Embracing Change in Marketing and PR: A Path Forward

by Jennifer Marsnik

The pace of change in marketing isn’t slowing down. In fact, it’s accelerating. In this month’s News with Edge article, Jennifer Marsnik breaks down why embracing change—rather than resisting it—is critical to long-term success in marketing and PR.

Interested in diving deeper? You can also check out our new episode of Edge Unscripted, in which we talk candidly about the rise of artificial intelligence and how it’s impacting marketing and PR professionals in the industries we serve.

Change isn’t just in the air—it’s woven into the very fabric of how we live and work today. In the world of marketing and public relations, change has moved from a disruptive force to an everyday companion. Whether driven by technological innovation, shifting audience behaviors or evolving business priorities, the pace of change has accelerated—and embracing it is no longer optional.

Spring, with its natural symbolism of renewal, reminds us that change can be beautiful, energizing and necessary. In marketing and PR, it’s about more than just staying current; it’s about staying relevant. New tools and technologies—particularly artificial intelligence—are redefining how we engage with audiences, personalize experiences and measure success. But beyond the buzzwords lies a fundamental truth: it’s not just about the tech; it’s about how people choose to engage with it.

The Human Side of Innovation

One of the biggest challenges with change isn’t adopting the technology but shifting the mindset. Many organizations focus heavily on acquiring new platforms or tools, yet neglect the importance of change management and team adaptability. The real differentiator is the willingness of individuals and teams to learn, evolve and experiment.

Embracing change means saying yes more often. It’s about taking calculated risks, trying new formats like video or audio content even if they’re outside your comfort zone and stepping into unfamiliar roles with confidence. In today’s landscape, marketing professionals must balance technical skill with emotional intelligence, leading teams through transformation with clarity and compassion.

AI: “The Industrial Revolution on Steroids”

AI is undeniably a driving force in this new era of marketing. From automation and segmentation to content creation and performance tracking, AI has given professionals the ability to work smarter, not harder. But its value doesn’t stop at efficiency. It also empowers us to connect more authentically by tailoring messaging to the right audience at the right time.

Still, AI isn’t a silver bullet. Success lies in testing, iterating and learning. A/B testing messages, segmenting audiences thoughtfully and continuously refining strategy are what allow businesses to stand out—not just for being innovative, but for being effective. And while it’s tempting to wait for the “perfect” version of a tool or platform to arrive, the best way to learn is to dive in and get hands-on.

Rooted in Core Principles

Though the tools have changed, the core of marketing and PR hasn’t. Storytelling, connection and trust remain central. If you’re a seasoned communicator who once thrived in print or broadcasting, those skills still matter. Today they’re applied across social media, podcasts, digital campaigns and interactive content, but the principles of compelling messaging and audience insight are timeless.

Start Where You Are

Waiting for the dust to settle on change means getting left behind. Whether it’s AI integration, new communication platforms or shifts in audience expectations, staying ahead means starting now. Embracing change isn’t about being fearless—it’s about being flexible. It’s understanding that perfection is a moving target and starting messy is better than not starting at all.

Ultimately, embracing change in marketing and PR isn’t about abandoning what works—it’s about being open to what’s next. It’s about leveraging existing strengths while exploring new possibilities, all while staying rooted in purpose and authenticity. Because when we meet change with curiosity instead of resistance, we don’t just adapt—we grow.

About the Author:

With Edge Marketing since 2007, Jennifer Marsnik specializes in helping clients develop and implement strategic plans that support their overall business goals.