of inclusive communications agencies, in 2019. He was inducted into the PRSA National Capital Chapter Hall of Fame in 2021 and is serving as Chair-Elect of the PRSA Counselors Academy section in 2026.

Illustration credit: ink drop

The post Pride and America 250: LGBTQ People Are Part of America’s Past, Present and Future first appeared on PRsay.

Mohammadpour is the “Workplace Wellness” columnist for PRSA’s award-winning publication Strategies & Tactics. He was the guest on June 24 for S&T Live, PRSA’s monthly livestream series on LinkedIn that goes deeper into the topics covered in the publication and on PRSA’s PRsay blog.

Public relations professionals often feel stressed navigating a tumultuous world, “especially in this awkward, remote, hybrid, asynchronous era,” Mohammadpour told John Elsasser, editor-in-chief of Strategies & Tactics and host of S&T Live.

“The good news is that our industry is here to stay,” he said. “But how do we ensure that PR professionals are staying connected, confident, and healthy? These things impact our sleep” and overall well-being.

After spending 20 years in agency PR at Weber Shandwick and Edelman — during which he lost and kept off 150 pounds — Mohammadpour founded Chasing the Sun, his communications and health-coaching agency.

“This era of asynchronous communication,” when people communicate without seeing each other’s faces, “can be very draining,” he said. “Having a real-time conversation with somebody is something we don’t always default to today.”

“Humanizing one another seems basic, but we sometimes forget that,” he said.

When work begins to feel overwhelming, “think about all of your obligations and break them up into buckets,” Mohammadpour said. “One bucket should be the things that are essential and that you have to do right now. Another bucket contains things that you have to do, but not right now. Another holds things that you can delegate.”

Remember that “not everything is urgent, and we can’t do it all at once,” he said.

That same principle applies to career planning.

“You have a long list of things to do. What’s important, what’s tied to your goals, what’s important for the business? These are conversations you need to be having with your manager on a regular basis.”

Small wellness changes make a big difference

“The work that we do can be exhausting,” Mohammadpour said. “We’re burned out by pitching the media. We’re burned out by supporting an executive. We’re burned out by crisis. We may be advocates for the brand; we may even have a good balance on the number of hours or days that we work, but the type of work that we do can cause burnout as well.”

Elsasser asked what small changes communicators can make in how they manage their work that will improve their workload, energy and mood.

“Defaulting to 30-minute or 60-minute video meetings can be exhausting,” Mohammadpour said. “A quick thing to change, whether you’re running meetings or participating in meetings, is to suggest having some camera-off meetings instead.”

If you’re on a one-to-one call, “leave the house and go for a walk,” he suggested. Better yet, he said, take a 20-minute walk each day without your phone. “Also, good-quality sleep is underrated.”

Making these changes might seem small, “but over time, they help immensely,” he said.

Here, Mohammadpour takes part in the S&T Live lightning round!

The post S&T Live Recap: Mid-Year Is a Good Time for a Wellness Refresh first appeared on PRsay.

“I was in my middle career, in the business about 15 years,” said Stephen, director of public relations for the National 4-H Council. “I’d gone to college and gotten my bachelor’s in communications, and then I got my MBA in communications. But there was still something missing.”

After earning her APR, Stephen said she became a more strategic communicator, gained expertise in areas such as reputation management and crisis communications, and advanced professionally.

Those career benefits were a recurring theme during PRSA’s June 22 Member Monday livestream, where accredited professionals discussed how earning an APR can help communications practitioners strengthen their skills, expand their expertise, and grow their careers.

“It’s impressive, the amount you’ll learn going through the Accreditation process,” said Heather Cavanaugh, APR, vice president of external affairs and corporate communications at Alaska Communications and a member of PRSA’s Universal Accreditation Board. “It is very thorough and rigorous, in a positive way.”

The first step toward earning an APR is to complete the online application and pay the fee ($385 for members, $745 for non-members), said Cavanaugh.

“That starts your 12-month clock to go through the entire process,” which includes studying and sitting for the panel exam, she said.

The panel presentation is the first major milestone toward earning an APR. You present a portfolio of your work to a three-member panel of Accredited professionals to prove your strategic expertise in public relations.

The panel wants to see that you’re demonstrating the R-P-I-E (research, planning, implementation, evaluation) process, Cavanaugh said. “It does not have to be a big, flashy, beautiful, creative campaign. It can be pretty basic.”

For one successful panel presentation, someone showed their open-enrollment communications for employees about company health care benefits, “something a lot of us do inside our organizations,” Cavanaugh said.

The presenter showed “a basic campaign and included those four elements of research, planning, implementation, and evaluation,” she said.

