Digital & Technology

As AI becomes more embedded in PR workflows, having a clear use case policy and providing proper training are essential. PR pros must also balance leveraging these tools and preserving the core skills that make great communicators—critical thinking, creativity, and relationship-building—so the next generation of PR talent isn’t left behind.

SXSW 2025 requires those brands speaking and showcasing at the event to be provocative enough to break through the sea of activations to get the attention of media.

At PRNEWS’ March 25 online training workshop, Artificial Intelligence for PR, attendees will learn best practices for pitching media using generative AI, how to use the latest tools for deep research, top AI use cases for PR professionals, how to protect organizations from AI threats, and much more. Following is a conversation with one of our panelists, Scott Dobroski, VP, Corporate Communications at Indeed, on best practices for using AI when pitching media.

This week’s PR Roundup looks at an important federal communicator getting caught doing a side gig on the job, how trust in AI is increasing with the public, and how Guinness is connecting with consumers for its latest St. Patrick’s Day campaign. 

The social media world is a turbulent place, and a difficult one for B2B PR pros to navigate, but the payoff is well worth it for those that can adapt their strategies.

As the proliferation of AI-generated articles continue, the PR industry must be prepared for a future where combatting bad AI in journalism becomes part of the job description.

This week’s PR Roundup looks at how to the 24-Hour Economic Blackout went viral from a grassroots level, how AI is improving productivity for comms, and Sprout Social’s social listening platform for the Oscars.

The lessons from DeepSeek’s rise offer a blueprint for how brands, especially challengers, can capture attention, navigate controversy, and take over the conversation.

Platforms rise and fall, but one thing remains: people crave connection. Whether you’re testing Bluesky, RedNote, or the next breakout platform, remember: your audience follows relationships, not logos.

According to a survey from Morgan Stanley Research, 94% of healthcare businesses use AI or machine learning in at least some capacity. Expectations have forever changed, and healthcare communicators must now rally behind AI to provide optimal outputs for their own companies as well as for clients and healthcare professionals.