Adapting to change, embracing AI, and demonstrating value explored at PRCA conference

Lateefah Jean-Baptiste, Strategic Columnist.

How in-house teams can adapt to a changing industry, embrace AI responsibly, and demonstrate their value at the highest levels of leadership was explored at a session titled “The In-House Advantage: Building Future Ready Communications Teams from Within” at the PRCA UK | PA Conference 2025: Fit for the Future. 

The session was hosted by Tomos Rhys Edwards, Senior Vice President, Bank of America, and panellists included Alice Perry, Director of Political Advocacy, Aviva; Leanne Tsang, Internal Communications Manager, BT Group; Tasneem Shahpurwala, Global Communications Manager, Arup; and Suzanne Withers, Group Director, International SOS.

AI Saves Time, Humans Add Value

A recurring theme was the role of AI in shaping the future of in-house communications. Leanne warned against overreliance, noting that if everyone leans too heavily on the same tools, our outputs would all start to look and sound the same. For her, the opportunity lies in using AI to handle tasks such as summarising documents, freeing up time for higher-value strategic work like shaping long-term vision and planning.

Alice Perry pointed out that AI is already reshaping the workforce, stating in some spaces it’s contributing to the decline in entry-level roles. She acknowledged the anxiety many feel about what this means for job security, but emphasised that junior staff bring fresh perspectives and insight. No organisation, she argued, should think that AI can replace entry-level roles.

It’s no surprise that communications teams have already been using AI for tasks such as summarising documents. However, Suzanne and Tasneem urged communicators to remain mindful of the risks, particularly bias and misinformation. While AI can handle lengthy documents or automate lower-value tasks, it cannot replace human judgement. As Leanne noted, the real challenge is to use AI ethically and sustainably, showcasing the unique value humans bring while allowing technology to take on repetitive work.

Regionality Matters

Another important focus was the strength of regionalised teams. Alice stressed that there is a lot of strength in having teams outside of London.  Suzanne echoed this, highlighting the importance of empowering local spokespeople and tailoring communications to regional contexts. Tasneem agreed, adding that collaboration works best when global teams partner with local colleagues with empathy and awareness of nuance, rather than dictating from the centre.

Making the C-Suite See Your Value

The panel closed with advice on strengthening communications’ role at the top of organisations. Leanne argued that communicators must build relationships during the quiet times and, not just in crisis. She suggested proactively asking senior leaders what value they expect from communications and showing how teams can deliver it.

Finally, Tasneem reinforced the point: if the C-suite does not see communications professionals as trusted partners and advisors it can make our job a lot harder. 

Communications teams need to position themselves as consultants, not just executors.