Is uncritical AI adoption risking the future of PR? In this episode of PR in the Real World, host Tony Garner sits down with industry leaders Stephen Waddington and Ben Verinder to unpack their book, AI for Public Relations.
Stephen and Ben have spent two years examining how machine cognition is rewriting the boundaries of PR. Moving past shallow \"techno-optimism,\" they address structural disruptions like the \"vanishing career ladder\", detailing how automating entry-level tasks risks hollowing out middle management and cutting off vital tacit knowledge for the next generation.
The conversation explores deep strategic shifts, including Generative Engine Optimisation (GEO) and System Zero Thinking (the unthinking handoff of human cognition to machines). This episode provides a vital framework for any leader determined to shape the technological future of the industry rather than simply react to it.
From a strategic management perspective, this episode covers:
Stephen and Ben explain why they used handwritten collaboration instead of AI to write the book, ensuring deeper analytical rigour. They also discuss the University of Arizona's \"trust penalty\" research and why all book royalties are donated to Socially Mobile to support mid-career practitioners from underrepresented backgrounds.
This milestone discussion is required listening for:
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