World PR Day: Trust Remains Public Relations’ Greatest Asset in the AI Era

The rapid adoption of artificial intelligence (AI) is reshaping the public relations industry, but trust remains the profession’s most valuable asset, according to Omobolanle Ayejuni, Associate Senior Consultant at CMC Connect LLP (Perception Consulting).

In a statement to mark this year’s World PR Day, Ayejuni said AI has transformed the way communication professionals conduct research, analyse data, monitor conversations and develop communication strategies. However, she argued that technology cannot replace the trust, judgment and relationships that underpin effective public relations.

She noted that the profession has evolved beyond securing media coverage to playing a more strategic role in reputation management, stakeholder engagement, risk management and business advisory.

According to her, while AI has improved efficiency by helping practitioners organise ideas, analyse information and identify trends, clients continue to rely on trusted advisers for strategic counsel and reputation management.

Ayejuni said trust is built over time through consistency, transparency and delivering on commitments, adding that these qualities cannot be replicated by technology.

She observed that the importance of trust becomes more evident during periods of crisis, when organisations require thoughtful communication, sound judgment and experienced advisers to guide leadership through difficult decisions.

“AI can support decision-making, but it cannot replace accountability,” she said.

She encouraged communication professionals to embrace emerging technologies while continuing to develop the human skills that define strategic public relations, including emotional intelligence, active listening, ethical judgment and relationship building.

According to Ayejuni, technology should be viewed as a tool that enhances productivity and enables practitioners to focus on higher-value work requiring creativity and strategic thinking.

She urged both experienced professionals and those entering the industry to build credibility, maintain integrity and cultivate lasting relationships, arguing that these qualities will remain essential regardless of technological advancements.

Ayejuni concluded that although artificial intelligence will continue to transform communications practice, trust will remain the foundation of effective public relations and sustainable reputation management.