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

Stephen Waddington is a professional advisor at Wadds Inc. and PhD researcher at Leeds Business School who supports agencies and in-house teams on management, corporate communications, and public relations issues. Based in London, UK, he was previously managing director at Metia Group, an international digital marketing agency and Chief Engagement Officer at Ketchum, an Omnicom-owned agency. Stephen is a Chartered PR Practitioner, was previously the President of the CIPR and is now an Honorary Fellow of the CIPR and a Fellow of the PRCA. He was awarded the Mark Mellor Outstanding Contribution to the Industry Award by the PRCA in 2021.

Ben Verinder is founder and managing director of Chalkstream, a reputation research and management agency. He is a founder member of the CIPR AI in PR panel, the author of the first papers published by the CIPR on AI in PR (on AI and data ethics), and the creator of the world's first AI and Reputation Leadership course. He is also a regular speaker, trainer, and consultant on AI in PR, focusing on helping communication teams integrate AI into their workflows and managing the reputation and relationship impacts of AI adoption across the organisation.