The role of public relations (PR) professionals is evolving rapidly, and communication systems are becoming the key to promoting companies and their products. While PR professionals have always claimed to have influential relationships with the media to help garner the best press coverage, a new generation of communication systems is emerging, making PR professionals' role obsolete. The reason for this is that PR professionals cannot connect with all stakeholders in an organization.

While startups still turn to PR professionals to raise brand awareness, the limitations of PR professionals can be seen in their current model with clients. PR professionals are hired to secure media coverage, and if they are successful, they earn longer client engagements. If not, they are fired. This reward-punishment system is based on fear and is punitive in nature.


Modern communication systems should focus on business growth and reach all stakeholders through various channels and differentiated messages. Startups still hire PR professionals because in the past, that was the only way to communicate with stakeholders, and technology limitations hindered communication. However, with the emergence of advanced communication platforms like social media channels, employee engagement platforms, email newsletters, Slack, Notion, Asana, ZenDesk, and G-Suite, PR professionals are becoming less relevant.

Moreover, PR was often siloed within the marketing organization and had little insight into marketing plans. Sales and marketing often competed for attention from the C-Suite and Board. However, most of the platforms mentioned above have emerged in the past five years, and Salesforce's acquisition of Slack for $27.7 billion shows that goals across organizations are coming into alignment.


As they stand today, PR professionals lack the marketing operations expertise to integrate applications into their workflow, and they do not have access across an organization to set up viable communication systems. Therefore, they need to partner cross-functionally to identify the company goals and objectives to reach all stakeholders through varied channels and differentiated messages.

Within a few years, automated processes will identify what is shared across teams and offer solutions on how they can collaborate in real-time. Static data lakes will become intelligent rivers of information with fruit for all to bear.


To adapt to the changing times, companies should identify the people within their organization who are communicating with their stakeholders, including HR, marketing, PR, AR, IR, sales, and others. They should ask them if they are benefiting from the current communication programs, what has triggered feedback from outside influences, what they are doing with their outbound communication programs, and whether all the data is captured when a lead comes in.

By identifying gaps in communication, smart solutions within communication systems can drive accountability and activation. PR professionals who are on the edge of implementing AI communication platforms into their companies will lead how stakeholders consume and engage with their companies in the future.