AI to revolutionise PR: PRCA NI and CIPR NI collaborate for 'AI in PR' event

2 May 2024

As the era of Artificial Intelligence (AI) is transforming the landscape of communications and public relations, the Public Relations and Communications Association Northern Ireland (PRCA NI) and the Chartered Institute of Public Relations Northern Ireland (CIPR NI) are joining forces to present 'AI in PR,' a pivotal event to be held at the MAC Arts Centre in Belfast on Friday, May 17th, from 11:30 am to 1:30 pm BST.

Renowned AI expert Andrew Bruce Smith will explore the implications of AI within the public relations sector. As the co-author of the 2023 CIPR report 'Artificial Intelligence tools and the impact on public relations practice,' Smith brings invaluable insights into the ethical considerations and practical implications of AI adoption in PR.

Eamon Deeny, Chair of PRCA NI, said:

“AI is no longer a futuristic concept, it sets the pace, driving innovation, opening up new possibilities and constantly evolving, while in its wake, causing transformational change to traditional PR practices.

“We are fortunate to have an expert in this field in the form of Andrew Bruce Smith to take us through both the advantages and the potential minefields that lie ahead, and this is a must-attend event for any PR professional who cares about the future of the industry.”

Samantha Livingstone, Co-chair of CIPR NI, said:

“This CIPR NI and PRCA NI collaboration spotlights the increasing relevance of AI in PR for our dynamic industry.

“Andrew is co-author of the 2023 CIPR report ‘Artificial Intelligence (AI) tools and the impact on public relations practice’ which called for urgent attention to the ethical issues resulting from the rapid growth of AI, including whether practitioners need to declare using AI in their work, issues increasing relevant to all those working locally in PR.

“This is a welcome opportunity for local members to glean insights into the potential ramifications of AI on the PR landscape, both at home and abroad and we urge members to sign up to attend.”

Andrew Bruce Smith, Director of Escherman, said:

“Predicting the impact of AI in the next 5 minutes, let alone the next five years, is an ambitious task. What can safely be said is that AI is already having a transformative effect on the PR profession.

“At the 'AI in PR' event in Belfast, we will explore the ways in which AI will reshape how we engage with audiences and measure success. AI will become a core component of PR strategies, fundamentally altering practitioner behaviour by automating many routine tasks and amplifying creative and strategic outputs. This event will provide invaluable insights into harnessing AI to not just keep pace with changes but to set the pace; ensuring PR professionals remain at the forefront of AI innovation.”

The event is free for PRCA and CIPR members, with non-members welcome to attend for £10. Pre-registration is mandatory through the PRCA or CIPR booking portals. Light refreshments will be provided from 1:30 pm to 2:00 pm, offering attendees an opportunity to network and further discuss the implications of AI in PR.