As the communications profession continues to navigate rapid technological change, growing stakeholder expectations and an increasingly complex trust landscape, the role of PR practitioners is expanding in new and meaningful ways. For our June edition of In Conversation With blog series, we connected with Vanessa Eaton, President of Proof Strategies. A respected communications leader, Vanessa has helped shape some of Canada’s leading conversations around trust, reputation and strategic communications through her work at Proof and the development of the CanTrust Index.
We spoke with Vanessa about how the profession has evolved beyond traditional media relations, why trust remains one of the most important currencies organizations can earn, and how communicators can continue to create value in an era increasingly influenced by AI. From the growing importance of business acumen to the need for deeper strategic counsel, Vanessa shares her perspective on the forces shaping the future of communications and what practitioners can do to stay ahead.
How has your role as a PR practitioner evolved in recent years?
Earlier in my career, PR was often synonymous with media relations and managing the message. While this is still an important aspect of our role, the value we bring is much broader. Earning trust, moving people to action, and building and protecting corporate and brand reputation is complex work and what we do best. Understanding the business context—what makes an organization or business succeed—is also important to better inform the counsel we bring.
In this role, my work has evolved from doing to advising to leading—from being a PR specialist to becoming a communications strategist with a broader view of the expertise we can bring and impact we can make. As strategic communicators, we bring the big picture, judgment, and the human (relations) lens. With this perspective, we can unify people and expertise.
What major shifts have you seen in the PR profession, and how are they shaping your work today?
Things are moving faster, expectations are higher, and the environment is even less predictable. Business leaders are under more pressure to make an impact faster. Issues are higher stakes; trust is harder to earn and much easier to lose; attention is fragmented; and organizations are expected to connect with audiences across more channels in an ecosystem increasingly shaped by AI-driven feeds.
This is an ongoing shift and a major opportunity for our industry to show more value. We are growing our expertise in communication strategy, PR, marketing, and public affairs to solve more complex challenges that require broader expertise.
Looking ahead, what trends or changes do you think will define the role of PR practitioners in the future?
First, trust. We’re operating in a trust deficit, and it’s likely this will continue for some time. Trust is foundational: it’s essential for healthy societies to function and for businesses to succeed. As communicators, we play a critical role in helping organizations earn or rebuild trust.
Second, AI and the evolving role of our human (relations) expertise. Used well, AI can amplify our expertise and capacity. We need to focus more on guiding C-suite and key stakeholders through this incredibly complex time as professionals who bring a human lens and who specialize in knowing how to capture attention, earn trust, and move people to action in meaningful and measurable ways.
Third, technology shifts and growing complexity will force our profession to lean more into strategy—which has always been the value we bring—over transactional or tactical work, which in many cases will be done by AI. In this, we must focus more on outcomes (over outputs) and provide proof that our work is driving real impact.
What is your biggest piece of advice for PR practitioners moving forward?
Don’t stop learning.
Stay anchored in human experience and stay curious.
Embrace AI as an enabler. It’s not replacing our expertise; it’s expanding it.
Disclosure: Answers drafted by Vanessa Eaton in her own words and thinking, with AI used as an editing tool.
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.