AI Insight: How PR teams actually use AI without breaking trust or quality

NOTE: This was recorded in late October 2025AI is already inside the tools you use. Waiting it out is no longer an option.In this episode, I speak with Karen Sutherland, author of Artificial Intelligence for Strategic Communication, who, at the time of the recording, was fresh from a Marketing AI Conference in the US.We cut through the noise and talk about how PR and comms teams are actually using AI day to day, what works, what breaks, and where people are getting it wrong.This is not about replacing people or chasing shiny tools. It is about saving time on the work you hate, protecting quality, and building skills your team will still need in five years.If you run an agency or work in-house and feel stuck between curiosity and fear around AI, this episode gives you a clear place to start.We coverWhy AI agents change how work gets done, not just how fastThe real risk for junior staff and how to avoid hollow skillsHow teams are using custom GPTs to speed up reporting without sounding genericA simple framework for integrating AI safely and sensibly into comms workMap your tasks before touching tools. Start with repetitive work that drains time, not creative judgment.Use AI as a first draft assistant, then edit like a professional. Quality control becomes a real job, not an afterthought.Train AI on your own writing and reports so outputs sound like you, not the internet.Regularly check whether AI is saving time and protecting standards, not just pushing content out faster.DescriptionPractical takeawaysGUESTKaren Sutherland - Senior Lecturer, Public Relations, University of the Sunshine CoastLOCATION: Sunshine Coast, AustraliaBook: Artificial Intelligence for Strategic Communication by Karen E. SutherlandNEW TO PR?- Check out the new podcast 'Getting A Job In PR' - https://gettingajobinpr.comSUBSCRIBE- Video and Audio links here - https://thepublicrelationspodcast.com/listen/Or search for "The Public Relations Podcast" on all good podcast appsCONNECT WITH ME- LinkedIn - https://www.linkedin.com/in/richard-midson/- Website and newsletter - https://thepublicrelationspodcast.com/- 'Getting A Job In PR' - https://gettingajobinpr.comFUTURE GUESTS- Check out: https://thepublicrelationspodcast.com/one-sheet/