SCMA’s Public Relations Event Highlights Trends, AI and Future of Industry

Industry leaders share insights on AI, earned media and evolving strategies, preparing students for careers in a rapidly changing communications field

Key Highlights

• Sacred Heart University hosts industry leaders to discuss the future of public relations and communications
• Speakers emphasized authenticity, transparency and trust as essential in today’s evolving industry
• Social media and AI are reshaping how news is consumed and how professionals communicate
• Students gained real-world insights from professionals actively shaping the future of the field

Sacred Heart University’s School of Communication, Media & the Arts hosted State of the Industry: PR Trends, Challenges and Opportunities in the Dr. Michelle C. Loris '70 Forum in the Martire Center for the Liberal Arts.

The event brought together students, faculty and industry professionals for a discussion on the evolving landscape of public relations and business communication, with a focus on the impact of artificial intelligence (AI).

The program began with a networking reception, followed by a keynote address, panel discussion and audience Q&A. Brian Buchwald, president of global transformation and performance at Edelman, delivered the keynote, reflecting on a career that has spanned the rise of online advertising and the launch of Hulu, where he served on the founding team. He emphasized that as the industry continues to evolve, students represent the future of public relations and have the opportunity to help reinvent it.

Buchwald was joined by Antonio Ortolani, vice president of global insights at Meltwater; Brian Maehl, senior director of product management at Muck Rack; and Daniel Nestle, co-founder and CPIO at Lilypath. The panel explored how shifts in media consumption are reshaping the field. With social media surpassing traditional formats as a primary source of news, the industry faces an increasingly saturated information landscape.

“It was inspiring to hear from industry professionals who have experienced the evolution of the media landscape firsthand, offering valuable insight into where the field is headed next,” said Tiana Furnaros, a student in the strategic communication & public relations graduate program.

Speakers noted that declining trust in media and government institutions has led audiences to rely more on personal networks and community-based sources for information, creating a growing demand for authenticity, transparency and meaningful engagement.

They also discussed the expanding role of AI. While AI is becoming more autonomous and rapidly advancing, speakers emphasized it should be viewed as a tool rather than a replacement for foundational skills. Students were encouraged to continue developing their craft and understanding the work behind the technology.

Hearing from professionals who have grown alongside the ever-changing communications industry left a lasting impression on attendees, reinforcing the challenges, but also the opportunities that lie ahead in the field.

“Our goal is to equip students with the skills and real-world perspective they need to succeed in today’s communications industry,” said Foluke Omosun, director of the strategic communication & public relations graduate program. “By continuing to bring in professionals who are actively shaping the field, we’re giving students the opportunity to learn firsthand from those experiences and better prepare for their own careers.”