PRCA Event Recap: PR in an Age of AI, Accountability, and Attention

Today’s PRCA gathering brought together communicators, brand leaders, journalists, and technologists for a full-day examination of where our industry is headed. From opening keynotes through closing roundtables covering AI, disinformation, measurement, creative effectiveness, crisis readiness, and talent. One theme was constant: AI is accelerating the work, but trust is still the currency. The winners will combine automation with distinctly human strengths: judgement, transparency, and empathy.

PRCA Panel Recap: The Death of ‘Spin’—Why AI Is Making PR More Human

Our CEO, Mazen Nahawi joined the panel “The Death of ‘Spin’: PR and Communications in an Age of Disinformation”, to unpack how AI, misinformation, and public trust are reshaping the craft of communications. The sharpest takeaway? Humans who learn to work with AI will outpace those who reject it – not because machines replace judgement, but because they amplify it. Our analysis below distils the discussion from the promise and pitfalls of AI to practical ways comms teams can defend truth and deepen trust.

The keynote speakers noted: “If AI is the engine, humanity is the steering.” Their message underscored that AI relies on human input. The knowledge, effort, and direction provided by people to function effectively and deliver meaningful outcomes. The event closed on a simple premise: technology will keep changing; audiences will keep testing us. What earns trust is unchanged: listening first, telling the truth, correcting quickly, and treating people with dignity. AI doesn’t replace that work; it forces us to prioritise it.

Key Insights from the Event

• AI kills “spin,” elevates substance – Generative tools make low-effort messaging easy and instantly detectable. Authenticity, clarity, and verifiable facts become competitive advantages. Comms that start with audience needs (not brand talking points) perform best when scaled by AI.

• Truth requires systems, not slogans – In an age of synthetic media, process beats promises. Panellists urged teams to adopt human-in-the-loop reviews, source provenance, fact-check workflows, and content-labelling practices. Credibility becomes an operational discipline, not a one-off campaign line.

• Measurement moves from volume to value – AI supercharges listening across-channel sentiment, narrative velocity, and misinformation mapping. The point isn’t “more dashboards”; it’s fewer, better decisions: intervene earlier, retire tired narratives, and invest in messages that actually shift behaviour.

• AI makes space for what only humans can do – When machines draft and sort, humans can ask better questions: “Is this helpful? Is it fair? What might this message do to vulnerable groups?” The craft evolves from output to outcomes, from message control to relationship stewardship.

• Skills are changing…fast – Writing remains table stakes, but editorial judgement, issue mapping, data literacy, and ethical reasoning are the new power skills. Teams that train broadly and often will adapt fastest because tools will change; principles shouldn’t.

The discussions also highlighted why gatherings like PRCA MENA Annual Conference 2025 are so important for our region. Communications here are evolving at remarkable speed. Driven by rapid digital adoption, shifting audience behaviours, and the global spotlight on MENA economies. In this fast-changing landscape, having a forum where agencies, brands, and leaders can exchange ideas, debate challenges, and raise professional standards is essential. By convening these voices, PRCA is helping the MENA PR & Comms industry not just respond to change, but shape the pace of it.