{"id":151093,"date":"2025-11-05T14:11:18","date_gmt":"2025-11-05T13:11:18","guid":{"rendered":"https:\/\/www.vuelio.com\/uk\/?p=151093"},"modified":"2025-11-05T15:40:14","modified_gmt":"2025-11-05T14:40:14","slug":"how-to-build-agency-resilience-in-the-age-of-ai","status":"publish","type":"post","link":"https:\/\/www.vuelio.com\/uk\/blog\/how-to-build-agency-resilience-in-the-age-of-ai\/","title":{"rendered":"How to build agency resilience in the age of AI"},"content":{"rendered":"

With the challenges of lower budgets, smaller teams, and extra crunches on clients, AI has been embraced<\/a> by many across the PR industry as a potential cure-all. But with the very welcome efficiencies and shortcuts has come new challenges. What becomes of PR when content can be generated, and outreach and measurement automated?<\/strong><\/p>\n

Its vital function as moral guide; educator; builder and protector of reputation and knowledge. Read on for advice and insight on centring strategy and thought leadership while making the most of what AI brings to the table.<\/p>\n

Steer AI in the right direction\u2026<\/h3>\n

‘We need to remember that AI is a new tool that still requires human operation to be used successfully, creatively and ethically, so focusing on developing this expertise is key for PR teams moving forward,\u2019 says Sheridan Okey, head of PR at Tribera<\/a>.<\/p>\n

\u2018PR teams should double down on deep storytelling and reputation management \u2013 areas where nuance, empathy, and emotional intelligence matter most. AI can generate words, but it cannot replicate the instinct to sense when a message will resonate or when it will backfire. This is where the industry\u2019s energy should be concentrated: blending the efficiency of AI with the irreplaceable judgement of experienced professionals.\u2019<\/p>\n

Add value for journalists<\/h3>\n

The media is also battling with the pros and cons of artificial intelligence. What they don\u2019t want? Servings of slop, says James Brockbank, managing director and founder at Digitaloft<\/a>:<\/p>\n

\u2018With AI, anyone can create content on anything they know nothing about, in seconds. And this means that, all of a sudden, too many journalists are finding themselves bombarded with \u2018consensus\u2019 comments from PRs who wrote them using AI.<\/p>\n

\u2018That\u2019s not adding value. A journalist could go and do that themselves if they wanted.<\/p>\n

\u2018It\u2019s more important than ever to focus on speaking with subject matter experts (who have genuine experience and expertise in the topic) to offer journalists value-adding comments, insights, and information to take their articles to the next level.<\/p>\n

\u2018It sounds simple, but in a world where too many jump straight to ChatGPT, we\u2019re losing the fact that genuine experts must be at the heart of everything we do.\u2019<\/p>\n

Colin Hallmark, founder and lead consultant at 3:nine Communications<\/a>, also advocates for original case studies and expert comment:<\/p>\n

\u2018There\u2019s already a narrative emerging in the media around the proliferation of bland, generic soundbites via AI. Look no further than the recent controversy in the House of Commons, where MPs were criticised for using it in their speeches.<\/p>\n

\u2018Journalists want credible, authentic voices and original commentary around busy news cycles – the growth of Substack and newsletters is proof of that . In media terms, it feels like we\u2019re entering the age of the specialist. As more people use them as search engines, LLMs themselves are starting to rely heavily on contextual trust and authority drawn from a variety of third-party content, particularly in specialist and industry titles.<\/p>\n

\u2018There\u2019s a big role for PR professionals to work closely with clients to think creatively about how they can bring their expertise and frontline experience to these audiences.\u2019<\/p>\n

Continue to connect with people<\/h3>\n

\u2018AI will quickly become a delivery service to many brands and businesses,\u2019 acknowledges Georgie Upton, managing director, Wild Card Public Relations<\/a>.<\/p>\n

