The Future-Proof PR Pro | More Tech, More Heart
We often think of new technology, especially AI, in terms of pure efficiency. It's a tool to do things faster, automate tasks, and synthesize data. But that’s only half the story.
An article by Brooke Weddle recently shared a powerful example: a doctor using AI to handle patient notes. The result? She wasn't just a more efficient doctor; she was "a better human—and a better doctor" because she could engage more closely with her patients.
Brook wrote: “The real magic of upskilling happens when organizations use it to boost efficiency while helping employees reach their full potential in the workplace. It’s critical for companies to foster a culture of continuous learning to unlock these benefits”.
This should be a lightbulb moment for the communications world.
For years, we’ve championed the "human-centric" side of business. Now, technology is finally catching up and calling our bluff. It’s here to handle the grunt work such as the data synthesis, the first drafts, the transcription. Our new challenge besides learning “the tech” is proving our value in the time it frees up.
The Upskilling Gap: We're Ready, Are Our Leaders?
The article highlights a fascinating gap: employees are often more aware of the need to upskill than their bosses. They see the lack of new training as a "top barrier" to their own growth.
In PR, this rings especially true. We’re on the frontline, seeing how media, clients, and audiences are changing. We know the old playbook is burning. While companies are (rightly) pouring money into AI investments, they unfortunately often miss the parallel investment: their people.
So, What Does "Upskilling" Even Mean in Public Relations?
If you think upskilling is just about learning to write a better prompt for an AI, you're missing the entire picture. That’s just the entry ticket.
The real upskilling for a PR professional is a radical "return to human." It's about doubling down on the skills that AI will never, ever master:
Strategic Intuition: The gut-feel in a crisis. The ability to read a room (or a Zoom :)) and know what's not being said.
True Relationship Building: The trust you build with a journalist over coffee, not just by sending a pitch, or that nuanced empathy required to give a CEO advice they don’t want to hear (my fav).
Powerful Storytelling: Not just stringing words together, but connecting a brand’s action to a genuine human value. AI can generate text, but it can't generate a mission.
Reputation Management: This is a delicate dance of psychology, timing, ethics, and long-term vision. AI can track sentiment, but it can't lead a response.
Our new job is to become the "chief editors" of AI-generated content and the chief strategists of human-led connection. The tech is our new, super-efficient intern, but we are still the advisors, the strategists, and the leaders.
The Way Forward: Learning as a Culture, Not a Course
This new reality means the end of "one-size-fits-all" training days. Learning isn't a webinar. It's a culture.
We need to build agencies and in-house teams where coaching, mentorship, and on-the-job challenges are the norm. We need leaders who are not just tech-savvy but also vulnerable, compassionate, and inspiring, leaders who can give their teams a sense of purpose in this massive disruption.
In the end, the future of PR isn't a battle between people and productivity. It's about putting people first. The best technology, in the hands of a skilled, empathetic, and strategically-minded professional, doesn't just make us more efficient. It makes us more human. And in our line of work, that’s the only metric that has ever truly mattered.