Book review: AI for Public Relations by Stephen Waddington and Ben Verinder

With artificial intelligence reshaping the PR and comms industry at speed, a new book explores how AI can be embedded responsibly into everyday practice

By Ali Catterall

AI for Public Relations: A How-To Guide for Implementation and Management arrives at a moment when many practitioners are asking a simple but urgent question: how should – or will – PR evolve in the AI era? Edited by industry leaders Stephen Waddington and Ben Verinder, this essential, and immensely practical guide, published on 4 May, aims to move the conversation beyond mere speculation and into actual implementation.

This is less about the hype, more about the reality: AI is here, it isn’t going away – and the book, a working handbook for mid-career and senior comms professionals, explores ways it can help with content creation, planning, measurement and strategy – while reassuring stakeholders who may have understandable concerns around transparency and trust.

AI as a strategic partner not a human replacement

Across its chapters, readers are guided through frameworks for governance and reputation protection, reflecting the growing concerns about misinformation and over-automation. A recurring theme is the idea that AI should act as a strategic partner rather than a replacement for human insight; and the authors are also frankly honest about the technical and operational risks of AI, and how best to manage them. Real-world case studies also strengthen the book’s practical value, drawing examples from the likes of the BBC, the University of Cambridge and the New York Times.

As Simon Lewis, managing partner, Lewis Advisors says, it’s “a timely and thoughtful guide for leaders navigating one of the most profound shifts our industry has faced… essential reading for anyone serious about the future of public relations.”

Adds Sarah Waddington, chief executive of the PRCA: “I’m married to one of the editors, which means I’ve heard about this book at breakfast, dinner, and most meals in between for the past two years – and I’d still recommend it.”

AI for Public Relations: A How-To Guide for Implementation and Management is published by Kogan Page.

Stop press: following the book’s release, a live event in London, The AI for PR Conference is planned for 18 June. Speakers will include Stephen Waddington and Ben Verinder, alongside CIPR President Farzana Baduel, industry practitioners, researchers and innovators, and will further explore how AI is reshaping public relations.

Book review: AI for Public Relations by Stephen Waddington and Ben Verinder

AI as a strategic partner not a human replacement

Further reading