AdTech Day Insights with Category Communications: Why PR Is Evolving Faster in the Age of AI
By Lucy Luc
Technology is changing the way we work, communicate, and tell stories. Businesses that embrace digital tools are seeing real results, with productivity increasing by 29 percent and every dollar invested generating $1.60 in return. Generative AI alone can save more than an hour a day, creating new opportunities for businesses to grow and stay competitive.
As these changes continue to shape industries, public relations is also evolving. The way people search for information, discover brands, and build trust is no longer the same.
At AdTech Day, these conversations come to life. To explore what this shift means for PR, Lucy connected with Chantel Cassar, Co-Founder of Category Communications, to learn how her agency is adapting to an AI driven landscape and what this means for the future of storytelling.
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Chantel Cassar’s and Category Communications
I’m the Co-Founder of Category Communications, a PR agency working with changemaking companies across tech, real estate, and finance. We help brands translate complex ideas into stories that earn attention, build authority, and drive real business outcomes, especially in an AI-driven landscape.
What makes our approach different is that we build modern PR strategies rooted in Answer Engine Optimization (AEO), helping brands show up where consumers are actually searching today.
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AI is transforming how brands are discovered and consumed. How has your approach to PR at Category Communications adapted to this shift, and what role does Answer Engine Optimization (AEO) play in helping brands stand out today?
I truly believe this is one of the most exciting times to be working in PR.
AI has fundamentally changed how brands are discovered and how we operate as PR professionals.
This is the biggest shift in marketing and consumer behaviour we’ve seen in over 15 years, and it’s giving us the opportunity to write a new playbook.
People aren’t just Googling anymore. They’re asking ChatGPT, Perplexity, and other AI tools direct questions — and those tools are pulling from trusted, authoritative sources. Research shows that 89% of links cited in AI-generated answers come from earned media, which means PR is no longer just about reach, it’s about influencing the answers themselves.
At Category, we’ve shifted our approach to ensure clients aren’t just getting coverage, but achieving what we call “answer ownership”, being consistently referenced in the questions their audiences are asking.
PR plays a critical role here. It’s about showing up in the sources AI pulls from — credible media, expert commentary, and structured thought leadership.
This also requires alignment across owned content. That means clear, machine-readable website copy, structured FAQs, and consistent messaging across channels — alongside ongoing media coverage, especially within key industry publications.
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Brand authority today requires a cohesive story across multiple channels. Can you share an example of a campaign where multi-channel storytelling made a real impact on visibility or engagement?
The most effective PR today doesn’t live in one channel — it compounds across many.
At Category, we often use data as the foundation for storytelling. One example is a campaign we led for a proptech client, where we developed a proprietary report based on Canadian consumer insights.
That report became the backbone of a multi-channel strategy, including:
- A dedicated landing page to house the data and narratives (supporting SEO and AEO through backlinks)
- Owned content and social amplification
- National and regional media coverage across print, online and broadcast
- Executive LinkedIn thought leadership
Because the story was cohesive and rooted in original data, it travelled. It generated top-tier media coverage, strong engagement across channels, and meaningful inbound interest from partners and customers.
The takeaway is simple: a strong core narrative (ideally backed with data), executed across the right channels, creates momentum that no single tactic can achieve.
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Category Communications has grown from 2 to 15 team members in just two years. What strategies have helped you build a collaborative and innovative team, and what advice would you give aspiring PR students entering this evolving industry?
I’m really passionate about building collaborative, high-performing teams.
Two of our core values at Category are “Be Curious” and “Be Connected.” We never stop learning, and we stay deeply plugged into our industry, our clients, and the media landscape.
Practically, that looks like:
- Regular coffee chats with media
- Cross-team knowledge sharing
- Dedicated time for learning through lunch and learns
- Embracing new tools like AI
- Balancing strong processes with room for creativity
My advice to PR students is simple: stay curious and stay connected. Get involved in the PR community, attend events (CPRS hosts a lot of great ones!), and build relationships early. The more you learn from others, the stronger you’ll be.
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With over 15 years of experience in PR and experiential marketing across tech, real estate, and finance, what are the most valuable lessons you’ve learned about crafting narratives that drive measurable business results?
Storytelling sits at the heart of everything we do.
It’s not just a PR skill — it’s a life skill. We use storytelling in media pitches, client conversations, sales decks, job interviews and more.
One of the most important questions we ask every client is: what’s your founding story?
Because people don’t connect with companies, they connect with people.
The strongest narratives are rooted in authenticity. That applies to brands, and it applies to individuals building their careers. When you’re starting out, focus on telling your story clearly and honestly. Be you. That’s what resonates.
The other lesson is that consistency builds authority. One headline is impactful, but sustained storytelling and what creates Category leadership. And sharing that story across multiple platforms (i.e. your Linkedin, blog, socials, etc.)
At its core, PR is about building trust, and that’s what great storytelling, done consistently, achieves. Trust is what ultimately delivers long term business results.
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Earned media remains a critical factor for brand visibility, especially in an AI-driven landscape. How do you see its role evolving in the next 5 years, and which skills should emerging PR professionals focus on to stay ahead?
Earned media isn’t going away, it’s arguably more important than ever.
In the next 5 years, it will become even more valuable as a signal to both humans and machines that you’re worth trusting.
Brands can pay for ads or publish their own content, but third-party validation carries a level of credibility that can’t be manufactured.I’ve always loved the idea that advertising is what you say about yourself, and PR is what others say about you. That distinction is becoming even more powerful in the age of AI.
For emerging PR professionals, master the fundamentals:
- Strong storytelling and writing
- Relationship-building
- News judgment and cultural awareness
- Clear, concise communication
These fundamentals will never go out of style.
But the skillset is evolving. To stay ahead, you also need:
- An understanding of Answer Engine Optimization (AEO)
- Fluency with AI tools and prompting
- Adaptability as platforms and media continue to shift
The future of PR sits at the intersection of media, content, and AI systems.
Those who understand how those three work together will lead the industry.
Conclusion
As highlighted through Chantel’s insights, the future of PR lies at the intersection of storytelling, media, and technology. While tools and platforms continue to evolve, the core of the practice remains rooted in authenticity, consistency, and trust. For aspiring PR professionals, staying curious, adaptable, and connected will be key to navigating this shift.
Ultimately, as AI continues to shape how information is discovered and consumed, PR professionals are not just amplifying stories, they are helping shape the answers people find.
Lucy Luc is the current president of the Student Steering Committee and a CPRS Toronto ACE Award–winning student in her final year of Humber Polytechnic’s Bachelor of Public Relations program, where she is completing her thesis.