Tech & AI is Top of Mind for Broomies Entering Industry
During a recent visit to Allison Worldwide in San Diego, the Broom Student Fellows heard from Elise Frankel, Annemarie Munoz, Chris Morrison and Annie Druy about how the public relations industry is continuing to evolve through technology, integrated communications and digital media. Throughout the discussion, the team shared insights into agency life and emphasized the importance of adaptability, creativity and strong communication skills in modern PR.
AI should support creativity, not replace it
One of the biggest topics discussed during the visit was the growing use of artificial intelligence in public relations.
The Allison team explained how PR is increasingly integrating AI tools and AI “agents” into the workplace. However, they emphasized that creativity and original thinking still need to come from your own brain first. The team encouraged the fellows to avoid relying too heavily on AI and instead use it to refine ideas. They emphasized the importance of always writing the first draft, then refining it.
The advice reflects larger conversations happening throughout the PR industry regarding AI.
In an article published by the Public Relations Society of America, Margot Edelman explained that creativity and emotional intelligence are irreplaceable in a field that appeals to human emotions. The article emphasized that the strongest PR professionals will not be the ones who completely resist AI, but those who learn how to collaborate with it effectively. AI can assist with analyzing information, but human creativity, emotional understanding and strategic thinking remain at the core of the PR industry.
The value of a full-service agency
Another topic discussed during the visit was the advantage of working at a full-service agency.
Chris Morrison explained how Allison is able to handle multiple aspects of communication internally, from legal coordination to social media and PR strategy. He shared that having multiple teams working together allows campaigns to move more efficiently and creates stronger collaboration across departments.
Morrison also shared that one of the things he enjoys most about agency life is being able to work across different areas of communication, like content strategy and social media management, while still being able to integrate his passion for writing. His comments highlighted how PR professionals today are often expected to balance strategy, creativity and digital communication skills all at once.
This reflects larger trends happening throughout the industry involving integrated communications and how PR is evolving.
Recent industry research from Cision found that PR professionals increasingly view closer alignment between marketing, creator relationships and communication strategy as one of the biggest priorities in 2026. The report suggested that storytelling and content creation remain the most in-demand skills in the industry. The discussion around a full-service agency gave the fellows a better understanding of how agency roles are becoming incredibly multifaceted as the PR industry evolves.
Earned media is changing through influencers and affiliate marketing
Annie Druy discussed how earned media is continuing to evolve beyond traditional press placements. She explained that influencer partnerships and affiliate marketing are becoming important parts of PR campaigns as brands look for more digital ways to connect with their audiences. Rather than relying strictly on traditional media coverage, PR professionals are looking at other ways to build audience trust and online engagement.
Her insights reflect larger shifts happening throughout the communications industry. An article written by former Broom Student Fellow Elle Seeler highlights how influencer and affiliate marketing are shifting what earned media means today. Seeler explained that affiliate marketing allows PR campaigns to connect storytelling with measurable engagement and sales, giving brands more direct insight into audience behavior. Creator partnerships are becoming increasingly valuable as brands continue pushing digital engagement and online communities in modern communication strategies.
The discussion at Allison Worldwide gave the fellows a deeper understanding of how quickly the PR industry is evolving. From the integration of AI to the rise of integrated communications and influencer-driven earned media, the team emphasized the importance of adaptability, creativity and strong communication skills in modern PR. They encouraged the fellows to stay open to learning and continue to be curious as young professionals entering a fast-paced and constantly changing industry.
