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Skills and Competencies: How the Role of PR Is Changing (and How You Can Stay Afloat)

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40 minutes June 4, 2026

In this candid conversation, leaders of agencies and in-house comms teams discuss today's confusing job market through the lens of AI. They'll cover the skillsets they're hiring for, the roles they're phasing out and the hybrid human-AI skills every communicator needs to stay indispensable. AI is the new baseline—and here's what's next: The Top AI-Impacted Skills: From project management to data literacy, the top skills…

In this candid conversation, leaders of agencies and in-house comms teams discuss today's confusing job market through the lens of AI. They'll cover the skillsets they're hiring for, the roles they're phasing out and the hybrid human-AI skills every communicator needs to stay indispensable. AI is the new baseline—and here's what's next:

  • The Top AI-Impacted Skills: From project management to data literacy, the top skills that hiring managers are searching and training for now.
  • What Agencies Value Most: Why hybrid thinkers (part creative, part analyst, part technologist) are in demand to elevate work beyond the machines.
  • Entry Level Upset: Why AI is absorbing the classic "first job" workload and what leaders are doing to rebuild pipelines, redesign early career goals and avoid a future talent drought.
  • Future-Proofing Your Team (and Yourself): Practical stepss you can take to reskill, upskill and align your expertise with where the industry is heading.
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