This month in PR (March 2025)

Our role, our jobs, our future

This month’s review is all about questions. Why? Because when artificial intelligence is so good at giving answers, then the talent that remains distinctly human is curiosity – the desire to learn by asking better questions.

For starters, Neville Hobson asks What Is PR Really For? He draws on an article (free registration required) co-authored by his sometime podcast partner and PR Academy course leader Thomas Stoeckle with Ana Adi for online publication Strategic.

(In a seemingly random aside that he might appreciate, the third presenter of the Small Data Forum podcast is Sam Knowles, author of a trilogy of books on storytelling with data).

Their argument that Hobson summarises is the question of the ethical responsibility of the public relations practitioner: is it enough to serve the interests of our clients and bosses, or do we also have responsibilities for wider stakeholder interests, or for society more broadly?

‘What are we for?’ has a very practical purpose beyond being an academic question. At a time of budget constraints in the private sector and a bearing down on costs in the public sector (where savings usually come at the expense of jobs), then being able to articulate the value we deliver may become essential. The CIPR has already begun making the case for the value of communications in public service delivery in response to this week’s Spring Statement.

Questions of data and questions of value are at the heart of the AMEC global summit being held this year in Vienna on 12-14 June. Distinguished Professor Jim Macnamara is once again speaking; his focus is on the use of data and listening in the improvement of public service delivery. No academic in this field, in my opinion, provides more practical tools and frameworks than Macnamara.

‘The secret to communication isn’t necessarily about what you say. It’s about what you hear: how much listening you do.’ Emma Duke

Is gaining a professional qualification another route to securing our status and protecting our roles? That’s certainly at the heart of the CIPR’s push to encourage chartership. But what of the longer-established suite of CIPR professional qualifications? These are currently under review by the CIPR and Alan Anstead is one course leader (and Diploma holder) who fears these qualifications may be replaced by shorter, modular courses. He speaks up for the deeper learning acquired on a professional qualification drawing on robust academic models and principles:

‘Professional qualifications provide deeper learning than basic training. Rather than focusing on tactical knowledge and skills, qualifications encourage what experts call “deep-level learning” – understanding concepts and frameworks established through research and evidence. This approach helps practitioners develop critical thinking skills and the ability to adapt strategies to changing environments.’

These are challenging times: financially, politically and socially. We not only need to enhance our standing and prove our value, but we also need to keep ahead of developments in technology. Chris Lee provides a seven year perspective on what artificial intelligence means for practice by reflecting on an article on this topic he wrote back in 2018. 

Almost the most revealing comment was the disclaimer at the end about his use of AI: ‘Never for original content creation.’

In a similar vein, Dan Sodergren challenges internal communicators to find ways to use AI other than for content creation. His article suggests five other ways to use AI revolving around data and insight.

What’s the problem? Because as I used to tell students: ‘no problem, no PR.’

One problem is the deluge of misinformation, disinformation and malinformation fuelled in part by AI. In a useful article, Julio Romo surveys the state of play and reports on a House of Lords committee session on this topic that called for a national media literacy strategy.

Reflecting on a somewhat longer time frame than Chris Lee, Mark Borkowski reconsiders his 1999 book on the art of the publicity stunt in the light of the current trend for top-down corporate and political disruption.

‘The action of disrupting has become the weapon of the powerful. The architects of mayhem are no longer rebel visionaries; they’re world leaders, billionaires, and digital overlords who understand that controlling the narrative is no longer about shaping perceptions but fracturing our very relationship with reality.’

Awareness is one thing; behaviour change is another. 

We’ve reviewed some of the problems we’re all facing today? But what of tomorrow?

Nina Sawetz looks ahead and predicts the near future of public relations and communication focusing on the changing media landscape.

‘By the end of next year, trust, privacy and human connection will be the most important strategic currencies. Are you ready?’