In our fast-paced, tech-forward world of public relations, it’s easy to get swept up in the latest tools and platforms. AI-driven media monitoring, influencer dashboards, predictive analytics, immersive AR/VR storytelling—each promising more reach, more speed, more dazzle. And yes, many are game-changers.

But as we innovate, let’s not throw out the proverbial baby with the bath water.

There are PR warhorses—time-tested tools and values—that are as vital today as ever. They form the foundation of our craft, and without them, even the flashiest campaign will eventually falter.

Here’s a reminder—and a challenge—to not forget those enduring pillars that still carry weight, backed by both experience and research.

1. The News Release Still Has a Pulse (and Purpose)

Sure, the news or press release isn’t sexy. But it’s far from obsolete.

According to a 2024 Cision State of the Media Report, 68% of journalists say press releases are still the most useful resource for generating story ideas—more than any other source. Releases serve as official records, searchable content, and starting points for newsrooms.

When well-crafted, timely, and relevant, a press release remains an effective vehicle for communicating important news—especially when paired with multimedia assets and distributed strategically.

Pro Tip: Think of the release not as the end product, but as the anchor point in a larger media strategy.

2. In-Person Relationships Still Rule

No amount of digital engagement replaces the value of face-to-face interaction. In PR, we build trust one handshake, one conversation, one coffee meeting at a time.

A 2023 Edelman Trust Barometer report reinforces that trust is earned through human connection, transparency, and consistency over time—not just clicks and likes. For PR pros, this means taking time to nurture authentic relationships with journalists, stakeholders, donors, and colleagues.

Bottom line: AI might generate copy, but it can’t generate trust. That comes from personal connection.

3. Ethical PR: Integrity On and Off the Clock

The essence of public relations is credibility. And credibility rests squarely on the character and integrity of the communicator.

A 2024 Gallup Poll on professional ethics found that communication professionals ranked highest in trustworthiness when they demonstrated transparency, consistency, and values-based leadership.

Ethical PR isn’t a trend—it’s the standard. Clients and the public can sniff out spin from a mile away. If we want PR to be seen as strategic, we must be ethically grounded, especially when no one’s watching.

Remember: Your reputation isn’t built in a campaign—it’s built in your character.

4. Crisis and Issues Management: As Vital as Ever

If the past five years have taught us anything—from global pandemics to AI missteps—it’s this: crisis communication is not optional.

According to PRSA and the Institute for Public Relations, organizations with a crisis communication plan in place are 4x more likely to emerge with their reputations intact than those without.

But tools are only part of the equation. What matters is preparation, clarity of message, a trusted spokesperson, and internal alignment across leadership and departments.

Old truth, still true: You don’t rise to the occasion in a crisis. You fall back on your training.

5. Brand Management Is Spelled “S-E-R-V-I-C-E”

A brand is not just what you say—it’s what you deliver. The best PR professionals understand that branding is more than color palettes and taglines—it’s about how you serve.

According to a 2023 Nielsen Global Brand Trust Study, 73% of consumers said they trust a brand more when it is associated with helpfulness, kindness, and community engagement. Those values are nurtured not by marketers, but by communication professionals who know how to listen, lead, and lift others.

Truth to remember: Brand loyalty isn’t built through messaging alone—it’s earned through service.

6. Be a Master Listener, Not Just a Messenger

In an age of oversharing, those who listen best stand out most.

A 2024 report by the Arthur W. Page Society emphasized that communication leaders who practiced “empathetic listening and reflection” were 2.5 times more effective in building internal morale and external trust.

The best communicators aren’t always the best talkers—they’re the best strategic listeners, using what they hear to shape messaging that resonates, not just informs.

Modern mantra: Listening is your competitive edge.

 7. Strategy First. Always.

Tactics are plentiful. Strategy is precious.

The latest tech is only as effective as the thinking behind it. PR pros must be strategic planners—aligning communications with business goals, audience behaviors, and organizational values.

A 2024 Global Communications Report by USC Annenberg found that 75% of CEOs expect their top communicators to be strategic advisors—not just tactical executors.

Simple truth: Before you tweet (or “X”?), pitch, post, or publish—think strategically.

8. Don’t Toss the Baby

Innovation is necessary. We should embrace new tools, AI enhancements, digital platforms, and creative storytelling formats. But let’s not discard the foundational elements that have guided the profession for generations.

PR is not just about novelty—it’s about navigation. And to steer well, we need the compass of:

• Integrity

• Relationships

• Listening

• Strategy

• Service

• And yes, the classic press release.

Let’s keep the baby in the bath water.

Let’s remember where we came from, so we can better shape where we’re going.

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Marc C. Whitt is Director of Media and Strategic Relations at the University of Kentucky, and is a Strategic Columnist.