Communication Capability Pathway
AI in PR Capability Pathway
PR Strategy & Evaluation
Situational intelligence has always been at the forefront of our work as we develop strategies that support organisational outcomes. Understanding our situation, our stakeholders and communities, and the wider circumstances that will inform or undermine our strategic intent is fundamental to good practice.
AI enhances that capability. Used well, it can supercharge our ability to understand the world in which our organisations operate, help us look beyond the mountains and identify what is coming over the horizon.
From Signals to Strategy explores the ethical and practical use of AI to build exceptional situational intelligence. We will look at how AI can help us investigate operating environments, deepen our understanding of stakeholders and communities, interrogate evidence, listen and monitor at scale, uncover patterns and identify the signals, shifts, emerging issues and risks that matter.
For those working in the public sector, this capability is particularly important. Decisions and strategies can too easily be shaped by assumptions about communities, public sentiment, behaviour and need. AI provides new opportunities to test those assumptions, draw on a wider range of evidence and perspectives, and develop a richer understanding of the people and circumstances affected by policy, services and decisions.
Session overview
Write your awesome label here.
Whether you are a public sector professional, consultancy lead, independent advisor, working hard for your not-for-profit or part of an in-house team, the session will show how AI can support research, stakeholder and community understanding, listening, sentiment and analysis, while helping you question the technology and its results.
We examine where AI can mislead, what automated analysis can miss and why context, verification, ethics and professional judgement remain essential. We will also consider the changing search and information environment, including GEO and the growing influence of AI-generated answers on how organisations, issues and causes are found, described and understood.
The focus throughout is on moving beyond information and monitoring towards intelligence: turning evidence, insight and analysis into a stronger understanding of the situation and using that intelligence to develop relevant, successful strategies.
