The Relevance Report 2025
The report includes essays from various professionals gathered and written by Microsoft communicators, USC trustees & faculty, and board members of the Annenberg Center for Public Relations, highlighting practical AI applications in their work, such as influencer identification, meeting transcription, meal delivery, and business lead development. Initially skeptical about the PR industry's adoption of AI, the report reveals a substantial increase in AI usage, with enthusiasm replacing earlier fears Challenges like misinformation, intellectual property, and bias were acknowledged, but the momentum in AI adoption is clear, the Report says.
The report also indicates that AI isn’t just being discussed, but being activated in every aspect of our sector, and this is just the beginning.
It’s a big report – here is our pick of some chapters of particular interest to PR practitioners.
- People-Powered Transformation: Discusses how AI is making PR professionals feel more valued, driving innovation and creativity. (Section 1 Page 10)
- Revolutionising Corporate Communications with Custom GPTs: Outlines practical applications of AI tools in corporate communication, such as stakeholder management and social media analytics. (Section 1 Page 18)
- Using AI to Complement Human Expertise: Explores how AI enhances creativity, automates tasks, and optimizes communication strategies without replacing human input. ( Section 1 Page 20)
- Generative AI Success Often Lies in the Unspectacular: Emphasises using Gen AI strategically to achieve business goals while understanding its limitations. (Section 1 Page 30)
- Principles for Human-First Communications in an AI World: Focuses on maintaining human-centered approaches in PR while leveraging AI. (Section 4 Page 106)
- Challenges and Opportunities: While AI presents challenges like misinformation and bias, it also offers opportunities for innovation and efficiency in communications. (Page 2)
- Risk Identification: Recognising AI-specific risks and best practices for safe and secure tool usage is essential. (Section 4 Page 105)
- Future Challenges: As AI evolves, challenges like deepfakes, misinformation, and data manipulation will intensify, making AI literacy vital for overcoming these issues and building trust. (Section 4 Page 105)
Members can read the full report on our AI Resource page in MyPRII.
