Public relations has always been one of the most powerful tools a business, nonprofit, or executive can invest in. Get media placements, nominations, speaking opportunities, and your credibility rises in a way advertising cannot duplicate. That has been true for decades, and it remains true today. What has changed is not PR’s value. It is the size of its reach.

Public relations, at its core, is the discipline of managing how an organization is perceived by the audiences that matter most: customers, donors, investors, and the public. Strategic communications is the framework that ties every message and every placement back to a coherent story and goals about who you are, what you do, and where you’re going. Increasingly, it is not just people. It is AI.

From Search Engines to Search Assistants

For two decades, the goal of digital visibility was ranking on Google. Search engine optimization was about keywords, backlinks, and technical site structure, all built to convince an algorithm that a page deserved a top spot.

Now, tools like ChatGPT search the live web and cite sources directly in their answers. When someone asks an AI assistant a question, that assistant has to decide, in real time, who is credible enough to mention. It is not pulling from a single source. It is weighing evidence across many.

I think of it this way: SEO helped brands rank in Google.

PR increasingly helps brands become the sources AI recognizes, retrieves, and cites.

Why This Matters More Than Most Business Owners Realize

Picture someone asking an AI assistant a question like, “Who is a respected child welfare expert in South Florida?” Or, “What organizations in Florida are working on affordable housing?” The AI has to answer that question by pulling together evidence. A website that says “we are experts in affordable housing” about itself is one data point. It is a weak one, because anyone can write that on their own homepage.

But an organization that has also been quoted in a national business publication, interviewed by a local television station, featured in a regional magazine, cited in a trade journal, and recognized by an industry association has built something much more convincing. It has built a trail of independent, third-party sources all pointing to the same conclusion. An AI system encountering that trail sees a pattern: this organization, this subject, this region, this level of credibility, repeated across multiple unrelated sources rather than claimed once by the organization itself.

That pattern is what earned media has always been good at creating. What has changed is that it now has a second audience beyond human readers.

A New Layer on an Old Value

For as long as I have worked in this field, I have told clients that media coverage builds credibility, that credibility compounds over time, and that it tends to improve visibility in a Google search. Both of those things remain true.

Now there is a third layer. Media coverage helps establish what AI systems understand an organization to be known for. Some people are calling this generative engine optimization, or AI search optimization. The terminology is still settling.

I have to be careful here, because this space invites a lot of overpromising. No agency, mine included, can guarantee that a single article gets permanently absorbed into how a given AI model was trained. That is not something public relations controls, and anyone who tells a client otherwise is not being straight with them. What is true, and what current AI search tools are built to do, is search the live web and cite relevant, credible sources in real time. That is a mechanism PR can absolutely influence, because it is largely a byproduct of doing PR well in the first place.

What an AI-Visibility Strategy Actually Looks Like

At Khanna Connections, this is changing how I think about earned media for every client we take on. A strong strategy in this new environment combines several things working together: earned media placements, authoritative expert quotes, consistent executive bios across platforms, a well-built press page, podcast appearances, industry awards and recognitions, owned thought leadership content, and a website that is technically accessible to the crawlers these AI systems use to find and read information in the first place.

That last piece matters more than people think. A brilliant press hit does very little if the website behind it is technically invisible to the tools trying to find it.

This is also exactly why I built Khanna House Studios alongside Khanna Connections. Earned media placements are powerful, but they work best when supported by consistent, high-quality owned content: video, photography, and production that reinforces the same expertise and the same story across every channel a client controls. And a coherent digital footprint is exactly what both search engines and AI systems are looking for.

Public relations is not just about being found on Google. It is about being found, understood, and cited correctly by the AI tools an increasing number of people now use to ask their first question. That is a real shift, and it makes PR more valuable in this next era, not less. The organizations that treat earned media as an investment in long-term digital credibility, rather than a one-time press release, are the ones that will show up when it counts, whether the one asking the question is a person or a machine.

From unforgettable performances to immersive event experiences, Maggi Rosenberg is the visionary behind SOR Entertainment—a full-service entertainment and event production company known for creativity, professionalism, and passion.

Creating Moments. Inspiring People.
Elevating Every Experience.

TELL US A LITTLE ABOUT YOUR BACKGROUND AND WHAT LED YOU TO YOUR PROFESSION.

I’ve always believed that live entertainment has the power to bring people together and create memories that last a lifetime. My career began with a passion for music, dance, and producing experiences that leave audiences inspired. Over the years, that passion grew into SOR Entertainment, where we’ve had the privilege of producing entertainment for corporate events, luxury weddings, galas, festivals, and private celebrations throughout the country. Every event taught me something new about creativity, leadership, and exceeding expectations. Today, I combine artistic vision with strategic planning to help clients transform ideas into unforgettable experiences. Watching a concept evolve from a simple conversation into a spectacular event is what continues to inspire me every day.

WHAT DO YOU FIND MOST REWARDING ABOUT WHAT YOU DO?

