AI and PR – our commitment

Artificial Intelligence (AI) is steadily changing the way that organisations create, access, analyse and distribute information – and we are increasingly being asked about the impact and benefits of AI in our work.

For businesses and their communications teams, AI presents both an opportunity and a challenge. AI can now research, analyse, draft, adapt and generate content at remarkable speed. For an established PR agency, such as Suzanne Howe Communications (SHC), the important question is therefore not whether AI should be used, it is how it should be used – and where human expertise remains indispensable.

Our view is straightforward: AI should enhance great communications, not replace the thinking behind them.

At SHC, we use AI where it saves time or makes our work smarter and more efficient – but never where it compromises originality, judgement, confidentiality or client trust. Every piece of client-facing work remains subject to human creative direction, editorial judgement and approval.

The future of PR is unlikely to be about choosing between people and AI. It will be about people who know how to use AI well.

Our commitment

We see AI as an opportunity to improve the way we work for our clients. That means using it thoughtfully, rather than automatically.

We will continue to apply human oversight to client-facing work and to consider issues including confidentiality, accuracy, intellectual property, originality and appropriate use of AI-generated material.

Most importantly, we will continue to judge communications by the same fundamental standard: Does it have something worth saying – and does it make people want to listen?

Technology can help us get there faster. It cannot make that decision for us.

And that is precisely why: The future of PR is unlikely to be about choosing between people and AI. It will be about people who know how to use AI well.

We have produced a white paper called: AI and PR – The next chapter in creative communications. Download it here.