I was on a brainstorming call last week with a PR organization’s program committee when one person said: “It’s time to move beyond discussing AI. What’s the next big thing?”
My automatic response was that AI is and will continue to be the “next big thing.” A day later, a young colleague demonstrated some emerging AI platforms that do things current AI platforms don’t do well, such as building in powerful human emotion and captivating storytelling. But right now, humans must create and direct the input that will make AI even more scarily convincing and useful.
For students and aspiring public relations professionals, the opportunity is not simply to “use AI,” but to develop skills that make it more effective and “human” as they advance in their careers. Here are eight ways to excel in this exciting new era:
- Master strategic thinking
AI can draft press releases or summarize reports, but it can’t yet replace sound judgment about business goals, stakeholder relationships, or communication strategy. Learn how to solve communication problems, not just create content.
- Become an exceptional writer and editor
AI-generated text almost always benefits from human editing. Strong writing, storytelling, and the ability to adapt tone for different audiences remain valuable competitive advantages.
- Learn AI as a productivity tool
Use AI to brainstorm ideas, analyze media coverage, draft first versions, summarize research, and prepare interview questions. Knowing when to rely on AI—and when not to—is just as important as knowing how to prompt it.
- Strengthen critical thinking and fact-checking
AI can produce inaccurate or fabricated information. Develop the habit of verifying facts, checking sources, and evaluating credibility before publishing or sharing content.
- Develop data literacy
Modern PR increasingly relies on analytics. Learn to interpret campaign metrics, audience insights, social listening data, and website analytics so you can make evidence-based recommendations.
- Build digital and multimedia skills
Communication today extends beyond written content. Gain experience with video editing, graphic design, podcast production, social media strategy, and AI-assisted creative tools to become a more versatile communicator.
- Understand ethics and responsible AI
Employers value professionals who recognize issues such as transparency, copyright, bias, privacy, and misinformation. Responsible AI use builds trust with clients, journalists, and the public.
- Invest in uniquely human skills
Relationship building, empathy, negotiation, leadership, crisis communication, creativity, and emotional intelligence are difficult to automate. These skills become even more valuable as AI handles routine tasks.
In the coming years, successful PR professionals will likely be those who combine strong communication fundamentals with AI fluency. Rather than competing directly with AI, they’ll use it to work faster and focus more on strategy, creativity, and building meaningful relationships—the areas where human expertise continues to matter most.