Effective communication is essential for emergency medical services (EMS) agencies to build trust, share critical information, and strengthen relationships with the communities they serve. This session, “Utilizing Your Communication Toolkit, Old Tools and New,” explores both traditional and emerging public relations strategies that help EMS leaders and communicators deliver clear, accurate, and engaging messages. Participants will review foundational PR tools—such as media pitching, press release templates, email newsletters, social media planning, and simple design platforms like Canva—to streamline outreach and maintain a consistent voice. The session will also introduce modern tools, including artificial intelligence (AI), demonstrating how they can support content creation, brainstorming, and workflow efficiency. Importantly, the course will address the limitations and risks of AI—such as inaccuracies, lack of empathy in messaging, and the potential for fabricated or misleading information—while emphasizing the continued need for human oversight, professional judgment, and ethical communication practices in EMS public relations.