Monthly Archives: July 2026

What Does Artificial Intelligence Say About Your Company’s Reputation? 

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When Google released their Analytics platform in the early 2000s, the traditional playbook businesses had used to market themselves, demonstrate credibility and measure those efforts had to be completely reworked. 

And here we go again. 

In the years that have passed since the launch of Google Analytics, tech experts have been working diligently to take us to the next level – to harness, organize and act upon volumes of data. 

Enter artificial intelligence (AI). 

What was once a game of improving a business’ search engine optimization (SEO) ranking through keywords, backlinks and other factors, has now evolved into a new challenge of demonstrating credibility to the Large Language Models (LLM) that are fast becoming the first stop for many in how information is discovered and understood. 

The rise of AI search 

According to a survey by McKinsey & Company, 50% of consumers were using AI-powered search as of October 2025. As AI tools become more sophisticated, that percentage is likely to rise, making it critical that brands begin addressing their AI search credibility. With this increase in popularity, business leaders will find that consumers assess their business’ authority and trustworthiness based on AI’s interpretation of the organization’s online presence. 

Platforms like ChatGPT or Google Gemini pull from a wealth of data points that analyze brands based on factors such as how often a brand is mentioned in the media, expertise on a subject and more. In short, AI platforms depend on third-party credibility to rank trustworthiness. 

Measuring trust 

The data points and rules in place for AI platforms to analyze information are constantly changing based on a multitude of factors. However, because the internet is flooded with generic and increasingly less credible AI-generated content, AI platforms tend to prioritize third-party validation. Thought leadership content, interviews and mentions on reputable media sites including national, regional, business and industry trade press are considered highly credible by AI platforms and feed search summaries. 

LinkedIn is another area AI is increasingly prioritizing for search queries. However, AI search algorithms rely more on how other users reference and interact with a brand across LinkedIn including posts, newsletters, articles, videos and more rather than the LinkedIn posts a business publishes on their own page. 

AI is a moving target

As business leaders look to better understand AI-powered search and improve their brand’s credibility in search queries, they should keep in mind that the technology is ever changing. 

Beyond the platform updates and expanded capabilities, regulatory scrutiny is shaping the future of AI search and will likely continue to do so for years to come. But that should not discourage businesses from investing in their online presence. In fact, it makes a strong case for continued or even additional investment in earned media coverage, thought leadership, owned content and more. Beyond AI-powered search, these communication channels offer businesses more control of their company narrative and their reputation. 

While business leaders cannot manipulate how AI platforms respond, they can have a hand in some of the authoritative information online about their company that is feeding AI’s algorithms. As AI search evolves, the companies investing in building credibility through earned media, thought leadership and thoughtful owned content are building a digital reputation best positioned for success now and into the future. 

How I Got Here: Cassidy Taylor’s Journey to PR

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Many career paths are unplanned. As specialists in insurance communications, we hear from insurance professionals all the time who found their way to their professions through unplanned or unexpected means. The same can be true of public relations. Whether it’s journalism, marketing or human resources—the PR field is uniquely suited to diverse backgrounds. That is why we are sharing this blog series breaking down how our team members came to find their current PR roles. For any new grads trying to figure out what they want to do, or even established professionals looking to make a change, we hope this series can shed some light on the PR field. 

What did you go to school for?

I graduated from a small Liberal Arts College in Easton, Pa., the former home of Kimball Hughes Public Relations, with a double Bachelor of Arts degree in English, and Film and Media Studies. 

I always knew I wanted to go into a career that involved reading or writing but saw the creative fields evolving in a way that would alter the professional landscape. I knew I had to have a good grasp on modern media to remain competitive and relevant, which led to the addition of my Film and Media Studies degree. Additionally, I played Division One soccer while I was in undergraduate school, so you could also say I went to school for the love of the game.

After graduating, I went back to school to receive my Master of Arts in Communications with a certificate in Public Relations and Advertising. 

What did you envision your job would be?

My initial goal was to work in journalism. The fast paced, investigative environment called to me. After an internship with a small, boutique public relations (PR) agency in college, I fell in love with PR. The idea that I could continue to work in a fast-paced environment, tapping into my creative skills while helping organizations achieve their goals was what inspired me to shift fields.

What was your first job out of college?

