The Human Touch in a Digital World: How AI is Changing Public Relations | Mira Business FM

On today's show, presented by Mira Business FM, we're joined by James Henderson, founder of Soho Communications in London and JBHPR in Dubai. We'll be diving into the evolving world of Public Relations and its intersection with Artificial Intelligence. James shares his extensive experience and discusses how AI is impacting the industry, from drafting press releases to research.

00:10 - Introduction of guest James Henderson, founder of Soho Communications and JBHPR.

00:33 - Discussion on the two professions: PR and AI.

01:11 - The finding that 75% of PR professionals had integrated AI into their workflow by mid-2025.

01:58 - Signs that a press release is AI-generated.

02:24 - A look back at the PR industry 40 years ago and its core values.

03:00 - The importance of human touch in PR and the challenges of AI.

04:14 - Discussion on the client's perspective of PR.

05:46 - The role of a good PR in building a brand's narrative.

07:05 - Comparing PR in London and Dubai.

09:12 - How PR professionals can embrace AI to improve their work.

11:30 - The importance of human connection in building relationships with journalists.

13:20 - Discussion on the future of PR and AI.

15:45 - The role of creativity and original thought in a world of AI.

17:30 - The ethical considerations of using AI in PR.

19:00 - Final thoughts and wrap-up with James Henderson.