Reflections From Portland: AI, Agency Leadership and the Future of PR

Just a few weeks after attending the PRSA Counselors Academy Spring Conference in Carlsbad, Denver continued many of those same industry conversations at the PR Consultants Group Annual Conference in Portland, Oregon.

From AI and agency leadership to workplace culture and client trust, the conference brought together agency leaders from across the country to exchange ideas, share challenges and explore what’s next for the communications industry. One theme surfaced repeatedly throughout the week: while technology is changing rapidly, the value of thoughtful strategy, trusted relationships and strong leadership remains constant.

Here are Denver’s reflections from the convening:

“A couple of weeks after attending the Counselors Academy spring conference in Carlsbad, I had the opportunity to continue many of those same conversations at the PR Consultants Group conference in Portland with an outstanding group of agency leaders from across the country.

One of the biggest themes at both conferences was the continued evolution of AI and what it means for the future of public relations and agency leadership. But what made the PRCG discussions especially valuable was the depth and practicality of the conversations—not just about adopting new tools, but also about how we thoughtfully integrate AI into our work, stay ahead of rapid changes, recognize potential pitfalls and help clients navigate this new landscape responsibly.

PRCG President Elizabeth Edwards kicked off the conference with an excellent session on “PR 3.0, AI and the New Trust Economy,” drawing on research from her Engagement Science Lab and challenging us to think differently about credibility, trust and communications strategy in an AI-driven environment. Mark Mohammadpour of Chasing the Sun shared important insights on agency leadership and leading with empathy, while Ken Jacobs offered his perspective on agency profitability and business development fundamentals that remain critical regardless of how technology evolves.

There were several standout conversations around visibility and credibility in the era of AI-driven search and “no-click” discovery, including thoughtful presentations from Kent Lewis and Rashaad O’Neal on how communicators can help shape accurate AI-generated information and maintain strategic visibility as search behavior changes.

I also had the opportunity to share some of our own experiences at The Peacock Group through a presentation on building and growing a boutique agency in a hybrid work environment. The conversation focused on how intentional flexibility, strong culture and outcome-driven leadership have allowed us to recruit talent across Arkansas, retain great people through different stages of life and continue growing without relying on a traditional office-centered model. It sparked several thoughtful discussions with fellow agency leaders facing many of the same workforce and culture challenges.

Just as meaningful, though, was the opportunity to spend time with fellow network representatives. Some of the best conversations happened over meals and in the moments between presentations, comparing challenges, exchanging ideas and learning from one another in a more personal setting. Those relationships and candid discussions are a big part of what makes PRCG so valuable.

The pace of change in our industry is accelerating quickly, but these two conferences reinforced something important: communications professionals still play a critical role in helping organizations build trust, communicate clearly and adapt strategically in moments of transformation.”