Communications interview prep in the age of AI

What communications leaders and employers from FGS Global to the NHS say they look for now, with practice interviews on first statements, claims, employee reach, corrections and counsel.

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Meridian · 1,000 staff · one square = 10 people · fictionalThe report says the change message reached most staff. Did it?

As reportedEach person onceMissed shifts corrected

Office · 400

Frontline · 600

Adding the channels counts 40 people twice: they opened the email and attended a briefing.

Office · 400

Frontline · 600

Each person counted once. Still unreached: 80 office and 120 frontline staff.

Office · 400

Frontline · 600

Each person counted once. Still unreached: 80 office and 240 frontline staff.

Check the reach in a practice interview

What communications leaders say AI changes

“What hasn’t changed is our obligation to integrity, accuracy, and working in the public interest.” (opens the source)
Farzana Baduel, President, CIPR · CIPR, Jun 10, 2026
The tools change; integrity, accuracy and the public interest do not. Expect to be tested on them.
“Its opportunities are significant, but so is our responsibility to ensure that its use strengthens public trust, supports organisational accountability and protects the integrity of our profession.” (opens the source)
Sarah Waddington, Chief executive, PRCA · PRCA, Undated
Using AI well means strengthening trust and accountability, not only speed.
“AI is not managing the risk” (opens the source)
Andrea Gils Monzón, PRSA board member · PRSA, Undated
The communicator, not the tool, manages the risk. Say what you checked.
“One of the most important emerging skills is knowing how to challenge AI-generated outputs.” (opens the source)
Karina Frayter, Flix North America; Page Society member, personal view · Page Society, Oct 20, 2026
Challenging an AI draft is now a core skill. Show how you would do it.
“Recognise the limitations of AI and the importance of human judgment in complex PR situations.” (opens the source)
PRCAI, Guideline 3: AI Implementation in Public Relations Consultancies · PRCAI, Undated
In India’s consultancies: know AI’s limits and when human judgement must decide.
“However, for AI to deliver its full benefits, it must be implemented with trust and ethical responsibility at its core.” (opens the source)
IoIC, AI Ethics Charter launch · IoIC, Undated
For internal communicators, AI must be used with trust and ethics at its core.
“AI tools can help communicators to get the right message, to the right audience at the right time” (opens the source)
Simon Baugh, Chief executive, Government Communication Service (2023) · Government Communication Service, Feb 8, 2023
A 2023 government view: AI can target the message, if people check it.
“We need to know how to analyze a narrative. We have to know how to pick out messages that are important and are going to resonate with the public.” (opens the source)
J.R. Hoeft, Member of PRSA’s Board of Ethics · PRSA, Undated
You still need to analyse a narrative and pick the messages that will land.

What comms employers test

What companies say they’re looking for

01 Say what the evidence supports

“For activities such as narrative development, change communication, and crisis response, consider requiring a human first draft.” (opens the source)

Karina Frayter, Flix North America; Page Society member, personal view · Page Society, Oct 20, 2026

In a crisis, write the first draft yourself and say only what the evidence supports.

“Citizens should be able to trust what they read from official government channels.” (opens the source)

Simon Baugh, Chief executive, Government Communication Service (2023) · Government Communication Service, Feb 8, 2023

Communications case · Worked answerWhat can we say at 09:15?Example

02 Keep a pilot claim within its evidence

“AI may help a communications team move faster. But if it does not make the business clearer, smarter or more effective, then it is not meeting the threshold we should be aiming for.” (opens the source)

Michael Neumeier, Chief executive, Arketi Group; Page Society member, personal view · Page Society, Jul 21, 2026

A faster draft is not a result. Claim only what the evidence shows the work achieved.

“The objective of this paper is not to advocate uncritical adoption, nor to present AI as a replacement for professional judgement.” (opens the source)

PRCA, AI Green Paper, Chapter 1 · PRCA, Undated

Communications case · Worked answerCan we claim a 25% productivity gain?Example

03 Reach the people who must act

“Seek out, draft and obtain approval for weekly stories, creating versions for external and internal communications channels” (opens the source)

Barnsley Hospital NHS Foundation Trust, Communications and Media Officer job advert · Barnsley Hospital NHS Foundation Trust, Undated

Write each version for the people who must act on it, then check it reached them.

