Episode Summary:

New research from WE Communications and USC Annenberg Center for Public Relations finds communication professionals who frequently use AI are more excited to come to work. In this episode of PR Future, host Fred Cook is joined by Lindsey Bastani and Michael Sullivan from WE Communications to discuss the impact of AI in the PR industry. The study tracks evolving perceptions and use of AI tools among PR and communication professionals over the past year. 

Bastani and Sullivan share insights on how AI boosts job satisfaction and perceived value, as well as the strategies needed to foster a culture of AI adoption. Looking ahead, the study points to the rise of more specialized AI applications tailored to the unique needs of PR professionals, signaling the technology's transformative potential for the industry.

Episode Guests:

Lindsey Bastani, EVP, Technology, WE Communications

Michael Sullivan, VP, Strategic Insights, WE Communications

Description:

This episode is grounded in a year-on-year study showing communicators are now more familiar with AI's capabilities and key use cases, including content creation, data analysis, and media landscape research. The conversation also highlights the importance of senior leadership in fostering a culture of AI adoption, learning, and experimentation, as this leads to increased job satisfaction and value perception. Despite initial concerns, communicators are now more confident and see AI as a tool to enhance, rather than replace, their roles. The discussion also touches on the need for training and the potential for AI to streamline tasks and improve efficiency.

Highlights:

Discussion on the changing perceptions of AI within the PR industry over the past year [1:21] 

Strategies for creating a culture that encourages AI adoption, including leadership support and employee autonomy [5:32]

How PR professionals are using AI to create content, analyse data, and research the media landscape [8:51]

Importance of developing AI skills and expertise, especially for new / young professionals [13:07]

Decreased concern and untapped use cases, particularly enhancing media relations [15:58]

Future predictions, including the rise of more specialized AI tools tailored to communicators' needs [24:04]

Advice for students and professionals on incorporating AI into their work [28:39]

Resources:

Energized by AI: How Technology is Changing Communicators’ Relationship to Work - we-worldwide.com/energized-by-ai

USC Center for PR research reports - https://annenberg.usc.edu/research/center-public-relations/center-public-relations-research

Host:

Fred Cook (@fredcook), Chairman Emeritus of Golin. Author of “Improvise - Unorthodox Career Advice from an Unlikely CEO” and Director of the USC Center for Public Relations

Executive Producer: Ron Antonette

Producers: Marshall Winfield and Isadora Binder-Helenchilde 

Follow us: @USCCenterforPR (BlueSky, X, Facebook, Instagram, TikTok, YouTube, Threads)  

Connect on LinkedIn: https://www.linkedin.com/company/usccenterforpr

Newsletter: News from the USC Center for Public Relations

Visit our website: 

https://annenberg.usc.edu/research/center-public-relations

A production of the USC Annenberg Center for Public Relations at the University of Southern California.