In this episode of The Bottom Line, Erick is joined by Martin Waxman, one of Canada’s most respected voices in communications with decades of experience in public relations, digital strategy, and education. The conversation explores Martin’s career journey and the evolving role of communications in a rapidly changing world. From the early days of traditional PR to the emerging possibilities of augmented reality, Martin shares his thoughts on how technology is reshaping the way we tell stories and build connections. He offers valuable insight into what the future holds for communicators and why adaptability, curiosity, and continuous learning are more important than ever. They also discuss how immersive digital experiences can enhance—not replace—human interaction, and how the next generation of communicators can prepare for a world where physical and virtual realities increasingly overlap. If you’re interested in the future of communications and the skills needed to thrive in it, this episode offers a thoughtful and inspiring look at what’s ahead. Subscribe to The Bottom Line for more honest conversations with leaders shaping the future of marketing and public relations.