Finding the time can be a challenge for those pursuing their Accreditation in Public Relations, Cavanaugh said. When working on her own APR, “I thought, ‘How on earth am I going to carve out the time with my busy job, and my little toddler?’”

She started coming into the office an hour early one day a week. “For one hour, I only did APR-related work,” she said.

Before earning APR, ‘something was missing’

Stephen said earning an APR has helped her think strategically.

“I was in my middle career, in the business for about 15 years,” she said. “I’d gone to college and gotten my bachelor’s in communications, and then I got my MBA in communications. But there was still something missing.”

Stephen had found it difficult to graduate from a purely transactional kind of PR work, where someone would ask her to write a press release, “to understanding why the news release needs to be written.”

After earning her APR on the second try — a common experience for those who obtain their Accreditation — she found she could think from a strategic perspective and have those kinds of conversations.

“Gaining the APR, going through the process, helped me do that,” said Nashville-based Stephen, who is director of public relations for the National 4-H Council and chairs the Universal Accreditation Board.

She’s had her APR for about eight years now. During that time, “I’ve increasingly been able to be that strategic thought partner” in her role as a public relations professional, Stephen said.

By earning her APR, she has also gained expertise in reputation management and crisis communications, she said. Since becoming Accredited, she has received job promotions and advanced in her career.

Stephen said she was immediately able to apply what she had learned from her APR to her daily work in public relations. She encourages other PR professionals to do the same, saying, “You won’t be disappointed.”

A stronger strategic voice

For panelist Matthew Marcial, CAE, APR, PRSA’s CEO, the goal of pursuing the credential was simple: to better understand the profession from within.

Now that he has earned his APR, Marcial said one of the most rewarding aspects has been hearing how the credential has helped PRSA members grow in their careers.

“I’ve really enjoyed hearing from our members — especially those who have already earned their APR — about the impact it has had on their careers,” he said.

Echoing Stephen’s experience, Marcial said he has heard countless stories from members who became more strategic advisers within their organizations after earning their APR.

“They have a seat at the table when it comes to conversations with the C-suite,” Marcial said. “All of those things make you a stronger leader.”

Helping members recognize that value and accelerate their professional growth has been one of the most rewarding aspects of his role, he added.

Heide Harrell, MA, APR, and PRSA’s 2026 Chair, hosts “Member Monday” this year. Harrell said the Accreditation reinforced her confidence as a communications leader and strategic adviser.

Member Mondays is an initiative designed to foster direct engagement and provide valuable information sharing within the PR community. Member Mondays take place on the fourth Monday of each month from 1–1:45 p.m. ET. All programs are free for PRSA members. Sign up for future sessions here.

The post Member Mondays Recap: How Accreditation in Public Relations Can Elevate Your Career first appeared on PRsay.

As I sat on my mat, struggling to calm my mind and focus on the practice at hand rather than my PR practice, I began to think about all the things the two disciplines have in common. Sure, at first glance, it may seem these two disparate areas of study are nothing alike, but over the course of my yoga class, I realized they are more alike than one might think.

Here are eight ways the two practices are alike. Why eight? In yoga, the number eight is significant, representing the eight limbs of yoga and symbolizing harmony and balance. Plus, it’s also this author’s favorite number.

1. Balance is key

Anyone who’s tried one-legged yoga poses, such as Tree, Warrior III, or Dancer, knows that balance is paramount to holding the pose without toppling over. PR pros use their balancing skills every day; juggling brands if we’re in-house, or multiple clients if we’re at an agency.

2. Alignment 

This one is a given. Out of alignment in certain poses, we risk stumbling or falling, or even an injury. When out of alignment with our clients or team members, we risk poor communication, which can lead to mixed messaging and even account loss.

3. As Known As (AKA)

For every yoga pose, there is a Sanskrit name and an English name. Garudasana is Eagle pose, Adho Mukha Svanasana is Downward Facing Dog, Halasana is translated as plow pose, and so on. PR people, too, have multiple roles we play daily:  storytellers, pitching powerhouses, compelling copywriters, or counselors to CEO’s, just to name a few.

4. Flexibility

The more flexible you are, the better you will be in both yoga and public relations. As PR pros, we must often pivot strategies, be prepared to adapt our story angles based on the current media landscape, and shift in our counseling to our stakeholders. The more rigid we are in yoga, the greater the risk of injury. The more rigid we are in PR, the better the chance for a campaign backfiring.

5. Breath work and centering

As yogis, we are taught to practice our breathing (pranayama) in difficult poses to stay calm and focused. As PR leaders, we must stay calm and centered during a crisis and other challenging situations. I learned a long time ago that clients and co-workers mirror your reactions, often unconsciously. Remaining calm on the outside (even if it’s a different story inside!) sets the tone and is a good leadership quality.

