KUALA LUMPUR, August 1 — While artificial intelligence (AI) is revolutionising public relations through automation and data analysis, it cannot replace the emotional intelligence and strategic nuance essential to the profession, says Taylor’s University lecturer Nurun Najah Tarmidzi.
From media relations to crisis communication, PR remains rooted in empathy, cultural awareness, and human connection—traits AI cannot replicate. Despite AI’s efficiency in drafting releases and flagging risks, PR thrives on trust, timing, and storytelling finesse.
As Nurun highlights, AI should be embraced as a tool, not a threat—empowering PR practitioners to deepen impact while preserving the authentic, human-centric essence of communication.
