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In many ways, the ground is shifting beneath our feet. PR professionals are shifting from traditional roles to becoming trusted advisors in a world where AI and data are reshaping the landscape.

Generative AI and advanced analytics are changing the way PR pros build strategies, measure success, and influence public perception. But how can AI be used responsibly? How do we go beyond simple metrics to understand true impact? And what skills are essential in this new era of PR?

Listen For
7:38 Why PR Pros Must Shape AI Development
13:41 Outcomes-based Dashboards. The Future of PR Analytics
17:38 How PR Hiring Needs to Change in the AI Era
19:03 Answer to Last Episode’s Question from Guest Raphael Labbe

Guest: Adrian Cropley, OAM, FRSA, IABC Fellow, GCSCE, SCMP
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