Corporate communications leaders are navigating a moment of rapid change. From AI to reputation strategy to the evolving role of earned media, the conversations at this year’s Corporate Communications & Brand Summit made one thing clear: the function is being asked to prove its value in new ways.
I spent the day listening in on panels, audience Q&A sessions, and networking with communications leaders across industries. The most heavily attended discussions tended to revolve around three themes: the growing importance of reputation, the real role of AI in communications, and the challenge of understanding influence in a fragmented information environment.
Here are a few of the ideas that stuck with me.
Belief, purpose, and the role of communication
One theme that came up repeatedly was the idea that communication shapes belief. One speaker shared a simple but powerful example from inside their organization. Their CEO addressed employees and framed the company’s evolution not by saying what the company was becoming, but by clearly stating what it was no longer. That clarity helped employees understand the direction of the business and created alignment around a shared “North Star” purpose.
Messaging is no longer just about storytelling; it helps define a brand’s identity. When leaders articulate purpose and values with clarity, communications becomes a mechanism for building belief internally and externally.
Reputation is still the license to operate
Another widely attended session featured Sarah Scruggs Brandt from American Chemistry Council, who put reputation in stark terms: “Reputation is our license to operate.”
For industries that face skepticism or misunderstanding, reputation management is not just a brand exercise; it is fundamental to business viability. She referenced the well-known Warren Buffett quote that “it takes 20 years to build a reputation and five minutes to ruin it”; a saying that reflects the reality many communications teams face today.
Brandt also highlighted how misinformation continues to shape public perception of entire industries and that because of this, communications teams play a critical role in educating stakeholders and ensuring that accurate information reaches the right audiences.
In other words, reputation is not something that can be managed passively. It requires constant attention, monitoring, and proactive engagement.
Earned media is gaining ground again
Another interesting discussion focused on the relative effectiveness of paid versus earned media. Several speakers suggested that paid media is becoming less effective at influencing audiences in the way it once did. Instead, earned media and credible third-party voices are regaining importance.
For communications teams, this reinforces the value of building strong media relationships and understanding where credibility actually lives. Audiences increasingly trust independent voices over brand generated messages.
This shift is also forcing teams to think more deeply about stakeholder mapping. One audience member asked about identifying the most influential voices in a rapidly changing information ecosystem. The response highlighted a real challenge facing the industry: influence changes quickly, and communications teams are still learning how to track it.
With large language models and AI powered search changing how information is surfaced, many teams are still experimenting with how to identify which sources and voices matter most. The consensus seemed to be that strategies will evolve as AI platforms mature, and the ecosystem stabilizes.
AI is everywhere, but humans still matter
Unsurprisingly, artificial intelligence was one of the most popular topics throughout the event. Bill Walsh from AARP shared a particularly practical perspective on how his communications teams are actually using AI today.
He noted that one of the most effective ways to convince leadership to invest in AI tools was simply to show them real outputs. Demonstrating what AI could produce helped move the conversation from theory to action.
The overall message was not that AI replaces communicators, in fact, the opposite came through clearly. Every speaker emphasized the need for a human in the loop.
AI tools are great for assisting with tasks like copy editing, content drafting, or scanning large volumes of information. Some teams are even using AI to personalize digital newsletters for specific audience segments.
While AI tools certainly have their place in today’s workflow, strategy, judgment, and context still belong firmly in the hands of communications professionals.
The communications function is evolving
Stepping back from the individual sessions, the bigger picture was clear. The role of corporate communications continues to expand.
Communications leaders are now expected to shape corporate purpose, manage reputation risk, interpret complex information environments, and guide organizations through emerging technologies like AI.
The conversations at this year’s summit certainly reflected that shift. The most impactful sessions were not about tactics alone. They focused on influence, credibility, and how communications leaders can translate reputation into tangible business value.
For communications leaders, the takeaway is simple: the function is not just supporting the business anymore; it is helping define it.
With communications shaping strategy at every level, knowing how to measure and navigate reputation and influence is more important than ever. Let’s continue the conversation.
This post was written by Darren Sleeger, SVP of Strategic Partnerships at PublicRelay and attendee of TCB’s Corporate Communications & Brand Summit.
