What skills should PR teams focus on as AI reshapes the industry?

Following Wildfire’s recent AI in PR roundtable, we spoke with Andrew Bruce Smith, leading AI and communications consultant, alongside Luke Proctor, AI lead at Wildfire, Debby Penton, CEO at Wildfire, and Alex Warren, author of Spin Machines and head of marketing at Wildfire.

We asked these experts which skills PR teams will need to stay relevant in an AI-driven world. Here’s what they said:

Andrew Bruce Smith, AI in PR expert and consultant

“To quote Demis Hassabis of Google DeepMind, it’s all about learning to learn. That doesn’t just apply to comms — it applies to every kind of work.

AI is going to continue developing at a relentless pace, and as a result, it will keep reshaping not just how we work, but the very nature of the work we do. It’s an incredibly dynamic environment, and whether we like it or not, the future belongs to those who stay adaptable, resilient, and curious — people who are willing to keep learning how to harness these technologies to support and improve their work.”

Luke Proctor, AI lead and head of Wildfire’s AI taskforce

“In a sense, PR teams need the same skills they always did… But more so.

AI is automating tasks, not skills. Creating the first draft of a press release is not ‘the skill’ — having a nose for news is. Building a media list is not ‘the skill’ — understanding the media and building relationships is.

In an ideal version of this AI-driven world, PR teams will recognise what their actual skills are, and double down on them. So, what’s really called for is focus. Spend your time adding value where your ‘real’ skills come into play.”

Debby Penton, CEO at Wildfire

“As AI evolves, it’s important not to panic but to adapt. While the tools are clearly changing, the fundamentals of PR remain rock-solid.

The skills that will matter most are those that machines can’t replicate: curiosity, critical thinking, emotional intelligence, and the ability to tell stories that genuinely connect. PR teams should focus on blending these human strengths with an understanding of how to guide and challenge AI — ensuring that technology amplifies their judgement rather than replacing it.”

Alex Warren, author of Spin Machines and Head of Marketing at Wildfire

“In terms of the skills PR people need, I’ve been using the term ‘appreciation economy’ a lot. Essentially, that means that the real value lies in knowing what ‘great’ looks like and why. With AI, anyone can generate words, ideas or campaigns, but only experienced pros can spot the difference between something that really works and something that just clogs up people’s feeds. The best PR agencies will use AI to do the heavy lifting, and then apply human judgement to make their work more original, more memorable, and more effective.

As long as we’re doing that, then I’m very happy to hand over all the media lists, the reporting, the rough first drafts, and the copy reviews. What’s left is the good stuff — the creativity and consultancy — they’re the bits that actually require a brain. And they’re also the skills we should be focusing on.”

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