AI in PR & Comms
Not just a tech shift - a talent evolution
We all know I’ve got a lot to say on this topic - and it’s coming up in nearly every conversation I have with my network.
Everyone’s excited about AI tools, but the real opportunity isn’t in the tech itself - it’s in the people who’ll know how to use it best.
In PR, that means the rise of hybrid talent: professionals who can blend creativity, strategy, and data without losing the human touch that makes great storytelling land.
Leaders who recognise that early will have a huge advantage. Because AI isn’t replacing PR people - it’s reshaping what great looks like.
The best teams will be:
Curious & experimenting, not waiting for perfection
Cross-skilled and blending comms instinct with digital fluency
Collaborative, building, testing and learning alongside clients
AI might automate tasks - but people will always drive trust, context and narrative.
Agencies that invest in that kind of talent now won’t just adapt to AI, they’ll lead with it.
See this great read exploring how agencies can start building, not just talking, from PRmoment.
If you're looking for advice on how to create a recruitment strategy that attracts the best PR & Comms talent available, or are looking for a new role yourself, DMCG Global can help, get in touch today to find out more.
