AI Will Change How We Recruit, Train & Develop Our People. It’s About Time!
In this guest post, Icon’s director of technology, David Radestock (lead image), argues AI is set to fundamentally change how we recruit, train and develop junior staff…
Almost everyone in PR over 30 (ish) has a story of how they started, which is unrecognisable today. For me, it is laminating coverage reports before client meetings. I hated that laminating machine. For others slightly older, the most common seems to be cutting out print coverage and faxing it to clients.
For today’s generation of juniors, those stories may include building media lists, typing out pitches and press releases, or spending hours on end pulling together research for new business pitches. All of these tasks are being disrupted by AI, and may soon be a case of a quick proof before moving on to the next thing.
The issue, of course, is that these tasks take up a lot of time for junior staff at PR agencies. They’re often billable, which helps pay an employee’s salary, and they provide a good grounding of the basics, which then inform the higher value work consultants do later in their careers.
If they’re largely automated, what replaces them for the next generation of talent? The typical answer is that AI opens up more opportunities for high-value work – undoubtedly true, but less relevant for those fresh into the industry, without the experience or knowledge to immediately do that higher-value work.
So how to ensure a strong pipeline of talent into the communications and PR industry without leaving them with little to do and even less hope of learning the skills to serve them in the coming years and decades?
The answer is a complete realignment in how we recruit, train, and develop junior staff. Simply tweaking the existing model only throws up more challenges. Reimagining it, focusing initially on three aspects, is much more likely to secure the future of the industry.
Look for diversity of backgrounds
This isn’t about diversity of gender, race, or class, although these are certainly issues to be confronted in the PR industry, but rather the skills and education expected of junior staff. Demonstration of creativity, strategic thinking, and even an ability to sell should be prioritised over more traditional ‘PR skills’.
Most conspicuously, this means moving away from PR degrees, and perhaps degrees altogether. Education that teaches those abilities above, as well as softer skills around empathy, people management, and collaboration, should be prioritised over vocational courses or an impressive institution.
Design recruitment to test what AI can’t do
I was recently asked at the end of a new business pitch what the purpose of a PR consultant was, now AI could write press releases and pitches, blogs and social content. After a brief pause where I considered the value of my entire career, I explained that while AI can effectively summarise information that already exists, the value of communications professionals was crafting new stories, of finding the tiny sliver of space not already flooded by language and narrative.
It is this ability (to craft an original story, not ramble through an answer substantiating your professional existence) that should form the foundation of junior-level PR recruitment.
Rather than ask a graduate to draft a press release, pitch, or influencer approach, we should be asking for a short story, a small collection of poetry, and a half-page biography in the style of Joel Golby. We may need a ChatGPT detector (it does a great job of that final one, in particular), but it would at least provide a different perspective on candidates.
Change training and pathways
When new junior staff members have been recruited (ideally having completed both a 6-week woodworking course and a dystopian novella), simply throwing them into the same old environment won’t cut it.
Training and upskilling need to focus on consultancy, not execution. Account Coordinators need to understand client service, strategy, creativity, and audience insights from day one. They’ll also need to know how to proof an AI-generated press release and confirm the automated journalist management software hasn’t misunderstood a command, but this will form a much smaller part of their role.
This will do more than shift the onboarding process. It could, and perhaps should, disrupt the entire structure of PR agencies, with less linear pathways and junior staff having the opportunity to play more senior roles in a specialist area much quicker than they do today.
For those who have spent decades building a career in the communications industry, working long hours on some of the most boring tasks known to humanity, this can appear confronting. But it is the reality, and the sooner we embrace it, the faster we can benefit from it.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.