\u2018But for us, AI is not the answer to people and brands living life in full colour; it lacks the deep understanding of human beings, the subtlety of connections, and nuances of knowing people \u2013 that quick glance, that inner-thought. Business thrives through people connections.<\/p>\n

\u2018It is using AI in a combined approach that allows the survival of human-to-human businesses.\u2019<\/p>\n

Sarah Lloyd, podcaster and founder of ISPR<\/a>, agrees with the importance of face-to-face, in-person, interactions:<\/p>\n

\u2018The industry itself should focus on the human connection. Actually meeting with real people, and creating real relationships through sharing stories. In the age of automation and bringing it all online, we have lost the skill set that had us all working in PR in the first place.<\/p>\n

\u2018AI can complement it \u2013 but can never replace it.<\/p>\n

\u2018The value that individuals bring to the table for clients is relationship. Relationship with them, with the press and with agency staff. PR agencies are hired on results AND ALSO chemistry. Results and process is possible via AI, but chemistry is the soft skills that humans require so they can trust the team and agency who is representing them. People buy people at the end of the day.\u2019<\/p>\n

Add empathy back into the equation<\/h3>\n

\u2018The ability to connect with empathy, is what sets us apart,\u2019 believes Anthony Cooper, company director, Clarient Global Limited<\/a>.<\/p>\n

\u2018Humans respond emotionally to ideas and events, and it is this ability that allows PR professionals to deliver maximum impact. Large language models can generate content, but they cannot recognise or interpret emotional currents in the way people can. To deliver lasting value, agencies should lean into their biggest assets, which are their people, while embracing AI as a tool that frees us to focus on what we do best.\u2019<\/p>\n

Step into the strategist role<\/h3>\n

\u2018If your relationship with clients is transactional and more reporting and press office-based, it will be diluted by AI,\u2019 warns Laura Lear, managing director, AMBITIOUS<\/a>.<\/p>\n

\u2018PR teams will therefore need to be laser-focused on value and strategic consultancy. Our value lies in strategy and clarity, cutting through noise and challenging inaccuracies, and shaping insights and guidance that is tailored for each client.\u2019<\/p>\n

Natalie Sutton<\/a>, tech comms board advisor, agrees:<\/p>\n

\u2018We need to shift from being content factories to being strategic architects. The future belongs to agencies that can navigate complex stakeholder dynamics, predict reputational ripples, and craft nuanced positioning that resonates with human emotion, not just algorithms.<\/p>\n

\u2018Stop competing with machines on their turf. Double down on what makes us irreplaceably human: cultural intuition, ethical judgement, and the ability to build genuine trust. AI can write a press release, but it can’t look a CEO in the eye and tell them their strategy is fundamentally flawed.\u2019<\/p>\n

Ask the questions LLMs won\u2019t<\/h3>\n

\u2018Right now, we need to demonstrate our value and our worth,\u2019 says Amy Dawson, owner of Gatekeeper Communications<\/a>.<\/p>\n

\u2018We are the ones who can respectfully challenge and push back, being the voice to remind our clients, \u201cIs this the right thing to do?\u201d or \u201cWhat could be the fallout from this?\u201d or \u201cHow can we change this conversation?\u201d or \u201cCould this quick win impact our long-term reputation?\u201d An AI tool will only ever do what the prompt is asking it to do, so our value has to show that we are taking the right steps to build trust and authority, and that we are contributing towards positive behaviours.\u2019<\/p>\n

Echo chambers can be an unfortunate consequence of an over-reliance on LLMs, warns Marco Fiori, MD of Bamboo PR<\/a>:<\/p>\n

\u2018Fewer companies are looking over the horizon and considering the future impact of their public communication now. This risk is intensified by AI.<\/p>\n

\u2018PRs already play a critical role in setting nuanced positioning, which will become even more sought-after in the coming years.\u2019<\/p>\n

