"AI will compel PR professionals to upskill" - CIPR welcomes Science & Tech Committee report

The Chartered Institute of Public Relations (CIPR) has welcomed a report from the Science and Technology Committee spotlighting the potential impact of robotics and Artificial Intelligence (AI) on society.

Published today, the report calls on Government to do more to prepare for rapid advances in technology by establishing a commission to scrutinise AI's probable ethical, legal and societal impact.

The 2015/16 State of the Profession survey revealed that only 7% of PR practitioners consider automation to be amongst the top two challenges facing industry, yet the same study showed 79% of professionals spend some or most of their time on media relations - a practice deemed to be under threat by automation.

Rob Brown FCIPR, CIPR President, Managing Partner of Rule 5
As is the case with all professions, the expansion of this technology will absorb many routine tasks. The challenges posed by AI and automation present us with an opportunity to increase the strategic value of our role.

Fundamentally, how we build relationships will be different. PR practitioners who commit to professional development now can future proof themselves against these challenges.
Rob Brown FCIPR, CIPR President, Managing Partner of Rule 5
Notes to editors

Notes to editors

About the Chartered Institute of Public Relations (CIPR)Founded in 1948, the Chartered Institute of Public Relations (CIPR) is the Royal Chartered professional body for public relations practitioners in the UK and overseas. The CIPR is the largest membership organisation for PR practitioners outside of North America. By size of turnover and number of individually registered members, we are the leading representative body for the PR profession and industry in Europe.

The CIPR advances professionalism in public relations by making its members accountable to their employers and the public through a code of conduct and searchable public register, setting standards through training, qualifications, awards and the production of best practice and skills guidance, facilitating Continuing Professional Development (CPD), and awarding Chartered Public Relations Practitioner status (Chart.PR).