PRSA SV Media Predicts Did Not Disappoint
PRSA Silicon Valley Media Predicts panel and gala event happened on December 11, 2025 at the Belmont Sports Complex just off of 101. They discussed Bay Area real estate, GenAI versus SEO, autonomous vehicles, robotics, Substack newsletters and a myriad of other topics. Parking was easy and the sunset views during set up were breathtaking since the event venue was up a flight of stairs and there were big windows.

Dr. Shaun Fletcher of San Jose State moderated a panel made up of Ms. Abrar Al-Heeti of CNET, Matt Rosoff of The Register, Scott Budman of NBC Bay Area, Asia Martin of Silicon Valley Business Journal and Harry McCracken of Fast Company.
The food was an eye-fetching buffet set up of many different heavy appetizers and tasty sweets, and they offered both an open bar and really good coffee at the start. The theme was sports and attendees could shoot baskets or play tabletop games. (Yes, I shot baskets.) The giveaways were high top tennis shoe key chains and mini spirit foam hands, the ones you see at games. Board members Mark Lewis and Jennifer Yoder and San Jose State’s PRSSA president received President’s Awards from President and Emcee Jeannie Entin.

This story focuses on three parts. Predictions, advice for people starting out in their careers and story pitching tips.
What they said about 2026 predictions:
Matt Rosoff: I look forward to a new type of device that’s not a phone that uses AI. I also see a resurgence of crypto.
Asia Martin: I’ll be looking at how much of our lives will be infiltrated by AI. AI is doing this without proper regulation. There’s a ton of personal information in AI. AI needs to benefit humanity.
Scott Budman: Privacy and security as they relate to AI will be important. A lot of what is happening in AI is in the future. When will people demand payment for use of their data?
Harry McCracken: Harry brought up a Rivian event he attended earlier that day as well as seeing ebikes.

Advice on starting a new career:
Abrar Al-Heeti (pink suit): When people tell you to do something besides what you want to do, don’t listen to them. Do what you’re passionate about.

Asia Martin: Stay abreast of what’s happening in the world. Research and read about the companies you are interviewing with.
Matt Rosoff: Figure out what you will be a specialist in. What can you become an expert on? What can you be known for? (So true. Most of my experienced friends in tech PR have a specialty like semiconductors, fintech, AI or security.)


How to pitch them:
Scott Budman: I receive around 80 pitches a day but I only cover one story per day. You don’t need to pitch me four or five times. If you pitch me a healthcare story I’m calling back.
McCracken: I have my own set of experts. I don’t need more. Target your pitches, make them brief and personalized. Put the most important information at the top in news releases.
Abrar Al-Heeti: I cover phones for CNET. I don’t like when a small startup emails me five times and it’s not on my beat.
Asia Martin: I don’t like when I’m offered an out of area spokesperson who can comment on the Silicon Valley. I want someone local.
Matt Rosoff: Realize that The Register is an international media outlet based in the U.K. Read it before you pitch. After the panel, Rosoff messaged me and added, “When I was talking about knowing The Register, it’s really more about our subject matter — B2B tech for IT pros, mostly, with the occasional offbeat science type story.”


Their most viewed stories:
Scott Budman said it was the Elizabeth Holmes story for a year and he had much international interest in this. Recall that one of the Holmes-Sunny Balwani tweets garnered 15 million views.
Abrar Al-Heeti: CNET’s tariff stories got the most clicks. As a reminder she covers phones.
The group also discussed SEO versus GenAI and brought up real estate a few times, especially Asia Martin who covers commercial real estate and Scott Budman who asked, “Can young people who grew up here afford to buy housing here?” Martin said that AI has impacted real estate because companies hiring for AI need office space. However a company lays off because of AI and that affects housing.
It was interesting that Martin mentioned residential housing a lot even though her beat was commercial. A lot of news stories and thoughts often go back to how things affect citizens.
Roles as company story tellers and relationship-builders are important. Please join a public relations group or network with colleagues to gain support for this career choice, and to share best practices.
Thank you PRSA Silicon Valley for donating your time to run this event especially Tara Thomas as well as giving all proceeds to the diversity and multicultural college scholarships.
Please check out my friend Gerard Corbett’s new book “Aspire to Hired: The Essential Guide to PR Career Success” here. Gerry is a public relations rock star in the PRSA National and local chapters.

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This story was written by Michelle McIntyre a PR consultant, IBM vet, and former VP of Marketing, PRSA SV. Michelle lives in Saratoga, Calif., with her husband and big dog, Ringo. Her son is half way through his mathematics PhD program at Duke. He’s studying probability and teaching math to undergrads.
And shout out to our small but mighty, Media Predicts Table 6! Deidre Wright, Scott Budman, Albert Hu and myself.
Photo credits: I took all of the photos here except for Gerry Corbett’s book cover which was borrowed from Amazon.


















