S&T Live at 4: Ethics, Story and Strategy

We’re marking the fourth year of Strategies & Tactics Live on LinkedIn, our monthly livestream. These real-time discussions with contributors and guests surface deeper insights and practical takeaways for communicators navigating a rapidly changing profession. 

To deepen the experience, we introduced S&T Live Plus, which gives PRSA members access to short post-session video insights from our guests. A growing library is now available on the PRSA website.

Ethics in an AI era

January’s session set the tone for the year by examining one of the most transformative forces in our profession: artificial intelligence.

In the episode titled “Ethical AI in a Rapidly Changing PR Landscape,” we were reminded that public relations has always depended on voice, trust and reputation — and those fundamentals don’t change simply because new technology reshapes how we work.

Our guests, Andrea Gils Monzón and J.R. Hoeft, APR, MBA, helped us wrestle with questions many communicators are confronting: When should we disclose the use of AI? How do we articulate the human role in an AI-augmented workflow? How do we preserve ethical judgment and creativity in the face of automation?

The updated “Ethical Use of AI for Public Relations Practitioners” guidebook — released by PRSA’s Board of Ethics and Professional Standards (BEPS) during ICON 2025 — reframes practitioners not as cautious observers of AI but as active governors of it, responsible for setting goals, defining boundaries and stewarding trust and reputation.

A theme that threaded through the conversation was human agency. AI can accelerate execution, but it cannot replace discernment, strategy or the instincts that make communications meaningful. As J.R. put it: “You still need to understand those steps as a practitioner.”

Storytelling as strategy

February’s S&T Live shifted the focus to a different but equally essential domain: the science and strategy of storytelling. Frequent contributor Monique Farmer, APR, reminded us why narrative remains one of the most powerful tools in a communicator’s skill set.

She walked us through how stories engage audiences not only intellectually but also emotionally, activating patterns of attention and empathy that help messages stick. Monique shared a framework for crafting narratives that introduce relatable characters, surface meaningful challenges and tie back to purpose — helping communicators connect strategy to human experience.

What stood out was the reminder that stories aren’t an afterthought. They are integral to how audiences understand context, connect with intention and act on insight.

Taken together, these early-year conversations illuminate a throughline for communicators in 2026: Technology and humanity are not opposing forces; they are complements. AI can support the work, but human judgment, ethical clarity and narrative skill ultimately define how we show up in the world.

Whether deploying new technology or shaping messages that resonate, the most important factor remains thoughtful, human-led execution.

As we continue into another year of S&T Live and Strategies & Tactics, we hope that these discussions inform your thinking, sharpen your practice, and help you navigate what’s ahead with clarity and focus. 

Join us on March 18 at
1 p.m. for an S&T Live with Kelly Ross, manager of internal communications for the Pittsburgh Pirates.