Jan Brubacher’s Post

We asked one of our judges, Rita Men, to give her thoughts relating to the question "How do you see the future of the public relations industry taking into account artificial intelligence and why do you think it is important to reward public relations projects?". Please take a look at what she had to say about it. The future of the public relations industry is becoming more intelligent, automated, and efficient thanks to the incorporation of artificial intelligence (AI) tools. These advancements make PR more fast-evolving and versatile, allowing professionals to navigate complex communication landscapes with greater agility. However, AI also raises the bar for critical thinking and strategic insights, requiring PR practitioners to elevate their expertise beyond what machines can offer. In this AI era, PR professionals must embrace continuous self-education, upskill, and adapt to new ways of working. This transformative landscape demands professionals who can master new tools while retaining the core human elements of communication: empathy, nuance, and strategic vision. Celebrating and rewarding public relations projects is more crucial than ever. Recognizing role models and best practices not only promotes excellence but also sets a benchmark for how PR should adapt in these changing times. Moreover, these recognitions provide an invaluable opportunity to learn from the best, tapping into the industry's collective intelligence. In the face of technological change, global instability, and evolving challenges, celebrating success stories helps us evolve, adapt, and grow together as an industry—reinforcing resilience and creativity in the face of rapid transformation.

🔺 Do you work in a Public Relations, Communication or Marketing role? 🔺 If so, I would love to have your input for my forthcoming book: 'AI for Strategic Communication' by Palgrave Macmillan. It will take 10 mins max and you will remain anonymous. After completing 41 interviews, my second research stage has begun (woo hoo 🎉) with a global industry survey of professionals from fields relating to strategic communication (public relations, marketing and communication). Check it out here: https://lnkd.in/eA-Fgb7F My aim is to develop a research-led best-practice process for using AI in strategic communication to help practitioners and scholars. Please participate using the link below and contact me if you have any questions: [email protected]  Check it out here: https://lnkd.in/eA-Fgb7F University of the Sunshine Coast #AI #artificialintelligence #marketing #communication #strategiccommunication #publicrelations #PR

No matter where I go, when people learn that I teach journalism they want to ask me about AI. It's rapidly transforming our daily work, and remains misunderstood in many ways. The USC Annenberg Center for PR’s 2025 Relevance Report: AI Activated aims to examine what AI means for the 21st century economy, media landscape and more. I’m excited to share my contribution, co-written with a talented student. Michael Kittilson is one semester away from earning his master's in Public Relations. He and I explored how AI-generated images are transforming the political landscape, and wonder if that makes the truth increasingly irrelevant. You can read our essay, Misinformation with the Speed of a Thumb Swipe, by downloading a copy of the report here: https://lnkd.in/gP54vcdk

Last week I attended Communications Trends for 2025 PRSA Georgia event, and learned some great takeaways for the year ahead. Some key themes from the panel were: • AI will not replace your job, but someone who knows how to use AI will. • It’s key to integrate AI into our work without losing focus on building real, authentic relationships, especially in a world where people are craving in-person interactions. • We should focus on staying adaptable and using AI to improve our strategies, not replace the human touch that makes our work impactful. Excited to learn and grow this year as these trends continue to shape the communications industry.

Media coverage leads to more media coverage. In PR land, people often think that more tactics equals more output. I often discourage this type of thinking because I believe that it's the quality of the story you tell that gets you the output Here are two examples of this I've seen play out this week at Gwen Gordon Public Relations: -I had a client that spoke with a reporter as part of their fundraise - sharing meaningful examples of how they plan to change the landscape of their category. That reporter remembered the conversation and reached out to see if they will be at an upcoming trade show he's covering and asked about what news there will be to share. -Similarly, when clients work with me to develop byline articles, the ideas contained in those articles sometimes stick with the editors of those publications and find their way into other coverage. (An example from this week in Applied Clinical Trials Magazine - https://lnkd.in/gWAY2msw leveraged a previously published byline). There are many other ways I've seen this play out. Good stories have staying power, which energize reporters to continue to stay abreast of developments at your company or in your space. Tactics that don't tell a story are just PR noise. #clientnews

