AI for Public Relations: A How-To Guide for Implementation and Management

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 optimize 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 judgment - Develop strategies for managing risk, safeguarding reputation and ensuring responsible AI use - Optimize organizational 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