In an era where AI and automation are transforming how we work, it’s tempting to double-down solely on technical proficiency, but people skills are proving indispensable. Jason Brandt of CommPRO recently explored this dynamic in an article featuring insights from Davis+Gilbert Public Relations partner and Chair Michael Lasky, drawing on findings from our 13th Annual PR Industry Trends Report.
The article highlights one of the most striking trends identified in our latest report: although many PR firms are heavily investing in AI adoption, they are losing sight of the continued critical importance of skills such as how to grow business organically, client talent management and leadership. 76% of firms surveyed are focusing their resources on AI training, but far fewer are investing in the skills, trainings and programs that support long-term revenue and profit growth.
Michael discusses the risk of viewing AI as a substitute for human skills. As he explains, “The firms that strategically and intentionally combine artificial intelligence with human intelligence are the firms that will not just survive, but thrive.”
As CommPRO reports, soft skills are “emerging as the hardest skills to replace,” and without them, firms may struggle to fully realize the benefits of new technologies.
Read the full article below.