“You'll enjoy working with people, asking questions, solving problems and turning complex information into clear and engaging communications.” (opens the source)

Unilever Careers, Industrial Placement in Communications and Corporate Affairs (CCAS) · Unilever, Undated

Communications case · Worked answerDid the change message reach 84% of staff?Example

04 Correct the fact that matters

“Handle complex media enquiries and support reputation management” (opens the source)

Barnsley Hospital NHS Foundation Trust, Communications and Media Officer job advert · Barnsley Hospital NHS Foundation Trust, Undated

Correct the fact that matters, and own the words you put your name to.

“this guide will help practitioners use AI with confidence and stay accountable for the work they put their name to.” (opens the source)

Farzana Baduel, President, CIPR · CIPR, Jun 10, 2026

Communications case · Worked answerWhich part of the story needs a correction?Example

05 Protect time for the difficult conversation

“There is a very real need to not only harness AI tools effectively but to use this opportunity to assume a more strategic role.” (opens the source)

Anne Gregory, Co-author of CIPR’s AI in PR report · CIPR, Sep 19, 2023

Spend the time AI saves on the counsel only you can give.

“Without this knowledge, the community of public relations practitioners risks omitting the essential human element it is meant to serve.” (opens the source)

Mark Dvorak, 2023 chair of PRSA’s Board of Ethics · PRSA, Nov 20, 2023

Communications case · Worked answerWhat should fill the 30 minutes AI saves?Example

Sources

Farzana Baduel, President, CIPR, at the time. CIPR, “CIPR publishes new best practice guide on Responsible AI Use in PR”, Jun 10, 2026. Open the source. Checked against the published text.
Sarah Waddington, Chief executive, PRCA, at the time. PRCA, “PRCA AI Green Paper: Setting the Standard for Responsible AI”, Undated. Open the source. Checked against the published text.
Andrea Gils Monzón, PRSA board member, at the time. PRSA, “S&T Live Recap: Ethics, Trust and the Human Role in AI-Powered PR”, Undated. Open the source. Checked against the published text.
Karina Frayter, Flix North America; Page Society member, personal view, at the time. Page Society, “The Hidden Risk of AI: The Illusion of Expertise”, Oct 20, 2026. Open the source. Checked against the published text.
PRCAI, Guideline 3: AI Implementation in Public Relations Consultancies, at the time. PRCAI, “Client-Consultancy Partnership Charter and Guidelines for Code of Conduct, Guideline 3: AI Implementation in Public Relations Consultancies”, Undated. Open the source. Checked against the published text.
IoIC, AI Ethics Charter launch, at the time. IoIC, “IoIC Launches AI Ethics Charter for Internal Communicators”, Undated. Open the source. Checked against the published text.
Simon Baugh, Chief executive, Government Communication Service (2023), at the time. Government Communication Service, “Simon Baugh's speech to the OECD”, Feb 8, 2023. Open the source. Checked against the published text.
J.R. Hoeft, Member of PRSA’s Board of Ethics, at the time. PRSA, “S&T Live Recap: Ethics, Trust and the Human Role in AI-Powered PR”, Undated. Open the source. Checked against the published text.
Michael Neumeier, Chief executive, Arketi Group; Page Society member, personal view, at the time. Page Society, “CCOs Have Earned Influence. Now Comes the Harder Part.”, Jul 21, 2026. Open the source. Checked against the published text.
PRCA, AI Green Paper, Chapter 1, at the time. PRCA, “PRCA AI Green Paper: Setting the Standard for Responsible AI”, Undated. Open the source. Checked against the published text.
Barnsley Hospital NHS Foundation Trust, Communications and Media Officer job advert, at the time. Barnsley Hospital NHS Foundation Trust, “Communications and Media Officer (NHS Jobs advert C9163-1074E-08-25)”, Undated. Open the source. Checked against the published text.
Unilever Careers, Industrial Placement in Communications and Corporate Affairs (CCAS), at the time. Unilever, “Industrial Placement in Communications and Corporate Affairs (CCAS)”, Undated. Open the source. Checked against the published text.
Anne Gregory, Co-author of CIPR’s AI in PR report, at the time. CIPR, “Humans Needed More Than Ever; New CIPR AI in PR report finds AI tools assisting with 40% of PR tasks”, Sep 19, 2023. Open the source. Checked against the published text.
Mark Dvorak, 2023 chair of PRSA’s Board of Ethics, at the time. PRSA, “PRSA Releases Guidance on Artificial Intelligence”, Nov 20, 2023. Open the source. Checked against the published text.

Last reviewed Nov 11, 2026

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