[S2 E3] How Artificial Intelligence is Impacting PR & Communications

The CIPR’s Artificial Intelligence (AI) panel has published new research revealing the impact of AI on public relations and communications practice. It highlights where AI is already impacting skills, predicts the impact on the profession in the next five years and makes interesting and, depending on your perspective, challenging reading for anyone working in communications.

In this episode of the Digital Download podcast, I talk to past President of the CIPR Stephen Waddington, who is leading the #AIinPR panel, to unpack the new report. We look at the impact that technology is already having on PR and communications, discuss how this will increasingly affect skills and job roles over the next three to five years, and we talk about what communications practitioners need to do in order to protect themselves and take advantage of new opportunities.

Here’s what you’ll learn in this episode:

  • What the purpose of the CIPR’s #AIinPR panel is
  • What the findings of the panel’s first report are
  • What is true artificial intelligence and what is simply automation
  • Which PR skills don’t contain an element of AI, and which are under threat
  • Which job roles are most at threat from artificial intelligence
  • What are the AI opportunities for communicators
  • Why PR has to evolve to being a management function rather than a tactical discipline
  • Why communicators have to invest in software tools
  • What the adoption and impact of AI is likely to be in the next five years
  • Why voice marketing is such an important technological trend for PR
  • Why it is vital to seek out information, training and professional learning


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