4 truths to know about PR in the AI era
06/03/2026 • Profession news
As AI becomes embedded in workflows, many PR pros are focused on learning new skills and strategies. But Jen Riedinger, EVP at MWW, said the most valuable skillsets haven’t changed nearly as much as people think.
The strongest communicators still need to build relationships, understand business goals and act as trusted advisors, she said. AI can help teams work smarter, uncover insights and test ideas, but it can’t replace discernment built over time.
“AI has given us as PR practitioners more tools to gut check, pressure test our thinking, find insights perhaps a little bit faster than we used to be able to,” Riedinger said. “But that relationship (is) still so important for good client work.”
You can read the full article published in PR Daily here.