To understand the new adaptations taken by the PR Industry, e4m PR and Corp Comm has come up with the'PR Outlook for 2022' series, where PR industry stalwarts share their views on the shift the industry is experiencing towards digitalisation and AI, the transition, current trends, future of the PR industry, and more. In this edition, we spoke to, Kunal Kishore, Founder-Director at Value 360 Communications, talks about how the podcast has become an important tool for PR professionals to communicate and how AI is helping in multi-media content distribution. According to you, what are some of the upcoming trends in the PR industry? What are some of the opportunities and challenges you faced so far in 2022? Technological adoption is perhaps the top trend shaping the industry and we have invested heavily in comms tech through ClanConnect.

If there's anything that can be said for 2020, it's a year of upheaval turning everything we know on its head. This is true for the public relations industry as much as anything. While the tides of change have been swirling for a while now, it's more evident than ever that we're on the cusp of a major reckoning in how we do our jobs – and the tools we use to do them. There have been noble and creative attempts at introducing technology into the PR workflow for decades, mostly static media databases, stylized measurement dashboards, endless monitoring tools, influencer databases and social media management platforms. But uptake has been slow and performance uneven.

Artificial intelligence has promised to revolutionize our lives, taking over the mundane tasks of daily existence, from prewriting "smart" email replies to driving our car through rush hour traffic. In the PR realm, AI has been touted as equal parts something to celebrate (no more manual coverage reports!) and fear (er, so long, means of employment). But the truth, as usual, lies somewhere in between. Some form of intelligent technology is already embedded in the PR industry, from the tools we use to find new audiences and monitor evolving conversations to modern media placement. Bloomberg News uses AI to generate coverage on some 3,500 earnings reports every quarter.

Artificial Intelligence is not giant robots or world-governing machines with intelligence beyond that of a human; AI is basically the development of programs and computer systems to automate tasks with minor interference by an individual. With the availability of an incredible amount of data, AI is the power that will help bipedal tame it. It is gradually transforming every industry, even the Public Relations industry.

With the House of Lords having reported in the opportunities and threats posed by artificial intelligence (AI), I have asked what my sector – the PR industry – is doing in anticipation of AI's rise. Are the machines really coming for our jobs or will AI free us up from our time-consuming tasks so we can focus on our core strength: creativity. On 16 April, the House of Lords released its Select Committee report on the impact of AI on British life. For context, the definition of AI that it followed was; "Technologies with the ability to perform tasks that would otherwise require human intelligence, such as visual perception, speech recognition and language translation." The impact of AI on jobs, in particular, is something that has caused much discussion in recent years.

The PR industry means different things to different people. Depending on development in technology or your unique industry, public relations can be handled in any one of a dozen different ways. What never changes, however, is that every year brings a slew of huge developments to the world of PR. And 2018's shaping up to be a big year. Join us, today, as we take a look at five of the biggest issues in the world of PR right now, and how they look set to develop over the course of the next year.

A visitor holds the new LG G6 mobile phone at the Mobile World Congress on the third day of the MWC in Barcelona, on March 1, 2017. Phone makers will seek to seduce new buyers with artificial intelligence functions and other innovations at the world's biggest mobile fair starting today in Spain. The world we live in today is completely different from what it was 20 or even 10 years ago. Advancements in technology have both improved and disrupted our lives. Take, for instance, how artificial intelligence has transformed the way we communicate and get things done.We also can't overlook how machines are replacing jobs we as humans have been operating for decades.

The world we live in today is completely different from what it was 20 or even 10 years ago. Advancements in technology have both improved and disrupted our lives. Take, for instance, how artificial intelligence has transformed the way we communicate and get things done.We also can't overlook how machines are replacing jobs we as humans have been operating for decades. If Siri can answer our questions and Uber can develop self-driving cars, what's next on the horizon for AI? AI will soon have a significant impact on the public relations industry. But the question is: Will the effect be a reduction of jobs, or an improvement of performance?