Key Takeaways from PRSA’s 18th Annual Media Predicts Event

As traditional media continues to evolve and intersect with emerging Substacks and podcasts, it’s more important than ever to keep a close pulse on the media landscape. To keep ourselves informed, we attended this year’s PRSA Silicon Valley Media Predicts event to hear what’s top of mind for local reporters. 

Moderated by SJSU’s Dr. Shaun Fletcher, the panel featured Harry McCracken, global technology editor at Fast Company; Scott Budman, business and technology reporter for NBC Bay Area; Abrar Al-Heeti, senior technology reporter at CNET; Asia Martin, senior commercial real estate reporter at Silicon Valley Business Journal; and Matt Rosoff, editor in chief of The Register. Here are the top takeaways you need to know: 

AI is Changing Media In Surprising Ways 

While journalists still rely on their own established methods for fact checking and don’t leverage AI often in their stories, generative AI tools are increasingly using reporters’ work without giving them any credit. Due to changing SEO practices, AI is also impacting how publications themselves receive search traffic. 

Technology and Politics Are Increasingly Becoming Intertwined 

Reporters have continued to notice the growing intersection between technology and politics. With big legislative moves like tariffs and the appointment of the Crypto and AI Czar being made, everything from consumer to enterprise technology was impacted. Because of this, political news trickled down into every beat’s coverage. 

Rise of Substacks Are Giving Different People Voices

With new Substacks popping up every day, reporters are excited that more voices can enter the conversation without the backing of a big publication. In addition, this allows consumers to have more sources of information at their fingertips. That said, CNET’s Al-Heeti emphasized that this could cause an “echo chamber” so it’s important for readers to continue to consume information from a variety of sources. 

2026 Predictions

Although there have been rumors of an AI burst on the horizon, the journalists predict this won’t happen quite yet. As AI vendors continue to experiment, the panelists also believe that these companies will spend 2026 trying to figure out how to make practical AI applications. In addition to AI, the reporters predict that next year will be key for robotics. 

While we can’t place any concrete bets on what’s to happen next year, it’s clear that AI isn’t going anywhere. Whether you’re a journalist or communications professional, it’s important to constantly stay informed while riding the AI wave. We’re here to help!