AI for Public Relations

Learn how to apply AI effectively, ethically and at scale throughout PR processes and strategies.

AI for Public Relations is a practical guide for mid-career PR managers and agency professionals who want to build credibility and integrate AI tools into everyday practice. As AI reshapes content creation, planning, measurement, and reputation management, this book shows how to apply proven principles and implement the right frameworks to optimise workflows while protecting brand trust.

Edited by industry leaders Stephen Waddington and Ben Verinder, this collection brings together expert contributors to explain what AI means for operational delivery, stakeholder engagement, and long-term strategic planning. Through detailed chapters and actionable tools, it provides clear guidance for navigating risk, enhancing capability, and developing an informed, future-focused PR function.

You'll learn how to:

• Apply AI models to improve content creation, planning, and performance measurement
• Implement practical tools that streamline workflows while strengthening professional judgement
• Develop strategies for managing risk, safeguarding reputation, and ensuring responsible AI use
• Optimise organisational adoption by aligning governance, processes, and stakeholder expectations
• Use real-world examples from AMEC, South Norfolk and Broadland District Councils, The University of Cambridge to guide your decision-making

With a balance of strategic insight and hands-on application, AI for Public Relations helps you develop the skills, frameworks, and confidence to lead AI integration and elevate your impact in a rapidly changing profession.

Themes include: PR strategy, AI implementation, reputation management, governance, measurement frameworks, communication planning