In this episode, I sit down with Laura Wall, CEO of the Public Relations Institute of Ireland, to talk about what AI really means for the future of PR and communications. From AI literacy gaps to agentic workflows and the EU AI Act, we cover the big shifts happening right now — and why human judgment has never mattered more.
AI Is the Conversation in PR Right Now
When Laura Wall took the helm as CEO of the Public Relations Institute of Ireland, AI wasn’t just a topic on the agenda — it was the agenda. As she put it, no matter who she meets, AI is almost always the first or second thing that comes up. Their May conference was themed “A Human After All” — exploring what the human role looks like for communicators in this new AI world. That framing really resonates with me.
The Skills Gap Is Real — But So Is the Opportunity
Laura is very open about the fact that AI literacy is uneven across the communications sector. Universities are implementing AI differently, and some graduates are arriving into the industry without the confidence or fluency that employers are looking for. The PRII’s response? They overhauled and relaunched their AI and digital certificate — and it was oversubscribed with a waiting list when they ran it earlier this year. They’re running it again in October. That tells you everything about the demand.
What I love about Laura’s take is that she doesn’t see AI as a threat to communicators — she sees it as a spotlight on the skills we already have:
- Human judgment and professional expertise
- Deep creativity rooted in lived experience
- Storytelling and trust-building
- Ethical decision-making
These are the things AI cannot replicate. And frankly, even the frontier AI companies are paying big money for marketing and comms talent right now — because those are the skills needed to train the models themselves.
Agentic AI and What It Means for PR Teams
We also got into agentic AI, which Laura rightly points out is becoming mainstream. She made a really important observation: we’ll likely see flatter structures with fewer people managing greater output. The senior strategic layer becomes more valuable, but there’s a real risk of hollowing out junior-level opportunities. The PRII is watching the jobs market closely, and Laura is pushing for course directors across Irish communications programmes to embed AI fluency into their curricula from the ground up.
Ireland, Big Tech, and the EU AI Act
With OpenAI announcing 250 jobs in Ireland and companies like Anthropic (Claude) and others making Dublin their European home, Ireland is positioning itself as a hub for AI governance. Laura sees this as an opportunity for PR and public affairs professionals — helping organisations communicate their AI compliance and governance clearly and ethically. The EU AI Act comes into force on 2 August, and communications professionals are going to be essential in translating that complexity for the public.
Human in the Lead — Not Just in the Loop
Laura shared a phrase she picked up at an event that has really stuck with her — and honestly, it’s stuck with me too: it’s not “human in the loop”, it’s “human in the lead.” We cannot position artificial intelligence on the same level as human intelligence. The tools will keep evolving, but people trust people — and that is not going to change.
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Key Statistics
– The PRII’s AI and digital certificate launched earlier in 2025 was oversubscribed with a waiting list.
– The certificate is being run again in October 2025 due to high demand.
– OpenAI announced the creation of 250 jobs in Ireland.
– The EU AI Act comes into force on 2 August 2025.
– Laura Wall is ten months into her role as CEO of the PRII as of July 2026.
– The PRII’s 18-month action plan is built around three pillars: modernisation, radical collaboration, and community.
About the Podcast Host
AI and Communications Specialist | Author | Podcaster | International Speaker
Joanne Sweeney is a recognised leader in digital marketing and digital transformation, specialising in the practical application of AI to enhance communication strategies. The founder of Digital Training Institute, Joanne, empowers leaders and communications professionals to leverage AI responsibly and effectively, ensuring transparency, trust, and tangible results.
She completed the Harvard Kennedy School Executive Programme in AI and Public Policy this summer before launching her fourth book AI Playbook, in September. Joanne has also published two editions of Public Sector Marketing Pro, which were preceded by her first title, Social Media Under Investigation Law Enforcement and the Social Web.
Her books have become go-to resources for governments, public sector and policing agencies, as well as marketing and communications professionals, all navigating the challenges of the changing Internet.
Joanne is the host of the AI SIX Podcast, a daily six-minute podcast that provides actionable insights, expert interviews, and practical advice to help professionals navigate the new world of work.
