Artificial intelligence is reshaping public relations faster than many practitioners expected. But what happens when the industry built on human relationships, creativity and instinct suddenly has to navigate governance, data literacy and machine collaboration? How can communications professionals embrace AI without losing the critical thinking and emotional intelligence that define great PR? And as generative engine optimisation transforms visibility online, are agencies and brands prepared for what comes next?

In this episode of Just Curious... hosts Nicky Regazzoni and George Blizzard welcome communications advisor, researcher and author Stephen Waddington to discuss his new book, ‘AI for Public Relations: A How-To Guide for Implementation and Management’. Drawing on insights from leading voices across global communications, Stephen explores how AI is already changing the structure of the PR industry, from entry-level recruitment through to leadership and governance.

The conversation examines the growing importance of AI literacy, critical thinking and ethical decision-making, alongside concerns around job security, overreliance on automation and the danger of ‘outsourcing’ human judgement. Stephen also discusses the rise of GEO, why earned media is becoming increasingly valuable in AI search, and how agencies can position themselves to support clients in this evolving landscape.

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