Immediately after graduating from college, I worked for a global trade association in the fresh produce industry. This in-house role taught me how to support multiple stakeholders at once. I also fell in love with crisis communications in this role. One of my first projects involved a crisis related to a major food-borne illness outbreak. The intensity of both the pace and content brought a high-pressure thrill to the work that I enjoyed – a thrill similar to what I enjoyed during my years as an athlete. 

How did you end up in your current role?

I initially joined Kimball Hughes Public Relations as an intern my junior year of college. During my time as an intern, I worked closely with both the organization’s principle, Rod Hughes and vice president, Eileen Coyne. Rod and I stayed in close communication after my internship ended, and he became an invaluable mentor to me throughout my early years as a public relations professional. As we stayed in touch, I often looked for opportunities to work with Rod again, and the stars aligned in 2021 when I was looking for my next opportunity and Kimball Hughes Public Relations was seeking a public relations manager. 

What has surprised you most about your career or yourself given your current role?

What has surprised me the most about a career in public relations is the amount of trust required. Public relations professionals, clients, journalists, vendors and others all need to work together with a high-level of trust to ensure brand integrity and accuracy are maintained and high-quality, interesting and helpful content makes it to the appropriate audiences. 

What have you learned from your career journey?

Confidence is key. You can be a proficient writer with all the best media contacts, but if the client, journalist or your colleagues do not have confidence in you or your work, success will only be surface level. I have found this confidence, and trust with all stakeholders, comes from connection. The more clients feel you know them, their business and can explain how you will help them achieve their goals, the more confidence they will have in you. 

What lesson or myth-busting idea would you want to share with someone thinking about a career in public relations?

Public relations is not limited to social media content, attending influencer events and putting together PR boxes for celebrities. There is a lot of PR work in the B2C space that looks like what you see in the movies, but many B2B organizations in highly technical fields, such as insurance, legal or finance, also need PR support that looks very different. Anyone pursuing a career in public relations should seriously consider the industries that interest them. This will help you understand where you best fit within a very diverse communications industry. 

How I Got Here: Mike Madry’s Journey to PR

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Many career paths are unplanned. As specialists in insurance communications, we hear from insurance professionals all the time who found their way to their professions through unplanned or unexpected means. The same can be true of public relations. Whether it’s journalism, marketing or human resources—the PR field is uniquely suited to diverse backgrounds. That is why we are sharing this blog series breaking down how our team members came to find their current PR roles. For any new grads trying to figure out what they want to do, or even established professionals looking to make a change, we hope this series can shed some light on the PR field. 

What did you go to school for?

I went to school initially for journalism. During my junior year, I changed my major to public relations after deciding there might be more opportunities there compared to a career in broadcast journalism. 

What did you envision your job would be? 

During my freshman year of high school, I had the opportunity to anchor the school news. After a few broadcasts, I realized I wanted to be a news or sports anchor. I loved the writing aspect of it and really enjoyed the production tasks, such as editing and filming, that came with the job as well.

What was your first job out of college? 

My first job out of college was as a public relations coordinator for the Pennsylvania House of Representatives, and I couldn’t have asked for a better introduction to the profession. The role exposed me to different aspects of public relations, from writing press releases and coordinating press conferences to scripting and producing video content. The variety of responsibilities challenged me to learn quickly and develop a well-rounded skill set. Looking back, that experience laid the foundation for my career and shaped me into the public relations professional I am today.

How did you end up in your current role?

After working in-house for about seven years, I was ready for a bigger challenge in public relations, and I thought joining an agency would be the best move for my career. Then it was about finding a PR firm that best aligned with my industry experience. Having spent the last five and a half years in health insurance, I thought Kimball Hughes Public Relations would be a good fit given their insurance expertise. I also felt a very strong cultural fit. With that said, it was a no-brainer to join.

What has surprised you most about your career or yourself given your current role?

What surprises me the most about public relations is the different opportunities that are out there. I’ve found there are a ton of companies and c-level executives that believe in the power of PR and throw their support behind thoughtful PR strategies. That creates a variety of opportunities for professionals in our field to stay challenged, engage in a fulfilling career and earn a solid living.

What have you learned from your career journey?

