#30 Harnessing AI in Digital PR with Alex Cassidy

In this episode of the Digital PR Podcast, we’re joined by Alex Cassidy, Head of Digital PR at Distinctly, to talk about all things AI and how it’s reshaping our industry. From setting up an internal AI task force to exploring the limits (and risks) of generative tools, Alex shares his view on what’s working, what isn’t, and why human insight still matters. We dig into how AI can be used to sharpen headlines, streamline processes, and even build out creative tools – while also questioning where it might be harming originality or undermining trust. Join us for a conversation that challenges traditional PR practices as we know them!

00:01:03 - Alex Cassidy: Alex shares his career journey from sports journalism, to digital PR, to his current role at Distinctly.

00:02:43 - Implementing AI in the Team: Discussion on approach to using AI tools, addressing initial fears and the formation of a task force to explore AI's potential.

00:05:50 - Early Adopters vs. Skeptics: Reflection on levels of comfort with AI, highlighting the differences between early adopters and those hesitant to embrace new technology.

00:10:01 - Practical Applications of AI: Exploration of specific AI tools and their applications in digital PR, including the creation of a tool for generating subject lines and headlines.

00:14:51 - Limitations of AI in Idea Generation: Alex discusses the challenges of using AI for original idea generation, emphasising the importance of human creativity and understanding in the PR process.

00:22:50 - Future of AI in Digital PR: A look ahead at the potential evolution of AI in the industry, considering the balance between automation and the essential human element in PR work.

00:27:08 - Concerns About AI's Impact on the Industry: Discussion on the risks AI poses to the digital PR ecosystem, including the potential for content quality decline and the importance of maintaining robust relationships with journalists.

Check out the full transcript here.

-

About the Digital PR Podcast

Hosted by our very own Heads of PR, Lou and Steve, we recorded our first episode of the Digital PR Podcast back in December 2022, and have had some fascinating conversations with movers and shakers from the PR industry in the UK and further afield, sharing their knowledge and experiences.

To let us know about any topics you’d like us to cover or guests you’d like to see (maybe you’d like to be a guest yourself?) drop us a line at dprpodcast@propellernet.co.uk. If you’re really enjoying the show, make sure to rate the podcast 5 stars and leave us a review.

The Digital PR Podcast is brought to you by Propellernet and sponsored by Coverage Book. You can also watch on YouTube as a video podcast.

To check out our socials and other useful links click here.