✅ Public relations is failing to lead on AI - here’s what you need to do

We aim to lead in AI strategy, but we’re focused on writing prompts. If we don't shape the future of ethics, governance and trust in AI, we risk repeating past mistakes.

AI is embedded in our work, but not in our strategy. And unless public relations practitioners step up to lead on ethics, governance and trust, we’ll once again find ourselves sidelined, much like we were with SEO and social media.

We’re using AI, but we’re not leading it

According to the Global Alliance’s Reimagining Tomorrow report, AI is now part of everyday public relations practice. Nine in ten organisations permit its use in communication functions, and two-thirds of teams have open access.

But don’t be reassured by the numbers. Beneath the surface lies a gap that should concern anyone in management: implementation is outpacing intention.

Only 39.4% of organisations have a responsible AI framework in place. Worse still, almost 40% have no guardrails whatsoever.

That means we’re deploying powerful, generative tools, capable of influencing reputation, stakeholder sentiment and narrative, without the oversight our industry urgently needs.

"The Global Alliance study shines a light into the AI governance and training gap facing public relations. The majority of us are using it but haven't been trained on it or given guidance on how and when to deploy it. That is a huge issue given the reputation and relationship risks posed by AI, and the difference in quality of output between those who know what they are doing and those who haven't received training and development support."

Ben Verinder, managing director, Chalkstream.

Ben and I have pulled together a group of expert practitioners to explore these issues. ‘AI for Public Relations – A how-to guide for implementation and management’ will be published by Kogan Page in 2026.

Execution is not a leadership position

Despite governance and ethics being ranked the top priorities for the industry, only 8.2% of communication teams are taking a leadership role in AI governance.

Instead, here’s where the effort is going:

• 71.4% are using AI to create content

• 53.6% are focused on tool use

• Just 49.8% are discussing AI ethics with stakeholders

• And only 35.6% are engaging on governance

Public relations is oddly quiet about the most disruptive force in media, technology and workflow that we’ve encountered in a generation.

We’ve missed the moment before

I shouldn’t be surprised. When SEO emerged in the late 90s, public relations could have owned the agenda on internet discoverability and reputation. We didn’t.

The same happened again a decade later. As social media matured, we had the skillset to lead dialogue and community. Yet others took the lead while we clung to broadcast mindsets.

Now, with AI, history is repeating: tools over trust, tactics over leadership.

Tactical wins, strategic losses

Yes, AI is helping us write faster and monitor smarter. But that’s not where our strategic value lies.

The Global Alliance data shows a stark mismatch between what we believe matters and what we’re actually doing. Public relations practitioners say they want to lead on AI ethics and stakeholder strategy, but are spending their time writing prompts and creating content.

Confidence is low. Anxiety is high. Only 26.2% feel confident evaluating the ethical implications of AI. The rest sit somewhere between uncertain and overwhelmed.

Here’s what’s worrying us:

• Job displacement

• Bias and misinformation

• Loss of creativity

• Reputational risk from misused AI

• The erosion of human connection

These are more than concerns. They’re signals that unless we shift our role, we’ll become tactically useful but strategically irrelevant.

It’s time to act

You could wait for the book I’m writing with Ben Verinder and a community of expert practitioners, but this issue can’t wait. We’re tackling all the issues raised in the Global Alliance report and more. In the meantime, here’s what I recommend you do.

If you’re a communication leader:

• Lead on governance. Don’t wait to be invited. Make the case and drive the conversation.

• Level up your literacy. Understand not just tools, but ethics, bias, and stakeholder risk.

• Communicate openly. Talk publicly about what your team is doing and why it matters.

• Stay human. Automate where possible, but never outsource judgment, empathy, or accountability.

If you’re in management:

• Write a proper AI policy. A “use ChatGPT responsibly” email won’t cut it.

• Invest in training. Prioritise ethical and stakeholder-focused learning.

• Bring public relations to the management conversation, especially when trust and transparency are at stake.

Don’t let history repeat

This isn’t a debate about whether AI will replace the public relations function. The real issue is whether we’ll rise to the occasion or once again let others define the future of communication.

If we want to remain credible and trusted strategic advisors in an AI-powered world, the time to lead is now.

Wadds Inc. has supported agencies in developing AI governance, workflow, and training. We’ve also supported in-house communications teams with change management and both management and practitioner training.

If you require assistance with any of the issues discussed in this article, please do not hesitate to contact us.

About the research

This article draws on the Global Alliance’s Reimagining Tomorrow survey. It is a 2025 international study of 473 public relations and communication practitioners across six continents. Produced in collaboration with the Centre for Strategic Communication Excellence and Reputation Lighthouse, the report explores AI adoption, strategy, ethics, and future trends.

Reference

Global Alliance for Public Relations and Communication Management (2025). Reimagining Tomorrow: AI in PR and Communication Management.

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PS. We’ve also taken a critical look at Mary Meeker’s latest AI megadeck this week. It’s a masterpiece of charts and confidence. It’s all about technology. There’s nothing on societal or cultural concerns. The real insight lies in the questions that it doesn’t ask.