Five Forces Transforming Professional Services PR Right Now and How to Stay Ahead [Gina Rubel Published in O’Dwyer’s]
Professional services firms are navigating rapid changes in artificial intelligence, client expectations, pricing, competitive positioning, and reputation risk. For communications professionals, these shifts create an opportunity to play a more strategic role in building trust and driving business success.
Gina Rubel recently published an article in O’Dwyer’s examining five forces transforming PR for professional services firms:
- Responsible, not reckless or reluctant, AI adoption
- AI visibility and the rise of the earned-media signal in Answer Engine Optimization (AEO)
- The value question and pricing pressure
- Why marketing, PR and communications belong in the strategy conversation
- Reputation resilience in an age of misinformation and deepfakes
Generative AI has changed how prospective clients find and evaluate advisers, with earned media, thought leadership, and speaking engagements increasingly working together to establish credible signals of expertise. At the same time, AI-driven efficiencies are pushing firms to articulate value beyond hours worked, including judgment, industry knowledge, risk management, and outcomes.
Communications leaders also play an increasingly important role in business strategy, from integrating senior hires and positioning firms in the market to preparing for misinformation and reputational threats.
Ultimately, all five forces come back to trust. Technology and communications channels will continue to change, but clarity, consistency, and courage remain essential to strengthening reputation and maintaining client confidence.
Read the full article in O’Dwyer’s at Five Forces Transforming Professional Services PR Right Now — and How to Stay Ahead.