As the AI Lead at See Media, Account Director Jade Ziola-Sammons recently attended a virtual masterclass on the use of AI in PR. Here, she explains how AI is no longer a ‘potential’ tool, it is firmly embedded in the present and reshaping our industry at pace.
As consultants, we’re not just here to provide services; understanding this shift is key to truly helping clients thrive. The AI in PR masterclass, hosted by PR Moment, shared many of the ways AI is transforming our sector.
The conversations throughout the masterclass highlighted a critical evolution: from simply using AI as a task oriented tool to embedding it as a strategic partner. This isn’t about looking at what AI could do, but embracing what it is doing and, more importantly, where it’s taking us.
The rise of AI agents and reasoning models
One of the most compelling themes was the emergence of AI agents and reasoning models. Forget basic automation; we’re talking about tools with a degree of autonomy, capable of deep research and complex thought processes. Imagine briefing an AI agent on a topic and it independently sifting through vast amounts of information, identifying key insights and even suggesting communications messaging strategies. This is happening now. Tools like Google’s NotebookLM, for example, are proving useful for summarisation and extraction, freeing up significant ‘human’ time.
The shift means PR professionals are becoming more like managers or conductors of these intelligent systems. Our role has now evolved from executing every task manually to effectively briefing and overseeing AI colleagues.
This doesn’t diminish human value; it elevates it. The time saved on repetitive tasks can be reallocated to higher value activities: strategic thinking, creative ideation and nurturing client relationships. As one speaker put it;
“AI won’t replace jobs, but it will replace tasks”
This is a powerful call to action for agencies to analyse their workflows and identify where AI can take the lead on mundane, time consuming activities, leaving your team free to build relationships, be strategic and use their time where it matters most.
Elevating strategic advice with AI
The integration of AI extends far beyond efficiency; it’s transforming our ability to provide strategic support. As consultants, our strength lies in insightful analysis and guidance and AI now serves as an accelerator in this regard. It enables us to delve deeper into trends, sentiment and competitive landscapes at speed.
For instance, AI can help us identify emerging narratives, predict potential crises before they escalate or pinpoint new opportunities for client engagement. This means moving from reactive responses to proactive strategies. By using AI to process and interpret data, we can uncover insights that inform impactful PR campaigns. This allows our team to focus on crafting compelling narratives and building stronger relationships, knowing their strategies are grounded in comprehensive, AI enhanced intelligence.
Navigating trust, authenticity and ethics
But with great power comes great responsibility. The masterclass underscored the critical importance of trust, authenticity and ethical considerations. The risk of AI ‘hallucinations’ or fabricated content is real. This risk requires human oversight and an understanding of data provenance. At See Media, we always ensure that any AI generated content is accurate, ethically sourced and clearly distinguishable. But across the sector, this is an ongoing ‘arms race for authenticity’ between content creators and consumers.
Copyright and data privacy are also key. Agencies must be vigilant about the terms and conditions of AI tools, ensuring client data remains secure and intellectual property is protected. The legal landscape is still evolving, but the message is clear: responsible AI use is non negotiable. For a small, consultant led agency like ours, building and maintaining trust through transparent and ethical AI practice is fundamental to success.
The future is collaborative and adaptive
The future of PR isn’t human versus AI, but human with AI.
It’s a collaborative system where our expertise in human insight, strategy and relationship building is boosted by AI’s analytical power and efficiency. This means continuous learning is essential for every team member, something we’re activiely pursuing at See Media. AI literacy is no longer a desirable trait; it is a core competency.
The sector must embrace experimentation, creating safe spaces for teams to explore AI tools and integrate them into their daily work. Our goal is to build a culture of continuous adaptation, where we’re always looking for new opportunities to use AI to serve clients better.
The AI journey for PR is just beginning, and for agencies like See Media, it presents an opportunity to redefine our role, deliver exceptional value and truly act as indispensable strategic consultants for clients.
See Media hosted an AI in Social Housing Communications Masterclass earlier this year. Click here to read the key takeaways from the session. You can also click here to download a copy of See Media’s AI Prompt Guide.
