Public relations professionals are increasingly expected to master generative artificial intelligence (AI), while anchoring their work on collaborative and ethical practices.
A study commissioned by the Public Relations Society of the Philippines (PRSP) found that “The future (of PR) requires balancing generative AI tools for speed and organization with human creativity and emotional intelligence to avoid robotic content saturation.”
In addition, active collaboration and integration with marketing and advertising — now increasingly powered by AI — have become necessary to execute programs, even as PR maintains “distinct, long-term reputation goals.” Strict ethics was also found to be the foundation of respect for the profession.
“PR has shifted from traditional media relations and meeting news deadlines to focusing heavily on (almost) real-time management of reputation. The media landscape is now a 24/7 digital stream where anyone can break news, making platforms like Facebook, X, and Reddit essential for crisis monitoring,” said Prof. Jojo M. Villamin, who led the research team.
The study, called “The Praxis Paradox: A Structural Audit of the Mismatch between Academic Foundations and Professional PR Practices in the Philippines,” was conducted by the San Beda Junior Marketing Association (SBJMA) under a partnership between PRSP and San Beda University through “The Marketing Lab.”. Prof. Villamin was aided by SBJMA members Ciaz Victoria and Cheska Torrevillas as well as SBJMA adviser and SBU Marketing Management Chair Greg Borja.
The team conducted a series of Focus Group Discussions with key officials of PRSP, International Association of Business Communicators, International Public Relations Association, and some members of the academe.
Complete results and recommendations will be presented at the 33rd National PR Congress, to be held on September 17 and 18 at Solaire Resort North. Get the whole picture.
