Exclusive Interview: Irina Proskurina on Her New Book The Future of PR: What’s Next?
In a rapidly changing media world, public relations professionals are racing to adapt. Author, entrepreneur, and PR expert Irina Proskurina dives deep into what’s coming next for the industry in her latest book The Future of PR: What’s Next? We caught up with Irina to hear her insights on where PR is headed and how professionals can prepare.
Q&A with Irina Proskurina
Irina, what inspired you to write The Future of PR: What’s Next?, and was there a specific moment when you realized the industry was heading for a major shift?
Absolutely — I think like many of us in PR, the COVID-19 pandemic was a wake-up call. Traditional media lost its immediacy and influence in many ways, while digital narratives, influencers, and AI-powered tools took center stage. I realized we weren’t just experiencing a temporary shift but a fundamental transformation of how brands communicate. That’s when the idea for the book was born — I wanted to document where we are now and where we're heading.
AI and automation are transforming every aspect of our work. How do you see these technologies reshaping personal branding and reputation management over the next five years?
AI is both a challenge and an incredible opportunity for PR. Reputation management will rely heavily on predictive analytics and sentiment AI tools to monitor online conversations in real time. Personal branding will shift toward hyper-personalized content strategies, where AI helps identify trends and tailor narratives for micro-audiences. But — authenticity will matter more than ever because people can sense when a brand is hiding behind technology.
What skills or qualities do you believe future PR professionals must develop to stay relevant in this rapidly evolving industry?
Adaptability is number one. The ability to pivot strategies and embrace new platforms quickly will separate great professionals from the average. Also, data literacy — understanding analytics tools, audience insights, and digital performance metrics will be a must. And finally, strong storytelling skills. AI can automate, but human-led storytelling will always have the power to connect on an emotional level.
In your book, you mention emerging platforms and new media formats. Which ones do you think are still underestimated by PR professionals today?
Definitely platforms like Substack for thought leadership and niche community-based apps like Geneva. Also, AI-generated media like synthetic voice podcasts and avatar-based virtual influencers are starting to shape audience engagement in ways we’re not fully prepared for yet. Early adopters here will win big.
If you could give one piece of advice to someone starting their career in PR right now, what would it be — especially in a world where traditional media is losing ground to influencers and digital storytelling?
Build your personal brand from day one. Don’t wait for a company or agency to define your professional identity. Use social media, write articles, network online — position yourself as an expert in a niche you love. The future of PR is about visibility, relatability, and influence — and it starts with owning your own story.
As The Future of PR: What’s Next? makes clear, the industry isn’t just evolving — it’s reinventing itself. And with leaders like Irina Proskurina guiding the conversation, PR professionals have a roadmap for navigating what comes next.
Contact: irinaproskurina1@gmail.com