CPRS Toronto: In conversation with Samantha Berdini
For our December In Conversation With blog series, we connected with Samantha Berdini, Senior Account Manager at Category Communications, a Toronto-based PR agency specializing in technology and real estate. Samantha began her career in journalism at Global News before transitioning to public relations, where she now leads strategic communication programs that drive clarity, credibility and impact. Drawing from her newsroom experience, Samantha brings a unique perspective on how the evolving media landscape and rise of AI are reshaping the PR profession.
How has your role as a PR practitioner evolved in recent years?
I’ve only been in PR for about a year and a half now, after starting my career in a newsroom. That experience has shaped how I see the industry because so much of what’s happening in PR is connected to what’s happening in journalism.
One of the biggest shifts I’ve noticed is the idea that PR professionals aren’t just responsible for earned media anymore. When I came into the field, I thought PR was mostly about pitching stories. But in reality, we’re wearing a lot more hats. Teams across industries are shrinking, and many companies, especially startups are asking PR professionals to take on new, hybrid roles like fractional marketing or influencer relations.
We’re also writing a lot more content, from thought leadership to blogs. Clients are realizing that PR people, many of whom are former journalists, bring strong writing and storytelling skills that can support multiple areas of the business.
And of course, AI is changing everything. A big part of my work now involves helping clients understand how they show up in large language models (LLMs). There’s a growing focus on AEO (Answer Engine Optimization) as the next evolution of SEO. It’s about understanding how brands appear in AI-generated results and making sure they’re represented accurately and consistently. PR professionals are going to play a big role in that shift.
What major shifts have you seen in PR, and how are they shaping your work today?
Beyond AI, the biggest shift I’ve seen is how much the media landscape itself has changed. Newsrooms are shrinking, and reporters are stretched thinner than ever. That’s changed how we approach pitching.
The old “spray and pray” method just doesn’t work anymore. Journalists can see right through it. Now, it’s all about being helpful, targeted, and respectful of their time. When I was on a recent CPRS panel, I talked about how important it is to meet journalists eye to eye, understand what they need, know their beat, and build real relationships.
Another interesting shift is that even though there are fewer journalists, there’s actually more airtime to fill, especially with 24/7 news networks like CP24 and Global News expanding their coverage. That means there are more opportunities for PR professionals to get their stories picked up, but only if they understand how those newsrooms work. Knowing who makes decisions, how stories are shared between markets, and where your pitch fits in has never been more important.
Looking ahead, what trends or changes do you think will define the role of PR practitioners in the future?
AI will be the defining change for our field, no question. As LLMs increasingly do the “research” for people, PR professionals will need to make sure their clients’ messages are accurate, consistent, and discoverable across platforms.
For example, press releases don’t really rank in LLMs right now, what does rank are trusted earned media sources like The Globe and Mail, Toronto Star and CBC. That’s great news for PR because it underscores how valuable earned coverage still is. It also reinforces the importance of message consistency. When AI scrapes the web for information, you want every blurb it finds about your client to align with their key messages.
At Category Communications, we’ve started building this thinking into our strategies. Even if it’s not formally labelled “AEO,” we’re advising clients on how to show up effectively in both traditional SEO and emerging AI-driven search. Staying informed about how these tools evolve and giving clients sound, up-to-date advice will be critical.
Any advice for emerging PR professionals or journalists transitioning into PR?
Build your network early and nurture it often. That’s your currency in PR. I wish I had spent more time in my journalism days meeting people outside my newsroom, because those connections are invaluable now.
If you’re a student, don’t just stick to your own program, journalism students should meet PR students and vice versa. Those relationships will matter down the line. And don’t be afraid of outreach. At Category, we always say, “Embrace the cringe.” Sending a cold LinkedIn message or email might feel awkward, but it’s worth it.
The key is to lead with kindness and empathy. The PR and journalism worlds are small, and everyone knows everyone. Every interaction counts. Approach people with genuine interest, offer value, and always make their job easier, that’s the foundation of strong, lasting relationships in this field.
About CPRS Toronto’s In Conversation With blog series
Once a month, the In Conversation With series spotlights voices from across the communications field, featuring leaders and rising professionals who share their perspectives on industry trends, the future of the profession, and their own career journeys. These conversations aim to inspire, inform, and highlight the diverse experiences shaping the future of public relations.
If you would like to share your story or nominate a colleague, please contact us at communications@cprstoronto.com.