June 2025

Mohammad Anas Wahaj | 28 jun 2025

Advancements in artificial intelligence (AI) are creating challenges for public relations (PR) professionals even though their focus is on storytelling, human relationships and creativity. Those with adaptive skills and embrace change effectively will take on this tech challenge and succeed. Scott Bardell, a PR and marketing expert and founder & CEO of Idea Grove and Trust Signals Marketing, explains how PR professionals can prepare for the road ahead in the PR industry and overcome challenges posed by AI - (1) Embrace collaboration, not competition: AI is going to augment their skills and can handle repetitive tasts. While they should focus on valuable tasks such as building human relationships and creative strategy. (2) Become a storytelling specialist: AI can struggle with emotional and sensitive aspects of storytelling that creative humans can do best. Mix AI generated ideas with emotional storytelling that touches human hearts and minds. (3) Focus on relationship building: AI can scour through data effectively to find connections but to achieve trust and relationship building will require human skills. Hone these human skills to succeed. (4) Master media analysis and strategy: AI tools can analyze media sentiment, track campaign performance and identify trends, but they can't make strategic decisions. Having analytical, interpretative and execution skills will help. (5) Innovate with new formats: AI is providing new formats and platforms such as virtual events, AI-driven influencer partnership, personalized video pitches. Use them with a strategic and creative mindset. (6) Diversify your skills: Learn new skills such as data analysis, SEO, digital advertising etc to broaden horizon. (7) Advocate for ethics and transparency: Stay informed about ethical guidelines and best practices for AI in PR and be a champion for them. Read on...

Entrepreneur: Yes, AI Might Take Your PR Job. Here's What You Can Do About It.
Authors: Scott Baradell, Chelsea Brown

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