Autorentext

Ben Verinder is founder and managing director of Chalkstream, a reputation research and management agency based near Watford, UK. He is a founder member of the CIPR AI in PR panel and the creator of the first AI and Reputation Leadership course. Stephen Waddington is a professional advisor at Wadds Inc. and PhD researcher at Leeds Business School. Based in London, UK, he was previously the President of the CIPR and Managing Director at Metia Group. Stephen is a Chartered PR Practitioner, an Honorary Fellow of the CIPR and a Fellow of the PRCA.

Klappentext

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

Inhalt

Chapter - 01: AI In Public Relations - key challenges and opportunities [Ben Verinder and Stephen Waddington]; Chapter - 02: Understanding the AI technology and tools landscape for public relations [Andrew Bruce Smith]; Chapter - 03: The impact of AI on the future of public relations practice [Stephen Waddington]; Chapter - 04: Using AI in content creation [Gay Flashman]; Chapter - 05: Generative engine optimization (GEO): AI visibility, reputation and the machine layer [Stephen Waddington]; Chapter - 06: AI in planning and measurement [Richard Bagnall and Paul Hender]; Chapter - 07: AI and public relations management [Farzana Baduel, Stephen Waddington, Ben Verinder]; Chapter - 08: Building AI-ready teams [Antony Mayfield]; Chapter - 09: AI adoption in an agency environment [Jeff Beringer and Jonny Bentwood]; Chapter - 10: AI adoption within in-house teams [Serena Mitchell]; Chapter - 11: Developing, implementing and measuring your AI policy [Amy Mollett]; Chapter - 12: Managing the technical and operational risks of AI use [Ben Verinder]; Chapter - 13: Managing the behavioural and systemic risks of AI use [Ben Verinder]; Chapter - 14: How to manage AI vendor relationships [Will Julian-Vicary]; Chapter - 15: The contribution of public relations to shaping AI's role [Anne Gregory and Swati Virmani]; Chapter - 16: The future of public relations in the age of AI [Ben Verinder and Stephen Waddington]