PR + Comms: communications leadership is being asked to connect the system

This week's leadership moves point to a wider shift: communications executives are being asked to connect reputation, content, innovation, and internal systems—not simply manage external messaging.

Adobe's consolidation of content and creative leadership and Weber Shandwick's emphasis on innovation and integration both support the same conclusion.

What communicators should watch: If an AI-enabled workflow changes how a company serves customers or makes creative work, communications needs a seat before rollout—not after a problem becomes a headline.