USC Annenberg School for Communication and Journalism's 2025 Relevance Report: AI Activated has just been published, offering a deep dive into how AI is transforming the PR industry by driving innovation in storytelling, efficiency, and data-driven insights. Produced by the Center for PR, the report features over 40 essays from USC academics and industry leaders including Stripe Theory's Isys Caffey-Horne. In her essay, The Evolution of Reputation and Crisis Management in the Age of AI, she explores how AI is reshaping the ways organizations manage their reputations and navigate crises as an ever-growing volume of online data poses new challenges for brands striving to maintain trust and credibility. Discover more about AI's revolutionary role in reputation management, the economy, and media in the full report at the link below! https://lnkd.in/ecdMz46

We asked one of our judges, ibrahim cataldas to give his thoughts relating to the question "How do you see the future of the public relations industry taking into account artificial intelligence and why do you think it is important to reward public relations projects?" Please take a look at what he had to say about it. "Just as digitization has transformed every field, it has also digitalized the field of public relations. The widespread use of computers, the internet, social media platforms, and the emergence of big data on digital platforms have made using artificial intelligence (AI) in public relations essential. Today, AI software is actively utilized in public relations, helping alleviate PR professionals' workload. However, the human element remains crucial in the field of public relations. Therefore, in light of current developments, I think a collaboration between AI and human expertise will characterize the future of public relations. Furthermore, just as in other fields, awards in public relations will enhance motivation and creativity. Additionally, such activities will encourage more competitive public relations practices and may help establish certain quality standards within the field."

I had a chance to contribute again this year to the USC Annenberg Relevance Report, focused on the impact of AI on our profession. I chose to write about the increasingly valuable role of humanity and storytelling in this age of AI. My conclusion: "There is a story out there that will shed light on the soul of Microsoft. My job is to find it, shape it, bring it into existence for an audience we care about. I have more tools today than yesterday, and will have even more next month, next year. There is a story for you, as well. Go find it."

There he is, right at the center of the photo: the first engineer to ever be awarded PR Professional of the Year by the prestigious PRWeek. Our dear and admired Miguel Lucas has won in the Europe category. The organization has thrilled all of us at LLYC with this news, especially those of us who are fortunate enough to work directly with him. It's a quadruple delight! 1. It’s a huge boost to our firm’s strategy, which first invested in natural language processing in 2012, and then in artificial intelligence in 2018. With the vision of Jose Antonio Llorente Herrero (who foresaw the need for these investments) and under the leadership of Daniel Fernandez Trejo we brought on Miguel and José Luis Rodríguez Hernández to dive into these areas. Today, our communication, marketing, and public affairs services wouldn’t be what they are without their algorithms. 2. It reinforces our commitment to innovation. Miguel leads our department, which allocates 30% of its capabilities to exploring trends that we believe can add value to our clients and 70% to developing solutions that we integrate into our specialties. 3. It shows that diversity produces incredible results. Engineers now sit at the table with creatives, political analysts, social media specialists, performance experts, media professionals, and a long list of other diverse professionals to tackle the challenges of the brands and companies we work for. This fusion not only enriches us but is essential to meet market demands. 4. It embodies a principle we’ve always held dear: beyond brilliance and talent, more important than emotional intelligence and other skills, we need professionals who are, above all, good people. Miguel is one of many examples at LLYC that showcase this essential ingredient. I’ve worked with him for 23 years. He’s among my most cherished friends, and I’m proud that many of my LLYC colleagues have enjoyed working with him long before he officially joined the firm. We all admire him, and those who interact with him also love him. Let this photo capture the emotion shared by Alejandro Romero Paniagua, our Global CEO, Luisa García, our COO, and myself, on behalf of all partners and colleagues, for our teammate’s success. We’re on cloud nine! The occasion calls for it—we’ve made history in our industry. (I also want to thank our corporate director, Albert Medrán for recognizing Miguel as our best candidate for these awards).

The USC Annenberg School for Communication and Journalism 2025 Relevance Report: AI Activated has just been published, and I’m excited to share my contribution. AI is rapidly transforming our daily work, and this year’s report from the Center for PR features over 40 essays about what it means for our profession, the media and beyond. Thanks Fred Cook for your incredible leadership. Learn how communicators are harnessing AI tools to shape powerful, data-driven stories. My essay, Empowering People Through AI: Conagra’s Human-Centered Approach, focuses on Conagra’s commitment to placing people first in our AI initiatives. I discuss how engaging our employees in the AI tool development process has resulted in higher adoption rates and how training programs can empower team members to view AI as an extension of their work. Additionally, I highlight how Conagra is leveraging AI to analyze purchasing habits, streamline design processes, and create original video content. 🌐 To read my essay and others from leading communication professionals, download your copy here: