PRCA Cymru - AI and Public Relations: Navigating Challenges, Changing Skillsets

AI is a constantly evolving landscape. Our speakers, who collaborated on this topic last year for PRCA Cymru , return to share fresh insights and key developments—highlighting just how much has changed in the past 12 months.

Join us for a thought-provoking session exploring the evolving role of artificial intelligence in public relations. This event brings together insights from both industry and academia to examine how AI is reshaping the communications landscape and the skillsets required to navigate this.   

Shayoni Lynn, CEO of Lynn Group and a leading voice in strategic communications, will delve into AI’s role in combating mis- and disinformation. Drawing on a real-world case study, she will highlight how PR professionals are responding to the growing challenges posed by synthetic media, deepfakes, and information manipulation. 

Dr Jon White, a respected PR scholar and consultant, will offer a broader perspective on how AI is transforming the profession itself. Building on his recent presentation at the international Public Relations Research Symposium (BledCom), Dr White will explore the behavioural changes and evolving skillsets PR practitioners need to remain effective and ethical in an AI-driven environment. 

Following their short presentations, both speakers will engage in a joint Q&A session—offering attendees a unique opportunity to gain both practical and theoretical insights into one of the most pressing topics in modern communications. 

Whether you're a communications professional, researcher, or student, this session will equip you with a deeper understanding of how AI is influencing the future of PR.