The most rewarding part of my work is seeing people genuinely connect through shared experiences. Whether it’s a bride walking into her dream reception, a company celebrating a major milestone, or an audience giving a standing ovation, those moments remind me why I love this profession. I enjoy collaborating with talented performers, designers, and production professionals who bring incredible creativity to every project. Building long-term relationships with clients and becoming someone they trust for life’s biggest celebrations is especially meaningful. Knowing we’ve helped create memories families and organizations will cherish for years is the greatest reward.

HOW DO YOU APPROACH BUILDING RELATIONSHIPS WITH THE PEOPLE YOU SERVE OR WORK WITH?

I believe every successful event starts with listening. I spend time understanding each client’s goals, personality, and vision before recommending entertainment or production solutions. Communication, honesty, and reliability are the foundation of every relationship we build.

I strive to make clients feel supported throughout the planning process, from our first meeting until the final guest leaves the event. Our team focuses on delivering exceptional service while making the planning experience enjoyable and stress-free. Many of our clients become repeat clients and friends, which is something I truly value.

WHAT ADVICE WOULD YOU GIVE SOMEONE WHO WANTS TO ENTER YOUR FIELD?

Be willing to work hard and never stop learning. Success in the event industry requires creativity, organization, flexibility, and the ability to stay calm under pressure. Focus on building genuine relationships and always deliver more than people expect. Every event is an opportunity to build your reputation, so professionalism and attention to detail are essential. Don’t be afraid to start small, volunteer, or gain experience in different areas of events and entertainment. Most importantly, remember that this business is about creating meaningful experiences for others, and that should always remain your focus.

WHAT DO YOU BELIEVE SETS YOU OR YOUR BUSINESS APART?

At SOR Entertainment, we don’t simply provide entertainment—we create immersive experiences. Our approach blends professional performers, innovative production, creative storytelling, and meticulous event planning into one seamless experience. We customize every event rather than offering one-size-fits-all packages, ensuring every celebration reflects our client’s unique vision. Our network of exceptional talent allows us to provide everything from DJs and live bands to cirque performers, dancers, specialty acts, and full-scale event production. Most importantly, we’re committed to professionalism, creativity, and making every client feel like they’re our only client.

WHAT DOES A TYPICAL DAY LOOK LIKE FOR YOU?

No two days are ever exactly alike, and that’s one of the things I enjoy most. A typical day might include meeting with clients, designing event concepts, coordinating performers, reviewing production logistics, or developing new entertainment experiences. I also spend time working with venues, vendors, and creative partners to ensure every detail comes together seamlessly. Business development, marketing, and mentoring my team are also important parts of my schedule. Every day presents new opportunities to solve challenges creatively while helping clients bring their vision to life.

WHAT KEEPS YOU MOTIVATED AND PASSIONATE ABOUT YOUR WORK?

I’m motivated by the opportunity to continually create something new. The event industry is constantly evolving, and I enjoy finding innovative ways to surprise and delight audiences. Collaborating with talented artists and creative professionals inspires me to keep pushing boundaries and raising the standard for live entertainment. Seeing the excitement on guests’ faces reminds me that our work has the ability to create joy and meaningful connections. That combination of creativity, teamwork, and unforgettable moments keeps my passion strong after all these years.

WHAT ARE SOME OF YOUR FAVORITE THINGS TO DO OR PLACES TO VISIT IN WELLINGTON?

Wellington has a wonderful sense of community and offers something for everyone. I enjoy supporting local restaurants and businesses, spending time outdoors, and attending community events whenever possible. The area’s beautiful parks, equestrian venues, and seasonal festivals create a welcoming atmosphere for both residents and visitors. It’s also inspiring to be part of a community that values family, culture, and philanthropy. Wellington’s combination of elegance, hospitality, and community spirit makes it a wonderful place to live, work, and celebrate special occasions.

SOR ENTERTAINMENT

Creating Moments. Inspiring People. Elevating Every Experience.

FULL-SERVICE ENTERTAINMENT & EVENT PRODUCTION

Corporate Events • Weddings • Galas • Festivals • Private Parties • Specialty Acts • DJs • Live Bands • Dancers • Cirque • And More!

561.329.7892 | INFO@SORENTERTAINMENT.COM | SORENTERTAINMENT.COM

Quick Takeaways

• Julie Khanna, owner of Khanna Connections and Khanna House Studios, breaks down what public relations actually means in 2026.

• PR has splintered into influencers, content creators, SEO specialists, and social media managers, all playing a real role.

• Khanna’s firms are headquartered in Wellington, Florida, but serve business and nonprofit clients across the country.

• A press placement is only step one; how a business reuses it across social, email, and proposals perpetuates its value.

• Wellington business owners and nonprofit leaders can use this framework to evaluate whether their current PR strategy is working.

Ask ten people what public relations means today, and you will likely hear it applied to influencers, content creators, copywriters, SEO and AIO specialists, event promoters, speaker placement consultants, publicists, and social media managers alike. None of them are wrong.

