"BUT! We can just get AI to do our PR and comms? We can automate it?"

It's an argument being put forward by a growing number of organisations — even if no one quite knows how to do that yet. And that’s the rub. Is it actually possible?

Can you get AI — or perhaps a junior plus AI — replace experienced comms pros?

That was one of the big questions I discussed with Komal Lath (founder of Tute Consult) and Tarunjeet Rattan (of Nucleus PR).

I think we found 5 reasons why it’s not over yet for comms people.

This is part two of a wide-ranging chat looking at the latest agency research from the new PR Agency Insight Survey 2025, with two people on the frontline of PR and comms today.

We also talk about the economic reality of running a comms business, why storytelling still wins (but only if you adapt), why single-channel agencies are going to struggle — and why now is the time to own the stack.

Whether you work in-house or in a boutique agency, this episode has practical ideas you can try right away.

If you’re worried about proving your value, losing your best people, or watching briefs shift towards performance marketing — this one’s for you.

GUESTS
👤 Komal Lath – https://tute.co.in/ | Mumbai, India
👤 Tarunjeet Rattan – https://nucleuspr.in/ | Bangalore, India

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