The AI revolution in public relations isn't living up to its promise—at least not yet. Despite the buzz and billion-dollar tech investments, AI adoption in our field has been slower and less impactful than many predicted. Why? Because we've been dazzled by shiny new tools and mesmerized by potential while neglecting the most critical component of any transformation at work: our people.

A recent McKinsey report suggests that just 3 percent of service businesses have scaled AI across their operations. This low adoption rate stems from an overemphasis on technology and too little attention to change management and communication.

Here’s the truth: investments in training and change-related communication that leave no practitioner behind are more important than buying data or licensing AI-powered tools. Without effective change management, clarity on your transformation journey, and each person’s vital role in it—which builds trust and helps people on our teams embrace new ways of working—we won't see the team or organization-wide transformation needed to achieve the best outcomes. 

Building Trust Through Transparent Communication

The foundation of successful AI integration lies in building trust, as many of us are inherently skeptical about technology, especially when we think it could impact our livelihoods. This starts with clear, open communication about the role AI will play in your organization – something that’s all-too-often absent from PR team or organization-wide AI transformation plans. 

• Explain why you’re embracing AI in your organization and how you plan to integrate it 
• Provide regular updates and celebrate successes
• Create channels for two-way dialogue 
• Address concerns and misconceptions head-on

By fostering an environment of transparency and open communication, we can allay fears and build enthusiasm for AI-assisted workflows.

Empowering Through Education

A crucial aspect of change management in the AI era is comprehensive education and training. This goes beyond simple tool tutorials about how to write a prompt. It's about fostering a deep understanding of how AI can augment and enhance PR work, in the context of each person’s unique role. Create a multi-tiered AI education program including: 

• Basic AI literacy for all team members
• Advanced training for “AI champions” who can cascade specific techniques 
• Ongoing learning opportunities to keep pace with evolving AI capabilities

Remember, the goal isn't to turn PR professionals into the world’s best prompt engineers. Instead, it's about making them more effective in their roles as trusted communications experts. Focus on building "fusion skills"—the ability to work effectively alongside AI systems, leveraging technology’s strengths while applying uniquely human skills like creativity, empathy, and strategic thinking.

IA > AI: Focus on Augmentation, Not Automation

Growing research proves that humans assisted by AI produce dramatically better results than machines or humans operating independently.  Embrace the concept of Intelligence Augmentation (IA) over full automation. IA represents a symbiotic relationship between PR practitioners and AI, where technology enhances rather than replaces human capabilities. 

Show concrete examples of how AI can support routine tasks, freeing up time for more strategic, creative work. This approach helps shift the perception of AI from a threat to an invaluable partner in the PR process.

Fostering a Culture of Continuous Adaptation

The integration of AI into PR isn't a short-term project with a finite end date—it's an ongoing journey of innovation and refinement. Your change management strategy should foster a culture of continuous learning and experimentation.  

• Encourage a growth mindset among your team members
• Create safe spaces for experimentation with AI tools and new techniques
• View short-term failures as valuable parts of the long-term learning process

Leading by Example

Effective change management starts at the top. Leaders must not only champion AI integration but actively participate in the learning process. When leaders demonstrate their own willingness to adapt and learn, it sends a powerful message throughout an organization.

Consider initiatives like “AI Office Hours” where leaders discuss their own experiences with AI tools, or cross-functional AI task forces led by senior management. 

Measuring Success Beyond Efficiency

While time and money saved by AI use is important, the success of your AI transformation should be measured by more than just financial metrics. Develop success measures that include: 

• Employee engagement with AI tools
• Increases in time spent on high-value activities
• Growth in AI literacy
• Improvements in work-life balance

As we navigate the AI revolution in PR, let's remember that our greatest asset is not our technology, but our people. By prioritizing change management and communication, we can create an environment where AI and human expertise work in harmony, elevating the value and impact of PR.

The future of PR isn't about humans versus AI—it's about creating a powerful synergy between human creativity and AI capabilities. And the key to unlocking this future lies not just in algorithms and datasets, but in our ability to lead our teams through this transformative journey with empathy, clarity, and vision.  

As professional communicators, we’re up to the task. 

Jeff Beringer is the chief AI officer at Golin, leading AI innovation, workforce upskilling, and the development of AI-driven client service models. A 20-year Golin veteran, he has introduced AI-powered tools to enhance content testing, campaign measurement, influencer identification, and misinformation detection.