Evolving with the times- PR as an innovation game-changer for business and society.

In the words of prolific American inventor Charles F. Kettering "The world hates change. Yet it is the only thing that has brought progress." His words ring true for public relations, an industry that’s been an early adopter of every innovation thrown its way—transforming how businesses grow and succeed. 

The evolution of any impactful sector, like today’s digital-driven financial services, is a journey of bold innovation and foresight. But no industry has embraced change quite like PR, constantly adapting to stay vital and relevant in a world that can quickly render yesterday’s tools obsolete. 

PR has often been seen as mysterious, exclusive club. But as social media blurs the lines between public figures and brands, PR has moved beyond managing media relations, tracking news and placing stories. Today, PR is everywhere, touching nearly every aspect of business, reshaping communication into a dynamic force. 

As defined by the Public Relations Society of America (PRSA), PR is “a strategic communication process that builds mutually beneficial relationships between organisations and their publics.” But PR is hardly new—it’s been around for centuries. Ancient Greece laid its foundations with communication tactics aimed at persuasion, and over the ages, religious and political institutions used similar strategies to sway audiences. 

By the 1920s, major companies like GM and AT&T started hiring PR professionals. Yet, it wasn’t until the Great Depression that the first official PR department was born within the National Association of Manufacturers (NAM). NAM's campaign, spanning over a decade, used film reels and pamphlets to shape public opinion on American manufacturing. After WWII, PR blossomed into a full-fledged industry, with agencies opening from coast to coast and around the world. Today, PR’s evolution is driven by technology and social trends. We live in a time of independent news creation, where social media has enabled everyday endorsements to amplify brands and ideas—replacing the generic marketing tactics of the past. 

PR’s importance has never been more relevant. In a world of endless content and information overload, standing out is essential. As newsrooms shrink and AI transforms communication, PR professionals must think creatively to keep clients successful in their field. The latest PR revolution is just another chapter in this industry’s story. If history tells us anything, more change is coming—and the best PR firms will be those that leverage it, finding fresh, out-of-the-box opportunities to help their clients succeed.

By Simrita Virk