✅ Five AI themes reshaping the future of public relations practice

A review of studies about AI for PR identifies five challenges and opportunities

Artificial intelligence (AI) is increasingly augmenting corporate communication and public relations practice. Much of the discussion is limited to hacking workflow to improve efficiency and effectiveness. The issue is far more complex and nuanced.

The integration of AI technology requires a revaluation of our relationship with machines. It raises questions about the scope of public relations, its organisational contribution and the future of practice itself.

The technology also creates profound ethical and societal concerns at the heart of the relationship between organisations, stakeholders and the public. This is a significant challenge and opportunity, depending on your perspective.

Ben Verinder and I have created a community of practice to address many of these issues. The output will be a book about AI for public relations to be published by Kogan Page early in 2026.

There’s a growing body of knowledge about AI's role in public relations and the larger professional advisory opportunity. Teresa Weller and Irina Lock recently published a review of studies in the International Journal of Strategic Communication. It’s an important and timely paper because of its breadth and scope.

The researchers identify five emerging themes about how AI and other technology augments public relations practice.