Every one of those disciplines plays a real role in executing a comprehensive public relations strategy. The confusion does not come from misuse of the term. It comes from the fact that PR itself has fractionalized into specialized modalities, and very few practitioners have hands-on experience across more than one or two of them at a time. That fragmentation is worth examining because it shapes how businesses and nonprofits should think about their communications strategy in 2026 and beyond.

Why the Media Perspective Matters

The most useful vantage point in this industry belongs to people who have worked multiple sides of the media table: as publicists pitching stories, as publishers deciding what runs, as producers shaping how a story looks and sounds, and as journalists writing it. That combination is rare, and it changes how a strategy gets built. Understanding what an editor actually needs, because you sit in that role yourself, is a different skill set entirely from understanding how to write a press release.

I own Khanna Connections, a public relations and strategic communications firm, and Khanna House Studios, a video and content production company, and our team publishes The Wellington Edit, a regional digital publication. All three are headquartered in Wellington, Florida, though our client roster extends well beyond it, spanning businesses and nonprofits across the country. Between these three companies, I have spent close to a decade watching this industry shift. I want to use that vantage point to unpack what public relations actually is, what strategic communications means in practice, and why both deserve more attention from business owners and nonprofit leaders than they typically get.

Why Public Relations Still Matters in a Digital-First World

Public relations is, at its core, the discipline of managing how your organization is perceived by the audiences that matter most: customers, donors, sponsors, investors, regulators, and the public at large. Strategic communications is the framework that ties every message, every channel, and every touchpoint back to coherent narratives.

For businesses, that means credibility that paid advertising cannot buy. Third-party validation from a respected journalist or outlet carries a weight that a sponsored post never will. For nonprofits, strong PR and communications strategy translates directly into donor trust, volunteer recruitment, and community goodwill, all of which are the currency that keeps a mission funded and moving forward.

Modern public relations is not a single tactic. It is a strategic combination of earned press, speaking engagements, award nominations, influencer and user-generated content, professional production, social media presence, and thought leadership positioning. The absence of one of these can weaken your industry position.

What a PR Strategy Actually Looks Like in Practice

The definitions above are useful, but they stay abstract until you see them applied. Here is a simplified version of how a real PR engagement tends to unfold.

Say a local business owner has a genuine expertise, a product launch, or a community initiative worth covering. A strategic communications plan starts by identifying the angle a journalist would actually want, not just the story the business wants to tell. From there, a publicist builds a media list of the reporters, media outlets (including social media outlets) most likely to care, and pitches that angle directly, often alongside supporting assets: photography, video, or data that make the story easier for an editor to say yes to. If the pitch lands, the placement becomes the anchor. A speaking engagement or panel invitation might follow because the business now has a track record of being quoted as an expert. An award nomination might get pursued using that same coverage as supporting evidence. Social content and email marketing then repurpose the placement across every channel the business already owns, turning one piece of coverage into weeks of usable material.

None of these pieces work especially well in isolation. A single press hit with no follow-up content fades fast. A social media presence with no earned credibility behind it reads as self-promotion. The strategy is in the sequencing, not any single tactic.

Getting Press Is Only Half the Job

Here is something most business owners do not realize until it is too late: landing the placement is only the beginning. What you do with that press afterward is just as important as earning it in the first place.

A single feature, used well, can work for you for months. Used poorly, it disappears into a news cycle within 24 hours and never earns its keep. Here is how we recommend to our clients to maximize the value of every press mention you secure:

• Post it on social media multiple times. More is more here. Do not be shy about resharing.

• Add it to your email signature. A simple “Read our latest feature in [Outlet Name]” builds credibility with every email you send.

• Add it to the press page on your website. This is often the most underused real estate on a company site.

• Post it on LinkedIn and Google Business Profile. Both platforms reward fresh, credible content.

• Send it in your newsletter. Your subscribers are already primed to care about your wins.

• Pitch the same angle to additional outlets. One story often has multiple homes.

• Use it in proposals, pitch decks, and sales sheets. Third-party credibility closes deals faster than self-promotion ever will.

• Frame it and display it in your office. Physical proof signals authority to every client and partner who walks through your door.

• Add the outlet’s logo to your website’s “As Seen In” section. This gives new visitors instant visual credibility.

• Tag the journalist or outlet when you share it. This small courtesy builds the relationship for the next pitch.

How Press Coverage Is Actually Measured

A press hit is not just a feel-good moment. It is a quantifiable business asset, and serious communications programs measure it like one. We use media monitoring platforms that calculate publicity value and earned media value for a given placement, translating a feature into figures a CFO or a board can actually evaluate. Any organization investing meaningfully in PR should be asking its team, in-house or agency, for those numbers. Without them, it is difficult to know whether a communications strategy is actually working or simply generating activity.

The Larger Point

Public relations in 2026 is not one thing, and it never really was. It is a coordinated system of earned media, production, platform strategy, and relationship management, and organizations that treat it that way tend to outperform those still chasing individual placements in isolation. The industry’s fragmentation is not a problem to solve. It is a reality to plan around.