14 Jul 2025

AI in PR: A Double-Edged Sword for Professionals

As artificial intelligence reshapes the communications landscape, a recent article from the Institute for Public Relations (IPR) warns that PR professionals are becoming more vulnerable—not less—in the age of AI.

While these tools promise efficiency, they often introduce new ethical challenges, increased workloads, and demand constant oversight.

The IPR article calls for organisations to move beyond basic skills training and address the deeper institutional and ethical implications of AI adoption.

Meanwhile, the PRII Census 2025 found a disconnect between enthusiasm for AI and the preparedness to use it effectively.

For example, although 66% of Irish PR professionals welcome AI, the same proportion cited AI skills as their biggest training gap, while only one-third have received formal AI training

PRII have been providing training in AI since last year - watch out for more opportunities in the Autumn.

Click here to read the full IPR article and here to read the PRII Guidelines on the use of AI in PR, and here for the PRII Census 2025 Report.