AI, Authenticity and the Future of PR Are Colliding Faster Than You Think
Let’s Talk PR & More! host Sherry Goldman sat down with Fay Shapiro, co-founder and publisher of CommPRO.biz, for a revealing conversation on how public relations is evolving in real time — and what communicators must do to keep up.
In a wide-ranging interview aired on WRHU-FM and available as a podcast, Shapiro shared her journey from a journalism student dreaming of bylines to a pioneering force in media directories, content innovation, and digital community building for communicators. She credited legendary mentors like Harold Burson, Patrice Tanaka, and Al Golin for pushing her to challenge industry norms.
“Harold told me, ‘Someone needs to shake things up,’” said Shapiro. “And I’ll never forget sitting with Mr. B. in the rocking chairs he had in his office overlooking Park Avenue South, talking about breaking down the walls between PR, marketing, and advertising. That moment led to CommPRO being born.”
Shapiro explained that CommPRO was never meant to be just another media outlet. “We created it as a platform for dialogue, not monologue,” she said. “It’s about content that’s meaningful and useful for those in the trenches and for those just entering the communications field.”
One of CommPRO’s innovations was launching the industry’s first virtual Town Halls. “It’s not just panels and PowerPoints,” Shapiro said. “It’s about engaging the community in conversation and co-creation — whether that’s in person or online.”
When Goldman asked about the accelerating role of technology, Shapiro was candid: “The PR industry is going through serious flux, not just from tech like AI, but also consolidation. Just look at what’s happening with Interpublic and Omnicom. You can’t rest on your laurels anymore.”
Still, Shapiro is not alarmist. She’s a realist. “AI is neither good nor bad,” she said. “It’s a tool. The challenge is using it ethically, wisely, and in a way that preserves authenticity. That’s what our community wants — guidance, not hype.”
She described a “love-hate relationship” with AI and admitted her team rigorously checks for AI-generated content. “We’ve rejected slightly AI-generated stories,” she noted. “There’s a line we won’t cross when it comes to authenticity.”
Shapiro also praised PRophet founder Aaron Kwittken for his forward-thinking work and co-creation efforts. “Aaron has been ahead of the curve on how AI intersects with earned media,” she said. “Our roadshow with him, ending at USC Annenberg, really opened eyes across the country.”
As a publisher, Shapiro sees herself as a consultant to both brands and agencies. “We don’t sell ad space,” she said. “We co-create experiences and content that solve problems.”
Ultimately, Shapiro’s message to communicators is clear: Stay curious, stay ethical, and don’t wait to catch up.
“You can’t say, ‘I’ve got this figured out,’” she said. “The landscape is shifting daily. But that’s also the beauty of it — the chance to be part of shaping what comes next.”
