By Terri Fassio, Co-Director, Public Relations Committee

The saying “everything old is new again” perfectly captures how trends in public relations and communication constantly cycle back while evolving. Although tools and platforms change, the core principles remain the same: tell compelling stories, build relationships, and communicate honestly. These fundamentals are timeless, even as technology transforms how we connect.

Over the past 25 years, digital innovation has revolutionized how we share and receive information. From the launch of Google in 1998 to platforms like Facebook, YouTube, Twitter (X), Netflix, and Instagram, we’ve seen a rapid evolution. These advancements have changed everything—from shopping habits to how we interact with friends and consume news. Today, we expect instant access and seamless connection, all driven by these technological leaps.

Despite these shifts, the core leadership of effective public relations stays rooted in credibility and trust. Professional storytelling through reputable outlets remains essential in cutting through the  noise.  As  audiences  are overwhelmed with information, PR

professionals must act as guides — helping their organizations stand out with authentic, trustworthy narratives.

So, how does this relate to the Grange?

According to his Harvard Business Review article, “Evolution and Revolution as Organizations Grow,” Larry Greiner explains that an organization’s growth is shaped by its history and life cycle much like the trend cycles we see in communications. For over 150 years, the Grange has experienced phases: from its founding driven by passion, through peak growth and community support, to challenges of aging members and operational struggles. Recognizing and managing these cycles, whether through revitalization or adaptation, is vital for a long- lasting future.

In essence, understanding the rhythm  of  growth  and  renewal — whether in communications or  community  organizations  — empowers us to navigate change

thoughtfully. Embracing the lessons of the past while adapting for the future ensures organizations don’t just survive but thrive. After all, in every cycle, the opportunity to evolve and re-emerge stronger is what keeps us moving forward.