Become brand guardians<\/h3>\n

\u2018If PR teams aren\u2019t helping brands stand out if they lean on AI simply to churn out content,\u2019 says David Clare, Head of Fusion, Fire on the Hill<\/a>.<\/p>\n

\u2018PR professionals need to reframe their perspective on AI. It isn\u2019t just a productivity tool; it\u2019s an ecosystem PR can actively influence to help brands tell their story.<\/p>\n

\u2018Generative AI Engine Optimisation (GEO) is ripe for the picking for PRs. LLMs cite coverage, analyst reports, and community content \u2013 all areas our industry excels in. But to marry our traditional expertise with the new world of AI demands rigour, digital literacy, and ongoing analysis.<\/p>\n

\u2018PR has always promised to build authority and trust. Today, delivering on that promise means moving beyond clever branding to evidence-based results that genuinely shift visibility and credibility for clients. The AI opportunity is not a productivity boost, it is our ability to create meaningful content that influences AI and sees LLMs do the brand storytelling for us.\u2019<\/p>\n

Rebuild your team\u2019s skillset<\/h3>\n

Karen Idorn, digital PR director at SEOMG!<\/a>, sees a need for some serious upskilling across the industry to make the most of these new opportunities opened up by the adoption of AI:<\/p>\n

\u2018PR has always been about more than coverage. It\u2019s about guiding organisations through complex, often sensitive conversations. As society becomes more polarised and every brand decision is scrutinised, our role as trusted advisors is more valuable than ever.<\/p>\n

\u2018To really embrace this, PR teams need to invest in deeper industry knowledge, ethical training, and the confidence to challenge clients when necessary. It\u2019s about moving from being just storytellers to being strategic partners who help organisations do the right thing, not just say the right thing.\u2019<\/p>\n

Be the voice of reason<\/h3>\n

How can agencies remain resilient in the age of AI?<\/p>\n

\u2018The role of PR professionals will remain in the capacity of appreciated advisors, says Stephanie Mullins-Wiles, COO of BlueSky Education<\/a>.<\/p>\n

\u2018Provide moral guidance and be a voice of reason in a world increasingly impacted by AI.\u2019<\/p>\n

For Chris Norton, founder and managing director at Prohibition PR<\/a>, PR remains vital – and should be at the top of the table:<\/p>\n

\u2018The real opportunity for PR is to be seen as a trusted advisor at board level. We should be helping clients make not just communications decisions, but reputational ones: what they stand for, how they act, even where they draw the line ethically. Then, we devise a plan for how that is communicated to the world.<\/p>\n

\u2018That\u2019s a big responsibility, but it\u2019s also what makes the role so valuable. To get there, agencies need to invest in their people – teaching younger professionals to think critically, speak with confidence, and not just \u2018do PR\u2019 but advise with authority to ultimately become consultants.<\/p>\n

\u2018It’s this shift that will make our industry more resilient, ensure we’re adapting alongside AI, and that will future-proof the value of agencies.\u2019<\/p>\n

For how Vuelio can help agencies with their work, check out our Media Database<\/a>, Media Monitoring<\/a>, and Insights solutions<\/a>.<\/em><\/p>\n","protected":false},"excerpt":{"rendered":"

What becomes of PR when content can be generated, and outreach and measurement automated by AI? Read on for advice and insight on centring strategy and thought leadership while making the most of what AI brings to the table.<\/p>\n","protected":false},"author":423,"featured_media":151098,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"categories":[7272,3725,3729],"tags":[],"_links":{"self":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/151093"}],"collection":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/users\/423"}],"replies":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/comments?post=151093"}],"version-history":[{"count":5,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/151093\/revisions"}],"predecessor-version":[{"id":151102,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/posts\/151093\/revisions\/151102"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media\/151098"}],"wp:attachment":[{"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/media?parent=151093"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/categories?post=151093"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.vuelio.com\/uk\/wp-json\/wp\/v2\/tags?post=151093"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}