20th February 2025, 9:30am-12:30pm
Overview
AI in PR — From Next to Now is an immersive in-person session designed to guide practitioners through the practical integration of artificial intelligence into public relations and leadership communication. This course examines how AI is transforming every aspect of our work, from consultation and engagement to measurement and evaluation, risk and issues management to crisis preparedness — and beyond.
Participants will engage in hands-on experiments that demonstrate AI in action, exploring both the opportunities and challenges AI presents in shaping modern communication strategies. Ethical considerations will be a central theme, ensuring you can harness AI’s power responsibly. By the end of the session you’ll have a clear vision of what’s now and next in AI plus you’ll have the chance to connect with peers, share insights, and build a network of forward-thinking professionals dedicated to leading the future.
Learning Outcomes:
• Understand artificial intelligence in everyday practice
• Experiment with AI tools in practical PR contexts.
• Identify ethical challenges and strategies for responsible AI use
• Develop actionable plans for integrating AI into PR practice while maintaining professional
standards.
Your presenter is..
Catherine Arrow is founder and Executive Director of PR Knowledge Hub Ltd, a learning and training centre of excellence dedicated to the development of leadership, public relations and communication capabilities.
A pioneer in digital communications since the web’s inception, Catherine helps public and private sector organisations navigate the digital environment, build
essential relationships and maintain their licence to operate. Over the last decade, a key focus has been exploring and communicating the transformative impact of artificial intelligence on public relations and society, providing critical training and guidance worldwide.
Catherine is a Life member and Fellow of the Public Relations Institute of New Zealand, a Fellow of the Chartered Institute of Public Relations, an Accredited Fellow of the ASEAN PR Network, and a Founding Chartered Public Relations Practitioner.
She is a Member of the Commission on Public Relations Education and a Member of the Institute of Directors. Her contributions to the public relations profession include her eight-year tenure as board member and Secretary of the Global Alliance for Public Relations and Communication Management and she is an active member of the International Advisory Board for FERPI.
Beyond her education and consultancy work, Catherine is a respected writer and speaker on the societal impacts of public relations. Her career has spanned the Northern and Southern Hemispheres, and she is a recipient of the Public Relations Institute of New Zealand President’s Award for exemplary contribution to the profession.