6. Connections are crucial

Yoga is all about the mind-body connection, but connections are paramount for PR pros as well. We have to create meaningful connections with our stakeholders, brands, consumers, and most importantly, the media.

7. Practice is ongoing and evolving

As with anything, the more you practice something, the better you get at it. I can tell a change in my body if I’ve missed a week of yoga. Poses are harder to get into. My endurance in that hot studio is not the same. Conversely, if I practice yoga several times a week, I find myself able to go deeper into poses. Like yoga, if we, as PR practitioners, get out of the habit of writing, media pitching, or any of the many facets we handle as PR pros, it’s harder to get back into the groove. And, like with yoga, we have to keep refreshing our skills to grow into better PR practitioners.

8. Intentionality is key

Often at the start of a yoga class, the teacher asks students to set a (silent) intention for the class. As PR practitioners, we should also be setting intentions at the beginning of every campaign, through using the RPIE process.

Whether you prefer a slow flow or a sweaty Vinyasa class, yoga is fluid and flowing — just like PR.

Amy Preske, APR, is the president and founder of Booze PR, specializing in brand building, public relations and strategic marketing for the distilled spirits industry. In 2026, Preske was named Communicator of the Year, Icons of Whisky, at the World Whiskies Awards, America, and also one of Bourbon Women’s “Women Who Shape Whiskey.”  She is a past president and current secretary of the PRSA Thoroughbred Chapter in Lexington, Ky.

Photo credit: ThisDesign

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As communicators, storytellers and leaders, Juneteenth also challenges us to think critically about the narratives we shape, the voices we amplify and the responsibility we carry to build a more informed, inclusive and connected profession.

The PRSA Black Voices Affinity Group created this 2026 Juneteenth Guide as a resource for communications professionals, organizations, students, agencies, brands and allies looking to engage with greater intentionality throughout the month of June and beyond.

Inside this guide, you will find cultural experiences, leadership resources, communications insights, books, films, Black-owned businesses, wellness recommendations and ways to celebrate Juneteenth with authenticity and impact.

We hope this guide inspires conversation, education, celebration and continued action across our industry and communities.

Why Juneteenth Matters in 2026

In 2026, Juneteenth continues to hold profound significance as conversations around equity, representation, belonging and cultural identity evolve across workplaces, communities and media landscapes nationwide.

As organizations navigate increasingly complex cultural conversations, Juneteenth remains an opportunity to honor Black history while also investing in the future of Black leadership, creativity and innovation.

For communicators specifically, this moment serves as a reminder that storytelling shapes perception, trust and community connection.

Featured 2026 Cultural Moment

One of the most anticipated cultural openings of 2026 will take place during Juneteenth weekend with the official opening of the Obama Presidential Center on Chicago’s South Side.

The center represents a historic investment in civic engagement, leadership, education and storytelling. Visitors can expect immersive exhibits, community spaces, cultural programming and experiences centered on the legacy of President Barack Obama and First Lady Michelle Obama.

For PRSA members and communications professionals, the opening also reflects the power of narrative, leadership and representation in shaping generations to come.

Ways to Celebrate Juneteenth in 2026

• Support Black-Owned Businesses: Consider supporting Black-owned restaurants, bookstores, coffee shops, fashion labels, beauty brands and wellness companies within your local community.
• Visit Museums and Cultural Institutions: Explore Black history museums, galleries, cultural centers and traveling exhibits throughout June.
• Attend Local Juneteenth Festivals: Many cities across the United States host Juneteenth parades, concerts, panels, markets and community celebrations.
• Support Black Creators and Media: Subscribe to Black-owned publications, follow Black journalists and content creators, and intentionally amplify diverse voices across your platforms.
• Volunteer or Donate: Support nonprofits and grassroots organizations focused on education, youth leadership, social justice, health equity and economic empowerment.

Communications in Action

• Lead With Education: Ground communications in historical context and meaningful storytelling.
• Avoid Performative Messaging: Audiences can quickly identify messaging that lacks sincerity, investment or long-term commitment.
• Center Community Voices: Engage employees, creators, historians, community leaders and cultural experts in planning and storytelling efforts.
• Support Year-Round Efforts: Representation and inclusion should not begin and end during heritage months.
• Invest Beyond Social Media: Consider mentorship programs, scholarships, partnerships, creator investments, supplier diversity efforts and employee engagement initiatives.
• Internal Communications Considerations: Encourage employee dialogue and learning opportunities, and provide educational resources and programming.

Books to Read

• The Message by Ta-Nehisi Coates
• Rest Is Resistance by Tricia Hersey
• Black Cake by Charmaine Wilkerson
• Year of Yes by Shonda Rhimes
• The 1619 Project by Nikole Hannah Jones
• Begin Again by Eddie S. Glaude Jr.

