When I started my first PR job almost 3 decades ago, business looked a little different than it does today, but not as different as you might think. The internet was still young, changing the way brands connected with the world, and it was both exciting and a little unnerving.

Today, we are grappling with a similar upheaval. AI has drastically changed the landscape in what feels like a matter of months. Companies are desperate to adopt faster, better tools. The race to “more productivity” or “streamlined processes" feels relentless, a little foreign, and sometimes overwhelming, like a great wave pulling us all under.

And yet, it’s very familiar.

I can so clearly remember everyone getting caught up in dotcom fever. Back then, I was very early in my career, working for a company focused on hardware technology solutions for businesses. The problem was, most businesses were not even sure what they needed. We would get phone calls just asking for help with whatever they needed to “get online.”

The same energy surrounds AI today. But just like back then, success isn’t about chasing the newest tool. It’s about understanding the real problem you’re trying to solve.

You have probably contemplated the same questions I have lately. Can AI write a press release? Can it replace a PR team?

A decades-long career in marketing and public relations has taught me a thing or two. The tools may change. In fact, they are constantly changing. But through all of that, authenticity always wins. I have worked through the rise of text messaging, SEO, social media, smart phones, chasing the algorithm, and now, AI. New tech makes things faster, it changes the process of how we disseminate information, it makes measuring our impact easier. But it doesn’t change the fundamentals. Whether painted on cave walls or posted online, the goal of telling stories has always been to connect, to be understood, and to build trust. That is the essence of PR and the heart of every lasting brand.

The lessons from the early days of the internet still apply today, especially as businesses navigate the rise of AI and how they can use it to speak with their customers.

Here are a few lessons that have stood the test of time:

1. Draw the Ethical Line Early

Your reputation is the currency every message is built on, and once it’s spent, it’s hard to earn back.

In the 1990s, I got a call from someone who wanted to build a website that clearly did not align with either my personal values or those of the company I worked for. Without hesitation, even before checking with my boss, I said, “I don’t think we’re really a good fit,” and hung up. Later, in speaking with my supervisor, I was praised for holding that line.

Just because you can do something with new technology doesn’t mean you should. Ethics and integrity matter as much as innovation. Businesses must draw clear lines about how they will use AI. The temptation to use powerful tools for profit, regardless of consequence, is real. But reputation is built on restraint and responsibility.

2. Champion Openness and Standards

In the late 90s, I was recruited to work for network operating system giant Novell. From there, I had a front row seat to the battle over what would become the foundation of the internet. Novell wanted to control its own proprietary network protocol. Microsoft, on the other hand, pushed for Internet Protocol (IP), which was an open standard that gave more people access and control.

We all know which side won.

As I watch a new debate play out between proprietary AI models and open frameworks, my best guess is that the future will be shaped by who controls the infrastructure. Whether it’s a media relationship, a crisis response, or a new AI policy, open, transparent systems foster innovation and trust. Businesses should think carefully about the ecosystems they support.

4. Technology is Just a Tool

People matter more than things. Full stop.

The internet is incredible. There is no question that it changed the world. But even now, at its height, the internet is nothing more than a mirror. It reflects our thoughts, values, art and ambitions. It is only as good and bad as what humanity puts into it.

AI is another powerful tool. People are working and even thinking differently. Still, AI is simply a tool. It’s like a dog trained to play fetch. AI is great at filtering and retrieving information, but it does not know the value of the data it offers back. AI can help draft, summarize, or analyze, but it can’t build a story people believe in. That still requires strategy, instinct, and empathy, all hallmarks of a good PR campaign.

No matter what new innovations await us, the best results come when human judgment directs the technology, not the other way around.

5. Accept Growing Pains

I’ll never forget my first attempt to build a website. It was, by every measure, a disaster. It was unbelievably slow to load, the graphics were atrocious, and the whole experience was clunky beyond belief. I quickly realized I was in over my head.

Early versions are rarely perfect. The learning curve can be steep, and missteps are inevitable. Don’t let that stop you from experimenting. What matters is adapting, learning, and refining as the tools mature. PR professionals know that communication is a process of testing, refining, and improving. Mistakes are just part of learning how to connect better.

Each of these lessons from the first digital revolution comes down to the same core truth. Technology changes, but human principles endure. Integrity, transparency, and empathy are the constants that guide good communication and good business.

At its heart, PR is about people. Technology will always change how we do that, but not why we do it.

If you want to future-proof your brand, don’t start with the newest tool. Start with a story worth telling, and the right people to tell it well.

John Pilmer

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