Not many books reach bestseller status three months before any copies are released. But for Ben Verinder and Stephen Waddington, co-editors of AI for Public Relations, that is exactly what happened. Proof, if it was needed, that the industry has been waiting for this conversation.

What began as a shared concern about the risks AI posed to public relations quickly grew into a blueprint for managing them. After two years of work and input from leading practitioners, Ben and Stephen published AI for Public Relations, with all royalties going to Socially Mobile, a programme Stephen founded with his wife and former PR in The Real World guest, Sarah, aimed at helping mid-career practitioners from underrepresented backgrounds advance into senior roles.

In this episode, Ben and Stephen sit down with Tony for an honest discussion about the book and why they believe the industry needs it more than ever. Pause and reflect before you hand over your thinking: at the core of their book, AI for Public Relations, is Ben’s concept of system zero thinking. This involves professionals adopting AI without stopping to question what might be lost in the process. As Ben and Stephen explain, there is always a trade-off with AI, and understanding that trade-off is what separates credible deployment from reckless adoption.

Understanding how AI works beneath the surface is essential for using the tool effectively. Therefore, when creating the book, they turned to Andrew Buce Smith, an AI PR and communications technologist at the forefront of the field from the start. Andrew took on what Ben describes as ‘the hardest chapter to write’ and broke down everything in a way that any practitioner could understand and apply.

Using AI alone is not enough: most PR teams use AI on an individual basis, with little consideration of its potential in collaborative settings. Ben and Stephen are concerned that this is where adoption is falling short. The real benefit of AI occurs when teams design workflows collaboratively and strategise about how the technology can fit into their operations. As Ben explains, the frameworks to achieve this are not as complicated as many believe.

The data opportunity is greater than most realise: for years, PR professionals have struggled to demonstrate value to management. Ben and Stephen argue that AI has the power to change that. AI excels at analysing large volumes of data, detecting patterns, and linking results directly to organisational goals. However, it is vital to recognise the limitations— the quality of input determines the quality of output.

The human cost of widespread adoption warrants greater attention: it’s easy to focus on AI’s potential but equally important to consider what it might take away. If junior roles start to disappear and mid-level positions become hollowed out, what happens to the knowledge and experience traditionally passed down through teams? Ben and Stephen don’t have all the answers – nor do the contributors of the book – but they emphasise that the industry cannot continue adopting AI rapidly without reflecting on what it means for its people.

Ben and Stephen’s shared career experience shows that the best response to AI isn’t blind enthusiasm or silent resistance. It’s curiosity, critical thinking, and a willingness to ask difficult questions.

AI for Public Relations is available now. To hear the full conversation, watch or listen on Apple Podcasts, Spotify, or YouTube.

Listen to Ben and Stephen’s episode now!