February 19, 2026
Why resilience continues to define our profession
I returned recently from a work trip where I met many people who faced adversaries and demonstrated their resilience. This had me reflecting on how remarkably resilient our profession has been. For decades, practitioners have adapted to social, political and technological change—often at a pace that challenges even the most seasoned among us.
Yet our commitment to transparency and public trust has held steady. The polished “spin” once associated with the industry has long given way to purpose‑driven communication, where audiences expect honesty, clarity and meaningful action from the organizations we represent.
The evolution of crisis management underscores this shift. In the digital age, reputational threats can escalate within minutes, requiring swift yet thoughtful responses. Social listening tools now help us identify risks proactively, allowing communicators to anticipate issues before they intensify. This speed has elevated our role: public relations is no longer perceived as a reactive function but as a strategic discipline that shapes decisions in real time and helps organizations navigate complexity with confidence.
Our responsibilities as communicators have grown accordingly. Today, public relations professionals serve as trusted advisers to CEOs and executive teams, guiding reputation management, ethical decision‑making and long‑term strategic planning. A key part of this expanded mandate involves helping organizations understand and act on Environmental, Social and Governance (ESG) standards.
ESG frameworks encourage leaders to reflect on their environmental impact, their social responsibilities, and the strength of their governance practices. For PR practitioners, this means crafting transparent, values‑driven communication that reflects genuine commitments to sustainability, diversity and inclusion, community engagement and ethical leadership. Done well, ESG communication strengthens trust by demonstrating that an organization’s behaviour aligns with its words.
We are also witnessing structural changes in how communication teams operate. Many organizations are building robust in‑house teams with integrated digital and social expertise, creating new dynamics for agencies and independent practitioners. Despite these shifts, our profession continues to adapt—and thrive—by expanding our skills, deepening our strategic influence and staying grounded in ethics and accountability.
That is why the theme of the 2026 CPRS National Conference—Harnessing the Tides of Change—feels particularly timely. Taking place in Saint Andrews, New Brunswick, from May 24 to 27, the conference offers three days of programming focused on AI and communications, leadership, the evolving media ecosystem, crisis response, governance and the future of talent. With optional leadership workshops, national networking opportunities and sessions designed for practitioners at all career stages, it promises to be an inspiring and energizing experience.
I encourage you to register early and join us as we explore not just where our profession has been, but where it is heading. With the tides of change continuing to rise, there has never been a more important time for communicators to come together, strengthen our collective resilience and elevate our practice.
I look forward to navigating this next chapter with you.
Tammy Vineberg