Description

How does AI fit into a profession as deeply human-centric as public relations? Valerie Fields, a leading expert with 30 years of industry and teaching experience, breaks down how AI is reshaping PR— from drafting press releases in seconds to navigating AI-driven crises—while sharing strategies to prepare students for a field where human creativity, critical thinking, and trust continue to be essential. Designed for educators guiding the next wave of communication leaders, this episode delivers insights that matter. 

Summary

Valerie Fields, a public relations professional with over 30 years of experience as both a practitioner and educator, examines the evolving role of AI in public relations and its implications for the skills future industry leaders will need.

The episode outlines practical approaches for incorporating AI-driven tools into classroom teaching while emphasizing foundational values such as trust, authenticity, and relationship-building. Fields also discusses ways educators can adjust their curricula to address emerging trends, ensuring students are equipped to integrate innovation into their work while maintaining creativity and meaningful communication.

This overview is particularly relevant for professors focused on preparing students for an industry that merges technological advancements with the enduring importance of human connection.

 What We Talk About

Here’s what’s covered in the episode:

• Balancing technology and humanity: Exploring how PR professionals can use AI as a tool without losing focus on the human connection, trust, and strategic creativity that define the field.
• AI’s impact on PR: Discussing how AI is transforming public relations through enhanced efficiency, while underlining the importance of foundational skills and the dangers of over-reliance on automation.
• Social change and ethics: Preparing students to work authentically and ethically in an environment influenced by societal, political, and economic shifts.
• Skills for future professionals: The essential skills students need to thrive in the industry, including critical thinking, ethical decision-making, and adaptive storytelling in the context of technological advancement.
• Experiential learning in education: Leveraging real-world projects and service-learning experiences to help students bridge the gap between theory and practice.
• AI's potential for mistakes: How PR professionals can counteract AI's errors, like fabricated information, to maintain accuracy and credibility.
• Relevance of press releases: Highlighting the adaptability and continued usefulness of press releases as a key tool for communication, even in the digital age.

 About the Author

With nearly 30 years of experience as a PR practitioner and educator, Valerie “VK” Fields brings a unique blend of real-world expertise and academic insight to her work. As a senior lecturer at the University of North Carolina at Chapel Hill's School of Media and Journalism, she has spent 18 years equipping students with the skills to succeed in the evolving PR landscape.

She is the founder of PR Pros, a Raleigh-based, award-winning agency that has partnered with high-profile clients like McDonald’s and Disney to deliver effective communication strategies. VK is also the author of Public Relations Writing: Essential Tools for Effective Storytelling, a trusted resource for aspiring PR professionals.

Dedicated to ethical, human-centered communication, VK combines creativity and strategy to inspire the next generation of PR storytellers. 

This episode brought to you by Sage Vantage. Learn more at collegepublishing.sagepub.com/vantage.