The impact of AI on public relations is set to be transformative for public relations practice,­­­­ but it will demand updated practitioner capabilities. 

As part of our work we help creative agencies to set company direction and provide support with strategic growth plans. We’ve looked at key areas for all businesses to concentrate on now as part of 2024 business planning.

Most managers are promoted without any formal training. The CMI argues that it has a significant impact on business performance. The same arguments could be made for public relations practice.

Using large language models like Claude 2 to extract information from academic papers.

AI tools can help public relations practitioners work more efficiently and effectively, but the focus on generative AI content overlooks more strategic and disruptive applications.

United Nations communications leader Melissa Fleming spoke about the role of public relations in countering false narratives, inspiring compassion and enabling positive change during the 2023 Maggie Nally Lecture.

“The book has the cover of a cheap thriller, and it is written much like one. The blunt language is clearly designed to shock” - Financial Times.

The World PR Forum and PRAXIS conferences in India highlighted the focus of the Global South on professional development through qualifications, continuous learning, and community to advance public relations as a profession.

Building a Culture of Inclusivity: Effective Internal Communication for Diversity, Equity and Inclusion will help to remove a lot of the confusion, doubt and fear related to diversity, equality and inclusion (DEI) for internal communicators.

The public relations profession will continue to need human skills such as emotional intelligence, ethical reasoning and strategic judgement that technology cannot replicate.

A new study calls for a socially conscious approach to public relations focused on creating shared value for organisations and stakeholders.

The Chartered Director qualification from the Institute of Directors (IoD) provides strategic insight and governance expertise that enhances your skills as a director.

Establishing the financial contribution that public relations makes when helping to achieve a desired business outcome for clients is something the public relations industry sucks at. Crispin Manners’ new book How To Sell Value – Demystified aims to change that and to move agencies away from a time-based billing model.

Trust and alignment with management remain top challenges for the European public relations profession.

I’m honing in on a PhD research study with thanks to my community,

We’re revisiting #PRstack to create a guide to AI tools in public relations. The guide, published by the #FuturePRoof community, aims to make sense of AI tools and address the practitioner knowledge gap.

A positive outlook and newfound resilience underpins the UK and EU marketing communications marketplace, with acquisition opportunities for businesses offering strong propositions and sought-after capabilities. Paul Winterflood of Moore Kingston Smith LLP and Mark Madsen of Madsen Advisory Ltd explain more.

Optimising workflow using AI and automation tools enables a researcher to work more efficiently and effectively. It’s the basis for building new knowledge.

Thanks for all the feedback on my research over the past week. I missed a significant issue related to career progression and the development of managers in public relations.

The pre-deal due diligence for a merger or acquisition may be time-consuming, but the hard work comes after the contracts are signed.