Content to Inspire

• Summer of Soul
• King Richard
• Judas and the Black Messiah
• High on the Hog
• Stamped From the Beginning
• Black Barbie
• Rustin

Featured Organizations and Resources

• NAACP
• National Urban League
• The Obama Foundation
• The National Museum of African American History and Culture

Wellness and Community

Black joy is an essential part of the Juneteenth experience.

This month can also be a time to prioritize restoration, healing, creativity and connection.

Consider:

• Attending wellness retreats or community walks
• Supporting Black therapists and wellness practitioners
• Hosting intentional dinners and conversations
• Taking time for rest and reflection
• Creating space for joy, music, art and celebration

Social Media Conversation Starters

• What does Juneteenth mean to you?
• Which Black leaders and storytellers inspire you most?
• How can organizations move from statements to sustained action?
• What stories should communicators be telling right now?

Closing Reflections

The PRSA Black Voices Affinity Group was created to foster connection, mentorship, professional development and community among Black communications professionals and allies across the industry.

Juneteenth reminds us that progress is built through courage, community and continued commitment. As communicators, we each play a role in shaping conversations that inform, inspire and move people forward.

We encourage all PRSA members to continue supporting and investing in the communities and voices that help shape our profession every day.

Happy Juneteenth! 

Illustration: Olga Tsikarishvili

The post 2026 Juneteenth Guide: Culture, Community and the Future of Leadership first appeared on PRsay.

Margaret Ann Hennen, APR, Fellow PRSA, a respected public relations leader, mentor and advocate for ethical practice whose service helped shape PRSA at both the Chapter and national levels, died June 7 after a battle with cancer. She was 78.

For more than four decades, Hennen was a dedicated leader within PRSA and the PR profession. Colleagues across the country knew her as a trusted advisor, thoughtful mentor and tireless volunteer who generously shared her expertise with professionals at every stage of their careers.

“Margaret Ann became a constant part of my career from the time she joined PRSA,” said James E. Lukaszewski, APR, Fellow PRSA. “She did for me what she has done for all of us — encouraged, supported, suggested, coached, introduced and inspired.”

Hennen joined PRSA in 1984 after an earlier career as a high school teacher. She brought to public relations the same qualities that defined her work as an educator: curiosity, patience, discipline and a deep commitment to helping others succeed. Throughout her communications career, she held leadership roles with Unisys, Fairview, Minnesota Public Radio and her own consultancy, Hennen Communication, LLC.

A leader at every level

Her contributions to PRSA spanned decades. In the Minnesota Chapter, she served in every elected leadership position, including chapter president in 1997. Nationally, she served on the PRSA Board of Directors from 2005 to 2008 and contributed to numerous initiatives that strengthened the profession, including service on the Board of Ethics and Professional Standards, the Universal Accreditation Board and the committee that developed the APR Study Guide.

Former PRSA Chair Michelle Olson, APR, Fellow PRSA, recalled first meeting Hennen as a student member.

“Margaret Ann was one of the first professionals I met when I was a student PRSSA member in Minnesota, and her first question to me was, ‘How can I help you?’” Olson said. “I happily found myself in her circle of influence for the next 40-plus years.”

Throughout her career, Hennen championed professional development, ethical leadership and Accreditation. Colleagues frequently sought her counsel on complex issues, knowing she would offer thoughtful guidance grounded in experience and principle.

Her service was recognized with numerous honors, including the Minnesota Chapter’s Donald G. Padilla Community Classic Award, the PRSA Patrick Jackson Award for Distinguished Service, the PRSA Midwest District Platinum Award and the College of Fellows Outstanding Leadership Award.

A strong belief in mentorship

Beyond her professional accomplishments, Hennen was known for her kindness, generosity and unwavering belief in the power of mentorship. She devoted countless hours to helping emerging professionals navigate their careers and encouraging experienced practitioners to become more engaged in the profession.

“Margaret Ann could identify talent and encourage you to get involved and was tireless in her advocacy for the profession,” said David Hakensen, APR, Fellow PRSA. “She has done so much to increase the visibility of leaders within our profession and to honor those who came before us.”

A lifelong volunteer, Hennen also served numerous nonprofit and community organizations throughout Minnesota, bringing the same passion for service that characterized her professional life.

Those who knew her remember not only her leadership and accomplishments, but also her thoughtful listening, wise counsel and genuine care for others. Her impact can be seen in the generations of PR professionals she mentored, encouraged and inspired.

Hennen is survived by her sister, Mary Ellen, of St. Paul, as well as extended family members and many friends and colleagues throughout the public relations profession.

Services and a celebration of live will be held on June 24-25. Information here.

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