AI for Public Relations

"AI for Public Relations is a timely and thoughtful guide for leaders navigating one of the most profound shifts our industry has faced. It cuts through the hype to focus on what really matters: judgment, governance and the human dimension of AI adoption. Practical, balanced and honest about the risks as well as the rewards, this is essential reading for anyone serious about the future of public relations." * Simon Lewis OBE, Managing Partner, Lewis Advisors *
"This book is essential reading for all CIPR members, whether they are already using AI extensively in their work, or have merely dipped their toes in. As we have been arguing for years, AI is proving transformative for all kinds of work. If you are leading a public relations team, educating future professionals, or want to understand how to develop your own practice and plan your own future, this book will give you the orientation you need." * Alastair McCapra, CEO, CIPR *
"AI for PR Relations arrives at an important moment for our profession, offering communications leaders the strategic frameworks and governance principles needed to integrate AI responsibly across their organizations. Waddington and Verinder have produced a management guide that moves the conversation beyond techno-optimism to a critical perspective on adopting AI at scale." * Sarah Waddington CBE, CEO, PRCA *
"There is no shortage of commentary about AI. What has been missing is a serious, practical handbook for communications professionals. This book is it. It guides readers through adoption, policy, workflow, risk, ethics and capability-building with clarity and realism. Whether you lead an agency or run an in-house team, you will find actionable insight on almost every page. A timely and much-needed guide for the AI-powered era of public relations." * Simon Baugh CBE, Founder, Kingsford Strategy and former Chief Executive, UK Government Communications *
"AI for Public Relations is being published at a pivotal moment for the communications industry. AI is disrupting content creation and distribution at pace, and this guide details how public relations professionals can shape, rather than be shaped by, its power." * Rupert Younger, Director, Oxford University Centre for Corporate Reputation, Tutor in Management at Jesus College Oxford and Co-Founder, FGS Global *
"This is a timely and comprehensive textbook asking communicators 'are you ready for the AI age?' It shows that most of us aren't, and maps out a credible and thoroughly researched path to enable public relations practitioners to use artificial intelligence strategically in their work. The combination of best practice, clear examples and a strong focus on ethical application means it is essential reading or communicators who want to thrive in the AI age. AI for Public Relations tackles the oppressive professional challenge of our time. It shows how communicators can master the challenge of artificial intelligence, adopted strategically and ethically in their work and thereby place themselves in the centre of their client or organization's purpose. It's a handbook for those who are serious public relations practitioners." * Alex Aiken, Executive Director, UK Government Communication 2013-2024 *
"The book challenges communications practitioners to confront the implications of AI for their organizations, their practice and their own careers. It is both authoritative and actionable, featuring contributions from the sector's most respected thinkers and doers." * Andrew Thomas, Publisher, Cravenhill Publishing *
"This collaboration steps into uncertainty with marquee thinkers and provides calm where the industry is frantic, practicality where there is speculation and discipline where hype dominates. Teams facing anxiety about what's next will find peace in these pages. Verinder and Waddington chose the impossible task of producing an AI book with relevant staying power in a time of breakneck change, and they NAILED IT." * Johna Burke, CEO and Global Managing Director *
"AI is reshaping the world around us - and AI readiness is now a leadership priority for organizations of all sizes. AI for Public Relations is an essential guide for communications practitioners who want to take a considered and ethical approach to ensuring their practice is fit for the future. Whether you lead an in-house corporate affairs team, agency or are a consultant, this book offers guidance about how to best support the leaders and organizations you represent, as well as integrating AI into your practice. It focuses on the importance of a mindset shift to encourage ethical adoption across content creation, planning, insight and measurement while balancing the risks inherent in over-reliance on AI." * Yvonne O’Hara, Group Head of Internal Communication, Natwest Group *
"Convening leading experts and innovators, Waddington and Verinder examine AI through a public relations and communication lens, focusing on the issues that most directly affect our work, including critical topics such as strategy, ethics, governance and measurement. At a moment when adapting to and integrating AI feels existential, this book serves as a valuable resource, providing substantive research, practical models and frameworks, and thoughtful perspectives to help communicators lead responsibly through AI transformation." * Dr Tina McCorkindale, President and CEO, Institute for Public Relations *
"An essential guide to how AI is transforming public relations and corporate communication, this book offers practical insights, actionable guidance and real-world examples for strategic and tactical applications, while addressing ethical considerations, governance challenges and the risks communicators must manage. Beyond its value for practitioners, it also supports educators and students by outlining the competencies future professionals need to succeed in an AI-driven communications landscape." * Dr Sabine Einwiller, Professor of Public Relations Research, University of Vienna and President, EUPRERA *
"AI is redefining the PR industry, and practitioners need to keep pace. This rigorous, measured, and ultimately optimistic guide explores the diverse risks and opportunities this evolution brings. Written in clear and accessible language, it explains how PR professionals can use AI, and how they can play a thoughtful role as they integrate it into everyday practice, understand its impact on reputation, and advise on ethics, governance and trust. Importantly, strategic leadership is a constant theme. This book reminds us that while AI may transform our tools and processes, human judgment, curiosity, and accountability remain central. It's a must-read for PR professionals seeking to understand and harness the emerging potential of AI for their organizations, their stakeholders and themselves." * Alison Arnot, communication consultant and trainer, and author of 'Internal Communication in Times of Crisis' *
"This book sweeps away binary thinking about AI as either threat or opportunity and in its place sets a challenge to the PR industry: will we step up and own the strategic deployment of AI, or will we leave it to others? Verinder, Waddington and their co-contributors set out a compelling vision for PR's responsibility to integrate AI as a creative and strategic partner, in a way that both embeds ethical considerations and reflects the expectations of our stakeholders. This book is like the best guides to travel destinations: understanding of the reader's preconceptions, critically honest about the subject matter, but ultimately pushing the reader to grasp the possibilities before someone else gets there and spoils it for us." * Ben Wilson, Assistant Director of External Relations, Charity Commission for England and Wales *
"AI has the potential to change the way we work as public relations professionals forever. Throughout this book, leading experts in the field guide us on this journey, covering everything, including the practicalities, strategy, risk management and ethics. I know that I will be referring to this book time and time again for years to come." * Shane Canning, Head of Communications, Generative AI Laboratory (GAIL), The University of Edinburgh *
"AI for Public Relations equips public relations leaders with proven strategies to operationalize AI today and lead tomorrow. Editors, Verinder and Waddington, joined by a who's who of industry experts, deliver practical guidance for client and agency success." * Kim Sample, CEO, PR Council *