Facing the Future: How Big Data and AI is Changing PR & Communications

Learn about the great opportunities – but also the threats – that AI and Big Data present to those working in comms and PR.




In 2019 a Chartered Institute of Public Relations (CIPR) report on AI and Big Data Readiness warned that public relations was markedly behind other professions in its preparations for a high-tech future.

Worryingly, a recent report said that not much has changed in two years, with further research indicating that a lack of analytical skills has dropped right down the list of perceived challenges facing the industry.

While marketing and advertising have forged ahead in embracing the data and disruptive technology opportunity, the PR and communications profession is behind the curve.

Meanwhile, in the media industry the Covid-19 pandemic saw the use of data-driven storytelling increase. Data journalism teams are expanding and we are now starting to see data-savvy journalists landing top jobs in the PR sector.

Copywriting is frequently cited by comms professionals as their most valuable skill – but Artificial Intelligence copywriting tools are already frighteningly good – and will be many times better by the end of 2022. Should we be worried?

AI and Big Data presents both great opportunities and also some threats to professionals at all stages of their careers.

In this 45 minute session, we’ll explore

Examples of emerging technologies and tools impacting – and changing – communications and PR

How AI, machine learning and big data might be further applied to PR and comms to improve impact and achieve objectives

The first steps you can take to increase your understanding and knowledge

The aim is for you to gain greater awareness and understanding of how data and AI could impact your work Рboth now and in the future Рin PR and communications. It’s aimed at people working at all levels Рeveryone is welcome.

Joining instructions will be sent nearer the time.

The event is finished.


Jan 21 2022


7:15 am - 8:00 am

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