How to build the PR mindset and adapt to the new era of PR
March 18, 2026
Why curiosity, relationships and flexibility matter now more than ever
The world of PR has never stood still. And today, with the rapid acceleration of AI, the pace of change feels faster than ever. For agencies looking to grow, being curious, creative and flexible have become non-negotiables.
At Pumpkin, we’ve seen first-hand how the industry is shifting. PR can’t operate in silos; the most effective campaigns now blend storytelling, events, AI, relationship building and new business development into one cohesive proposition.
That’s why we’ve expanded our offering to not only bring events more closely together with PR and new business growth, but also to provide our clients with advice on AI, SEO and GEO. But adapting to change isn’t just about services or technologies. It’s also about the people behind the work and the mindset they bring.
Building a PR mindset
So here are some thoughts from our team on what to nurture for a PR mindset today.
Curiosity remains one of the most valuable qualities in PR – particularly early in your career. As Emily Christie, Account Executive, explains, being open and curious helps junior professionals become comfortable with uncertainty in a fast-moving industry.
“PR is rarely predictable; briefs shift, news moves fast and the ‘right’ approach isn’t always obvious. The most valuable thing you can do early on is ask thoughtful questions and really listen to colleagues, clients and journalists. Over time, being curious helps you find your own strengths and where you can add value.”
Embracing continuous learning becomes even more important as responsibilities expand and people move into more senior roles.
Emma Walkom, Junior Account Director, says working in PR requires processing large amounts of information quickly – but also to think beyond it.
“You have to get used to reading – and acting upon – a lot of information fast. Focusing on the ‘why’ and asking questions beyond what’s directly in front of you is the best way to build your knowledge. Never be afraid to ask the obvious questions.”
Human connection in an AI world
As technology and AI reshape how information is shared and consumed, the value of real human connection is increasingly apparent.
For Isabella Turner, Account and Events Executive, events play a crucial role in strengthening those relationships.
“Strong people skills are essential in PR, especially with events. Meeting journalists and clients face-to-face helps build trust and long-term relationships. The more you put yourself out there and say ‘yes’ to opportunities, the more comfortable it becomes.”
As AI continues to impact the media world profoundly, these real-life interactions are becoming more important. Building genuine relationships with journalists and industry contacts remains one of the most valuable assets PR professionals can develop.
Grace Masters, Junior Account Director, believes this people-first approach sits at the heart of the industry.
“PR is a people’s game. Your job gets easier when you’re good at building trust and relationships – whether that’s with CEOs, journalists, colleagues or interns. Hard work matters, but opportunities often come from the rapport you build with others. It can sometimes feel like ‘fake it till you make it’, but people skills grow with experience. The more you practise building relationships and putting yourself out there, the easier it becomes.”
Ultimately, the future of PR will belong to agencies that adapt. To survive, it’s key to combine strategic thinking with new ways of connecting people, ideas and opportunities. As the industry continues to evolve, integrating PR, events and new business is one way we’re ensuring we grow while staying true to what makes communications powerful: curiosity, creativity and strong human relationships.
By Ella Wallace-Browne