AI for Public Relations - by Stephen Waddington & Ben Verinder

About the Book

Book Synopsis

Learn how to apply AI effectively, ethically and at scale throughout PR processes and strategies.

AI for Public Relations is a practical guide for mid-career PR managers, communication leads and agency professionals who want to build credibility, apply proven principles and integrate AI tools into everyday practice. As AI reshapes content creation, planning, measurement and reputation management, this book shows how to implement the right frameworks to optimize workflows while protecting brand trust.

Edited by industry leaders Stephen Waddington and Ben Verinder, this collection brings together expert contributors to explain what AI means for operational delivery, stakeholder engagement and long-term strategic planning. Through detailed chapters, real-world examples and actionable tools, it provides clear guidance for navigating risk, enhancing capability and developing an informed, future-focused PR function.

You'll learn how to:
- Apply AI models to improve content creation, planning and performance measurement
- Implement practical tools that streamline workflows while strengthening professional judgment
- Develop strategies for managing risk, safeguarding reputation and ensuring responsible AI use
- Optimize organizational adoption by aligning governance, processes and stakeholder expectations
- Use real-world examples from AMEC, South Norfolk and Broadland District Councils, The University of Cambridge to guide your decision making

With a balance of strategic insight and hands-on application, AI for Public Relations helps you develop the skills, frameworks and confidence to lead AI integration and elevate your impact in a rapidly changing profession.

Themes include: PR strategy, AI implementation, reputation management, governance, measurement frameworks, communication planning

About the Author

Ben Verinder is founder and managing director of Chalkstream, a reputation research and management agency based near Watford, UK. He is a founder member of the CIPR AI in PR panel and the creator of the first AI and Reputation Leadership course.

Stephen Waddington is a professional advisor at Wadds Inc. and PhD researcher at Leeds Business School. Based in London, UK, he was previously the President of the CIPR and Managing Director at Metia Group. Stephen is a Chartered PR Practitioner, an Honorary Fellow of the CIPR and a Fellow of the PRCA.