As AI reshapes how consumers discover brands and evaluate information, public relations is taking on a larger role in marketing. Earned media no longer influences only the immediate news cycle – it can also shape the information that search engines and AI platforms surface long after a story appears.

That shift is central to Veritas's evolution and its Bronze win in PR Agency of the Year in 2026. Under president Nina Kalos, the agency has formalized its brand promise, “Truth, period,” around the belief that credibility, relationships and cultural understanding are becoming increasingly valuable.

“Our time is now,” says Kalos. “Truth matters more than ever. We are in the business of building that for our clients.”

Rather than beginning with a predetermined announcement, Veritas looks for conversations already happening in culture and identifies credible ways for brands to participate. The approach reflects Kalos's belief that PR ideas should travel naturally across earned, social, influencer and paid channels.

The agency is also reconsidering how success is measured. Its proprietary AI-driven High Five toolkit examines impact beyond traditional coverage metrics, including the potential influence of earned content on generative search. As part of Stagwell, Veritas can draw on broader technology and engineering resources while maintaining the flexibility of a 68-person agency.

Its work demonstrates how cultural intelligence can create opportunities. For Airbnb, Veritas turned online fascination with a cottage featured in Heated Rivalry into a listing that invited fans to discover the connection themselves, generating more than 700 pieces of coverage in four days without paid media. For Interval House, it created a romance novel containing discreet resources for women experiencing intimate partner violence. And for Corona Cero, a real-time Olympic newsroom identified emerging athlete stories, generating nearly 200 media placements and 23.5M impressions.

The agency's approach has helped sustain relationships spanning 15 years with Labatt and eight years with clients including Airbnb and Merck.

But Kalos believes technology and capabilities are only part of the equation. Veritas's advantage lies in relationships strong enough to allow the agency to challenge briefs and recommend better solutions.

It's a “yes and...” model, she insists. It's “let’s do this together.”