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In this FIR Interview, recorded on 19 December 2024, Shel and Neville chat with Martin Waxman about the transformative impact of artificial intelligence on public relations. From relational AI and synthetic personas to crisis management and ethics, the discussion highlights opportunities and challenges for PR professionals. Martin shares insights from his academic research and LinkedIn Learning courses, offering practical advice for integrating AI into communication strategies while maintaining trust and human relationships.

Key Topics Discussed:

• Relational AI and AI Agents: How they are reshaping communication and trust in PR.
• AI applications beyond content generation: Synthetic personas, focus groups, message testing, and predictive analytics.
• Ethical considerations: Transparency, bias, and data privacy in AI-driven workflows.
• AI in crisis management: Combining AI’s monitoring capabilities with human empathy and judgment.
• Upskilling for the future: The importance of AI literacy and experimenting with AI tools in PR.
• Educational resources: Martin’s LinkedIn Learning course on generative AI for PR professionals.

About our Conversation Partner

Martin Waxman, MCM, APR, writes a popular ‘Digital Marketing Trends’ newsletter, conducts AI research and leads digital and AI training workshops. He’s a LinkedIn Learning instructor, adjunct professor at the York Schulich School of Business and associate director of the Future of Marketing Institute. Martin is also president of a consultancy, an instructor in the McMaster Master of Communications Management program and a member of the Institute for Public Relations Digital Media Research Center. He regularly speaks at events across North America.

Martin received the Institute for Public Relations Best Master’s Thesis Award in 2019, for his paper, “My BFF is a Chatbot” and the 2024 Thought Leader award from the Canadian Public Relations Society. He has a Master of Communications Management from McMaster-Syracuse Universities.

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Links from this Interview:

• Martin’s LinkedIn Learning course on ‘Generative AI for PR Professionals‘
• Martin’s courses on LinkedIn
• Digital Marketing Trends newsletter

About Shel Holtz

Shel Holtz, SCMP, ABC, IABC Fellow, is senior director of Communications at Webcor, a commercial general contractor headquartered in San Francisco. Before joining Webcor, Shel spent 21 years as principal of Holtz Communication + Technology. In addition to integrating technology into communications strategies, his expertise includes strategic communications planning, change management, organizational culture, business initiatives and communications research. Full bio

About Neville Hobson

Neville Hobson is a communicator, social strategist, consultant, digital change agent, writer, and podcaster. He is co-founder and co-host of the 'For Immediate Release' podcast. Since 2000, his career has focused on working with organisations globally to help them leverage his experiences, knowledge and subject-matter expertise of social networks, social media marketing, analytics and insights reporting, to create and build foundations for authentic engagement and to expand online reach and influence. Full bio