WBJ: In the age of artificial intelligence, is public relations still needed by businesses?

Lidia Piekarska-Juszczyk: Despite the rapid development of artificial intelligence (AI), PR remains indispensable for businesses. AI is transforming and streamlining many elements of communication, automating repetitive tasks such as press release distribution and media monitoring. This efficiency allows professionals to focus on the creative and strategic aspects of their work – the areas where reputation is built and trust is earned. Research shows that companies using AI tools achieve stronger visibility and brand recognition, as these technologies enable greater personalization, faster data analysis, and more effective monitoring.

Yet, AI cannot replace  human judgment, empathy, or credibility – especially during crises, when authenticity and real dialogue matter most. 

How has the PR and communications landscape in Poland evolved over the last decade?

The industry has become more dynamic, multidimensional, and digital. Ten years ago, media relations were still the backbone of communication, while today we operate in a complex ecosystem of traditional media, social platforms, influencers, and direct stakeholder engagement. The speed of information flow has increased dramatically. At the same time, transparency and accountability have become non-negotiable for investors, stakeholders, clients, and local communities. PR today is much more strategic, integrated, and long term than it used to be.

What are the biggest challenges businesses face today in shaping their reputation?

Companies must communicate with multiple audiences – from clients and employees to regulators and the general public – across dozens of channels. Each expects messages that are relevant, credible, and consistent with corporate values. At the same time, businesses operate in an environment of growing misinformation and fake news, where false narratives can spread faster than facts. In this context, PR agencies monitor risks, correct false content, and ensure accurate information reaches the public. Another challenge is polarization – public debate is highly divided. The pressure for instant reactions, especially online, makes it difficult to balance speed with thoughtful, responsible messaging.

Digital transformation has changed the industry. How do you see the role of PR in this new environment?

A single post can build or damage a reputation in minutes. PR therefore plays the role of a strategic integrator – ensuring that digital actions are aligned with broader business goals. The task of PR professionals is not only to create content, but also to monitor sentiment, anticipate risks, and guide organizations through a rapidly changing digital environment. Data analytics and AI tools help but at the core remain strategy, trust, and human interpretation.

ESG and sustainability have become buzzwords. From your perspective, how can PR contribute to meaningful communication in these areas?

Sustainability cannot be reduced to slogans. Stakeholders, especially younger generations, expect concrete actions and measurable results. The role of PR is to make these actions understandable and credible. This means translating technical language into messages that resonate with communities, employees, and investors. It also means identifying inconsistencies – greenwashing is quickly exposed. PR can help companies integrate ESG into their identity, not just their marketing.

This year Beyond Public Relations celebrates its 10th anniversary. Looking back, what has shaped the agency most strongly?

The past decade has been a journey of continuous growth and adaptation. Our guiding principle can be expressed through the motto by John Powell: “Communication works for those who work at it.” This perfectly reflects our belief that effective communication requires dedication, consistency, and responsibility. While many people still imagine PR as sipping champagne at glamorous parties, the reality is quite the opposite – it is hard, everyday work that demands focus, precision, and the ability to operate under pressure. What has shaped us most strongly has been the diversity of projects we have managed and the stakeholders we have worked with – from public institutions and international corporations to local businesses and NGOs. Each experience has reinforced our conviction that public relations is not merely about visibility but about building trust, fostering dialogue, and creating long-term value.

Looking ahead, what trends will define the PR industry in the next five to ten years?

PR will continue to evolve  with greater use of AI-powered analytics, data-driven insights, and immersive formats. Yet the more digital the world becomes, the more valuable authentic, personal interaction will be. PR will serve as a bridge between technology and humanity – helping organizations remain transparent, responsible, and human in their communication.

Equally important will be the rise of ESG: sustainability and social responsibility will move from being optional initiatives to central elements of corporate reputation and competitiveness. We will also see a deeper integration of PR with marketing and other business functions, making it a core component of broader corporate strategy rather than a standalone discipline. Finally, audiences will increasingly expect honest and meaningful storytelling from brands, reinforcing authenticity and transparency as defining principles of communication.  

BIO

Lidia Piekarska-Juszczyk is the founder and Head of PR at Beyond Public Relations, with over 18 years of experience in strategic communication. She holds a degree in International Relations from the University of Łódź, studied sociology at the Université de Nantes, and completed postgraduate studies at the London School of Public Relations.

Her expertise spans strategic advisory, corporate communications, media relations, crisis and internal communication, social media, B2B communication, event management, and media monitoring. Over her career, she has led more than 100 communication projects for public institutions, private companies, and international corporations.

Lidia is a member of the Urban Land Institute and the Polish Association of Public Relations, actively promoting ethical standards and industry dialogue. Her work has earned several awards for creativity and effectiveness, and in 2022 she was a finalist in the TOP Woman in Real Estate competition in the “PR & Marketing” category.