For me, the most rewarding part of public relations is seeing the real-world impact it can have. It gives you the opportunity to bring attention to important issues that might otherwise go unnoticed. With the right strategy and the right media coverage, you can spark meaningful conversations that have the potential to influence perspectives and even drive change.

What lesson or myth-busting idea would you want to share with someone thinking about a career in public relations?

Internships are invaluable for anyone considering a career in public relations. They not only help you determine whether the field is the right fit, but they also provide hands-on experience that sets you apart when applying for full-time roles. I’m convinced I wouldn’t have landed my first PR job with the Pennsylvania House of Representatives without the internship experience I gained in college. 

Honoring America’s 250th with a Little History and a Nod to PR

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Red, white and blue festive bunting, parades, grilled hotdogs and fireworks may sum up the Fourth of July for many Americans most years, but 2026 is special. 

This year marks the 250th anniversary of the signing of the Declaration of Independence. It is an opportune time to reflect with respect on U.S. history and the vision, wisdom and bravery of our Founding Fathers.

But, dare we say, it might also serve as an excuse to look back into history from another perspective—public relations. Afterall, it was more than Paul Revere’s “PR campaign,” communicating “The British are coming. The British are coming,” that brought us to where we are today. 

The Communications That Built America 

While the Museum of Public Relations credits cave drawings from 37000 to 17000 BC as the earliest form of communication, for the purpose of this article and to mark our nation’s 250th, we will explore how PR has evolved since 1776.   

The Age of Print kicked off in 1773 when Samuel Adams shared messages to raise awareness among colonists of British oppression. The pamphlets and propaganda he distributed have credited him with inspiring the Boston Tea Party in opposition of British taxation. 

Not long after, colonist Thomas Paine drafted and distributed a famous pamphlet known as Common Sense to promote support of a revolution against Great Britain. Then, of course came one of America’s most famous communications—The Declaration of Independence penned by Thomas Jefferson and the Founding Fathers detailing what the future government of the United States of America would look like.

According to the museum, Amon Kendall, a cabinet member to President Andrew Jackson, was one of America’s first to hold a professional communications position in the White House around 1829. He is credited with drafting messaging for Jackson and redefining his public image from “a southern born war hero to a polished intellectual.”

In the 19th century, early PR tactics were used to promote the abolition of slavery and the women’s suffrage movement. Later, mass media emerged with inventions like the telegraph, telephone, motion picture camera and long-distance radio. These tools enabled communicators to share messages far and wide unlike ever before.

With the dawn of the Industrial Revolution, a free press rose demanding transparency from leading businesses. John D. Rockefeller worked with Ivy Lee, considered the “founder of modern public relations” to reshape his image into that of respected philanthropist rather than oil tycoon. Lee is also credited with the creation of corporate PR departments. 

World War II ushered in a range of new communications tactics, including Joseph Goebbels’ propaganda campaign for Adolf Hitler and the Nazi movement in Germany. Meanwhile, an ocean away, the U.S. Office of War Information office was created to leverage media, radio and other communications tools to share news around the war effort within the U.S. and abroad.  

Soon after, PR agencies entered the scene. 

What’s Next for PR? 

The history of PR is fascinating. It goes on to include the rise of crisis communications with the 1982 Tylenol scandal, to welcome the internet and then, of course, social media. 

As we celebrate America’s 250th birthday this weekend, we are now navigating a new world shaped by artificial intelligence. AI is making its mark across society and business ,and PR practitioners have also been caught within its wake. The good news is AI is shining a spotlight on our industry, which has long operated behind the scenes developing strategy, crafting messaging, ghostwriting for others and the like. As you have read here, PR has been integral to many of the historic movements that shaped our country. That role is positioned to become even more important in this new world of AI. For example, AI search, which society is quickly coming to depend on, relies on credible third-party content known as earned media to inform its responses. 

When you enjoy that hot dog, hamburger or potato salad this July 4th, be sure to honor our Founding Fathers for their vision, initiative and honorable actions in building America. 

And for those of us in PR, let’s take a moment to reflect on the value of our profession and the important role we play in shaping its future. Long before 1776, communication initiatives have helped to inform the public, drive progress and shape societies. Today, our goals as PR pros remain much the same, to advance visibility and build credibility, to share compelling stories, raise awareness and build trust on behalf of our clients.