Скачать или смотреть AI Insight: How to use it in PR without destroying trust

AI is already inside every corner of PR and comms, but very few teams have real safeguards in place. In this episode, I sit down with Dr Lukasz Swiatek from UNSW (The University of New South Wales) to talk through the real risks facing agencies and in-house teams.


Luk researches the impact of AI on communication and education and he lays out the pitfalls that PR teams keep tripping over. Accuracy problems. Deep fakes. Reputational slipups. Ethical blind spots. The slow erosion of trust.


If you are trying to use AI while still protecting your organisation or your clients, this episode gives you a straightforward way to think about boundaries and guardrails that actually work.


What you will hear
Luk on the big AI concerns people are ignoring
The accuracy trap and why comms teams keep falling for it
How to build real boundaries around AI in your organisation
What AI means for trust and authenticity
The future of PR roles and whether humans still matter


Practical takeaways

1.

Create a simple yes or no list of what AI is allowed to do in your organisation, then make staff sign off so there is shared responsibility.

2.

Treat all AI output as unverified until checked against a real source. Never publish raw content.

3.

Build a rule that any AI assisted content must be reviewed by a human who understands tone, risk and context.

4.

Set expectations with clients or leadership about what AI can and cannot reliably do. This reduces pressure to use it in unsafe situations.



GUEST
Lukasz Swiatek - School of the Arts and Media, University of New South Wales
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