28th October 2026 @ 7:00am - 8:30am
Overview
AI is increasingly becoming a tool of the trade for many public relations and communications professionals. Like any developing technology tool, it has its pros and cons. The way we use it varies across industries and practices.
Join PRINZ members in Tauranga for a panel discussion on the successes and learnings of using AI in PR and communications. Light breakfast is included.
PRINZ CEO Susanne Martin hosts Catherine Arrow (PR Knowledge Hub), Nick McDonald (Likeable Lab), and Clarissa van Emmenes (PMG Funds) for an insightful conversation on real-world applications of AI in PR and communications. Learn about the trends they’re seeing, where they’ve found success with AI, the tools they’re using every day to make their work more efficient and effective, their predictions for the future of AI, and the things you should look out for when using AI tools. We’ll also talk about the ethics of using AI.
About the Panellists
Catherine Arrow LPRINZ FPRINZ FCIPR, PR Knowledge Hub
Catherine Arrow is a pioneer and recognised leader in public relations education and practice and was named Global Public Relations Practitioner of the Year at the World PR Awards. She works with professionals and organisations of all types to build capability, strengthen strategy and deliver meaningful outcomes.
As founder and director of PR Knowledge Hub, Catherine leads an independent learning centre that provides high-quality professional development for practitioners worldwide — in person, online and on demand. Catherine has been researching and teaching others about AI for over a decade. Her work spans organisational relations, internal communication, public engagement, advocacy, ethics, risk and reputation, with a central focus on the practical use of emerging technologies.
Catherine is a Life member and Fellow of the Public Relations Institute of New Zealand, a Fellow of the Chartered Institute of Public Relations, Accredited Fellow 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.
Nick McDonald, Likeable Lab
Nick McDonald is the Head Honcho at Likeable Lab, a socially led digital marketing agency. He leads the agency’s AI strategy and governance, on top of client strategy and overseeing day-to-day operations.
Nick has spent the past few years testing AI tools inside a live agency of 20+ people, rather than talking about them from the sidelines. He’s built the policy for how his team uses AI responsibly, and will talk to what’s worked, what hasn’t, and what he’d do differently.
Clarissa van Emmenes, PMG Funds
Clarissa van Emmenes leads communications and content at PMG Funds and is a 2x PRINZ award winner with over 13 years’ experience across corporate, infrastructure and tertiary sectors.
She has built and deployed AI workflows for content, tone-of-voice modelling and channel distribution in-house, and guest lectures on AI and automation in communications through NZIE and the ALI Institute. Clarissa is Tauranga-based and passionate about helping comms professionals use AI practically and responsibly.
