By Michael Cherenson, Academic Director for Communication Certification Programs

In today’s media and reputational landscape, the pace of change isn’t just accelerating—it’s fragmenting. Generative AI now shapes what people see, believe, and share. Crises no longer follow predictable timelines. And credibility is increasingly defined not by who you know, but how machines index your message.

For public relations and communication professionals, this means one thing: we must retool—intentionally, urgently, and continuously.

At Rutgers, we’ve designed our Public Relations Certificate and Crisis Communication and Reputation Management Certificate programs around this very idea. Lifelong learning is no longer a luxury; it’s a leadership requirement. The tools and strategies that worked five years ago won’t carry us through the next five months. To lead in this new environment, communicators need new frameworks—ones that blend ethics, foresight, and adaptability.

Three ideas sit at the center of this retooling: VUCA, Left of Bang, and the Age of AI Credibility. We live in a VUCA world—volatile, uncertain, complex, and ambiguous. Traditional PR playbooks, which assume linearity and control, often collapse under this weight. Today’s challenges demand adaptive strategic thinking: the ability to sense change early, reorient quickly, and act with clarity in complexity.

"To lead in this new environment, communicators need new frameworks—ones that blend ethics, foresight, and adaptability."

That’s where the concept of Left of Bang comes in. Originating in military circles, it refers to the space before a crisis or incident. “Bang” might be a reputational hit, a viral takedown, or a deepfake gone mainstream. Waiting until then is waiting too long. The most effective communicators operate left of bang—they anticipate, prepare, and move before the moment. They don’t just manage crises—they shape what happens before the flashpoint.

And in this new age, they must do it with machines in mind.

We’ve entered the Age of AI Credibility, where platforms like ChatGPT, Perplexity, and Gemini act as reputation gatekeepers. These systems don’t “understand” the truth—they calculate it based on patterns, citations, and authority signals. Your story isn’t just judged by audiences—it’s judged by algorithms. To be found is no longer enough; your information must be recognized, retrieved, and repeated in the ecosystems AI trusts most.

"Your story isn’t just judged by audiences—it’s judged by algorithms. To be found is no longer enough; your information must be recognized, retrieved, and repeated in the ecosystems AI trusts most."

For professionals committed to lifelong learning, this presents both a challenge and an opportunity. The challenge: rewire your skill set for this new environment. The opportunity: become the kind of leader who doesn’t just survive disruption—you anticipate it, influence it, and grow stronger through it.

The future belongs to those who can orient before others react.

Our certificate programs don’t just teach you what to say—they help you understand when to say it, how to prepare for it, and why it matters. We combine traditional communication principles with modern strategy, information ethics, and tools for credibility in a digital-first, AI-influenced world.

Retooling is not a one-time act—it’s a lifelong habit.

And if you’re ready to lead in what’s next, we’re ready to help you build what’s possible.

Learn more about the Crisis Communication and Reputation Management Certificate and the Public Relations Certificate offered by Continuing and Professional Studies at the Rutgers School of Communication and Information on the website.