I recently sat down with Nicole Schuman, Managing Editor of PRNews at the PRSA Counselors Academy Spring Conference for a conversation about where agencies are headed and what’s already changing in our business.
Here are five takeaways from that conversation and how they show up in our work at VVK PR + Creative.
1. The traditional agency model is evolving
Client expectations are changing, and agencies have to keep up. Clients want partners who move quickly, think strategically and understand how communication supports business goals. In today’s PR environment, agencies that are specialized, nimble and invested in their clients are the ones best positioned to grow. The next generation of agencies will be defined by expertise, agility and trust.
2. Artificial Intelligence is augmenting, not replacing agency jobs
There’s a lot of conversation about whether AI will replace agency jobs. I don’t believe that. There is still value in human judgment, and human relationships are irreplaceable. Agencies need people to verify facts, shape messaging, understand nuance and build strong relationships. AI can improve efficiency, but it can’t replace the thinking and trust that great PR requires.
That said, AI literacy is now part of the job. Leaders should help teams understand how large language models work, where generative AI falls short and how to use these tools responsibly. My view is simple: people should lead the work and AI should support it.
3. Strong communication fundamentals matter more than ever
Even in an AI-driven landscape, the fundamentals still matter. Critical thinking, technical writing and thoughtful storytelling are not optional. Younger professionals may be growing up with generative AI, but they still need to know how to write clearly, report accurately and think strategically. The tools will keep changing. The foundation should not.
4. Specialization is a Superpower
In an industry rapidly evolving with new technology, the ultimate competitive edge for any modern agency remains undeniably human. Building a scalable, sustainable business isn’t just about hiring high-quality people; it’s about empowering them to specialize, lean into their unique expertise and pioneer the efficient processes that drive actual growth. When you showcase your team’s specialized talents and make them feel truly invested in the mission, you aren’t just managing an agency; you’re building a culture that top-tier talent never wants to leave.
5. Great agency work still comes down to its people
Burnout and uncertainty are still real pressures for agency teams, which makes culture, leadership and talent investment even more important. People do their best work when they understand the impact they’re making and why it matters. When teams can see the value of what they’re contributing, the work is better and more sustainable.
Technology will keep changing how we work, but human creativity, judgment and storytelling remain at the center of effective PR. Agencies that invest in their people will continue to stand out, no matter how fast the tools evolve.
How change manifests at VVK PR + Creative
At VVK PR + Creative, these ideas show up in our culture and in the way we work every day. We value adaptability, collaboration and strategic thinking, but we also believe the fundamentals matter. We want our work to make a real difference for clients, and we know strong customer service is central to strong PR.
In an agency setting, great service means being responsive, proactive, transparent and tuned into what clients need, often before they ask. It means building trust through consistency, communicating clearly and making clients feel like true partners in the work.
That mindset starts internally. At VVK PR + Creative, culture is central to how we operate. Teams do their best work when they feel supported, challenged and connected to a shared purpose. Investing in people, making room for curiosity and collaboration, and reinforcing accountability all lead to better work for clients.
Whether we’re exploring AI tools, developing talent or creating an environment where people can grow as leaders, our approach reflects what the next generation of agencies can look like in practice: high-performing, people-centered and built for results and relationships.
About Peter Van Dyke
Peter Van Dyke is the CEO and a founding partner of VVK PR + Creative, where he oversees business strategy and growth and remains actively engaged in the agency’s public relations services. Under Peter’s leadership, VVK PR + Creative has grown to nearly 30 team members and expanded its reach from a strong Michigan base to a national footprint. This growth includes leading the acquisition of Stern Strategy Group’s public relations division, establishing VVK PR + Creative as a nationally recognized PR firm with a presence on the East Coast. The agency serves a diverse roster of clients ranging from local nonprofits to global corporations.