AI FOR
PUBLIC
RELATIONS. 

A HOW-TO GUIDE FOR IMPLEMENTATION AND MANAGEMENT

Edited by Stephen Waddington and Ben Verinder

Published by Kogan Page, May 2026. 288 pages. Paperback £29.99.
Also available as an ebook.

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About the book

AI for Public Relations is a practical guide for mid-career PR managers and agency professionals who want to build credibility and integrate AI tools into everyday practice.

As AI reshapes content creation, planning, measurement and reputation management, the book shows how to apply proven principles and implement the right frameworks to optimise workflows while protecting trust.

It brings together expert contributors to explain what AI means for operational delivery, stakeholder engagement and long-term strategic planning. Through detailed chapters and actionable tools, it provides clear guidance for navigating risk, enhancing capability and developing an informed, future-focused public relations function.

The book is the conclusion of a two-year project. It is also the start of a much bigger conversation for the corporate communications and public relations industry.

Who is it for?

The book is written for practitioners with responsibility for making AI work in practice. Heads of communications and corporate affairs. Agency leaders and consultants. Mid-career managers building the case for investment and governance within their organisations.

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Inside the book

  • Chapter 1: AI in public relations: key challenges and opportunities (Ben Verinder and Stephen Waddington)

  • Chapter 2: Understanding the AI technology and tools landscape for public relations (Andrew Bruce Smith)

  • Chapter 3: The impact of AI on the future of public relations practice (Stephen Waddington)

  • Chapter 4: Using AI in content creation (Gay Flashman)

  • Chapter 5: Generative engine optimisation (GEO): AI visibility, reputation and the machine layer (Stephen Waddington)

  • Chapter 6: AI in planning and measurement (Richard Bagnall and Paul Hender)

  • Chapter 7: AI and public relations management (Farzana Baduel, Stephen Waddington and Ben Verinder)

  • Chapter 8: Building AI-ready teams (Antony Mayfield)

  • Chapter 9: AI adoption in an agency environment (Jeff Beringer and Jonny Bentwood)

  • Chapter 10: AI adoption within in-house teams (Serena Mitchell)

  • Chapter 11: Developing, implementing and measuring your AI policy (Amy Mollett)

  • Chapter 12: Managing the technical and operational risks of AI use (Ben Verinder)

  • Chapter 13: Managing the behavioural and systemic risks of AI use (Ben Verinder)

  • Chapter 14: How to manage AI vendor relationships (Will Julian-Vicary)

  • Chapter 15: The contribution of public relations to shaping AI's role (Anne Gregory and Swati Virmani)

  • Chapter 16: The future of public relations in the age of AI (Ben Verinder and Stephen Waddington)

Endorsements

  • "There is no shortage of commentary about AI. What has been missing is a serious, practical handbook for communications professionals. This book is it."

    Simon Baugh CBE, Founder, Kingsford Strategy and former Chief Executive, UK Government Communications

  • “Verinder and Waddington chose the impossible task of producing an AI book with relevant staying power in a time of breakneck change, and they NAILED IT.”

    Johna Burke, CEO and Global Managing Director, AMEC

  • "I know that I will be referring to this book time and time again for years to come.”

    Shane Canning, Head of Communications, Generative AI Laboratory (GAIL), The University of Edinburgh

  • New List Ite“As we have been arguing for years, AI is proving transformative for all kinds of work. If you are leading a public relations team, educating future professionals, or want to understand how to develop your own practice and plan your own future, this book will give you the orientation you need.” m

    Alastair Macapra, CEO, CIPR

  • “Yes, I know there are a million books you can read about AI, but this is a great one”

    Danielle Morgan, Director of Marketing, Renaissance Learning

Author proceeds support Socially Mobile

All author proceeds from the book are donated to Socially Mobile, the community interest company founded by Sarah Waddington CBE and Stephen Waddington in 2021. Socially Mobile supports UK public relations practitioners from under-represented backgrounds to progress into management roles.

Learn more at sociallymobile.org.uk

Bulk orders

Buying for your team? Kogan Page offers discounts on bulk orders. Contact us and we can arrange signed copies or a session with the editors alongside your order.