Social media, AI, and trends: My takeaways from a journalism and PR industry panel

Media professionals gathered at The Beaumont Studios in Vancouver last month for a panel discussion on the state of public relations (PR) and journalism.

Hosted by the Canadian Public Relation Society’s (CPRS) Vancouver chapter on May 22, the event featured expert speakers, including Robin Cook Bondy, chair of Kwantlen Polytechnic University’s public relations program, Noa Nichol, editor in chief of VITA Daily and VITA Magazine, and Fawn Mulcahy of Fawnz Creative Communications. CPRS Vancouver President Carolyn Rohaly moderated the discussion.

From the outset of the panel, Nichol expressed her strong passion for the topic of the event and her desire to actively contribute to finding solutions, and Mulcahy spoke with a strong position and a great sense of humour, which helped create a light atmosphere of discussion.

When the moderator asked the panelists about the current state of journalism, it became clear that many see it as facing serious challenges. The event highlighted the importance of helping people from different professional backgrounds connect and understand the field from various perspectives.

One key takeaway for me was the reminder to view journalism on a global scale, especially during these difficult times. Despite the challenges, there are many new opportunities emerging in the industry — and holding on to optimism feels essential.

I also believe it is important to recognize the role of ethics and intention in PR. Research and analysis are crucial in ensuring that a person’s values align with the organizations they represent, helping tell meaningful and truthful stories.

The panel also covered other important aspects related to oral and written communication, including the importance of traditional media, the significant impact of artificial intelligence (AI) on the industry, as well as changing trends due to the simplification of the content creation process through scaling social media.

The keynote speakers were somewhat divided on the topic of AI. Some highlighted the growing influence of smart technology and popular platforms like TikTok. However, there was a shared sense that, despite these changes, journalism’s core mission remains telling the truth — something that technology alone can’t replace. 

I’ve noticed how journalism is changing, especially with more content moving to platforms like TikTok and Instagram. This shift was clear during the event and it made me think about how the way we consume news is evolving fast.

Thanks to the panel discussion, I was once again convinced that although the impact of AI is significant, it still cannot replace human critical thinking. It’s clear that, no matter how advanced technology gets, the ability to analyze and question information remains a uniquely human skill.

To add credibility, as well as reduce the amount of misinformation, every journalist should remember the importance of transparency, research from different sources, and understanding each opportunity as something unique and with its own value. 

The speakers hope that in the near future, we will have more resources for producing the next generation of ethical journalists, who will express their curiosity in a less stressful mode than now.

The event also included those who had established careers in journalism as editors and producers, as well as those who wanted to return to the field. For them, the event was more of an opportunity to meet colleagues and gain a deeper understanding of the current state of journalism.

One thing that really stood out to me at the discussion was hearing from newcomers to Canada. For many of them, events like this aren’t just about learning something new — they’re about finding a sense of community. Even though a lot of them have strong experience from their home countries, they still have to start over here and rebuild everything. I think events like this give people a chance to meet others who understand their journey and help them feel less alone.

I was incredibly happy to see student attendees and active listeners during the discussion. For most of them, this is a great opportunity to consolidate their theoretical knowledge in practice and to meet Bondy, who has repeatedly been a mentor for them in their early career steps.

From my impressions, I can assure you that I did not regret attending this event. This discussion was something more than just a professional conversation for me — it opened my eyes to my concerns about new trends in this market.

I realized that traditional journalism remains a key source of truth. Although changes are coming, and we should be ready for them, human potential, live conversations, ethical decisions, and the desire to make a difference are stronger than the uncertainty ahead.