Why Human Storytelling Still Wins: Insights from PR Expert Simran Ratnani

In recent years, artificial intelligence has rapidly begun transforming the communications and public relations industry. According to research from the Public Relations Society of America, around 76% of communications professionals now use AI tools in their daily work, including generative systems that assist with drafting content, conducting research, and analyzing large volumes of data.

Industry reports indicate that the adoption of generative AI in PR has grown dramatically, rising from roughly 28% of professionals in 2023 to nearly 75% today, illustrating how quickly these technologies are becoming embedded in everyday communication workflows.

However, the rapid expansion of AI in communications also raises questions about responsibility and ethics. According to the Global Alliance for Public Relations and Communication Management, fewer than half of organizations have established clear policies governing the responsible use of AI in communications.

At the same time, studies show that audiences increasingly expect human oversight in decisions involving artificial intelligence, especially in areas that shape public opinion and trust. At the same time, public attitudes toward artificial intelligence remain complex.

A recent study by the Pew Research Center shows that both the public and AI experts increasingly expect human oversight in decisions involving artificial intelligence, particularly in areas that influence trust and public opinion.

Against this backdrop, a key question emerges: if algorithms can generate content, analyze audiences, and optimize messaging, what remains uniquely human in public relations? Simran Ratnani, Assistant Director of Marketing at the University of North Texas Mayborn School of Journalism, was recently named a laureate of the American Business Expo Xmas Award 2025, winning Marketing Campaign of the Year for developing the Mayborn Mentors initiative, an effort that reflects her focus on the human side of PR.

This is a mentorship program that connects journalism students with industry professionals across the United States. With more than seven years of international experience in public relations and digital marketing, she shares insights in this interview on how PR professionals can balance emerging AI tools with the human side of communication.

Q: Simran, as the winner of the American Business Expo Xmas 2025 for Marketing Campaign of the Year in PR & Communications, how do you see AI shaping the future of public relations, and which trends should communication professionals focus on to stay ahead? 

R: In my experience leading campaigns both in India and the U.S., I’ve seen that AI tools can streamline tasks like analyzing audience engagement, scheduling content, and generating preliminary drafts, but they cannot replace the empathy and the contextual understanding required for effective communication. For example, managing complex campaigns for corporate clients or guiding students through the Mayborn Mentors program showed me that building trust and crafting narratives that resonate always depend on human insight.

Looking ahead, the key trends for PR professionals include combining AI-driven analytics with strategic storytelling, prioritizing authentic audience engagement, and maintaining transparency in all communications. Those who can integrate data insights with creativity, ethical judgment, and cultural awareness will be best positioned to succeed in an increasingly AI-driven industry.

Q: With your background in international PR, corporate campaigns in Mumbai, and now leading integrated marketing strategies in an academic setting, how do you decide which tasks to delegate to AI and which require a fully human approach? 

R: When deciding which tasks to delegate to AI, I focus on clarity and impact. Routine work, like tracking engagement metrics or scheduling content, can be automated efficiently, allowing me to dedicate time to initiatives that require nuanced judgment. My international experience, from high-pressure PR campaigns in Mumbai to leading integrated marketing at the Mayborn School of Journalism, has taught me that the most impactful communications combine data-driven insights with empathy and cultural awareness.

For instance, during a complex bank merger campaign in India, I had to craft messages for multiple sensitive audiences (customers, employees, and the public) where every word mattered and regulatory compliance had to be balanced with human empathy. AI could never navigate these nuances, so I personally oversaw messaging and stakeholder communications. 

Similarly, when managing high-profile campaigns in fashion and entertainment, I apply the same principle: data can inform timing and targeting, but the narrative and emotional resonance must come from human insight. This approach helps me ensure that AI supports efficiency without replacing the judgment and care that only people can provide.  

Q: Simran, in addition to your extensive PR and marketing experience, you recently published a research article on integrated communication strategies in higher education. How do your findings inform the way organizations should balance AI-driven tools with human oversight and storytelling to maintain audience trust and engagement?

R: In my recent research on integrated communication strategies in higher education, I examined how AI-driven content, digital platforms, and short-form media influence audience engagement and institutional trust. I analyzed over 300 pieces of content across 12 university programs and collected feedback from approximately 150 students and 30 faculty mentors. The study revealed that while AI can efficiently distribute content and analyze engagement metrics, it cannot ensure that messages resonate or build trust on its own. Contextual understanding, ethical judgment, and human storytelling remain essential to creating communications that genuinely connect with audiences. 

These findings reinforced what I’ve seen in practice: technology should support, not replace, the human element in public relations. Programs that combine AI tools with human oversight (curating narratives, responding to feedback, and maintaining transparency) achieve higher engagement and stronger trust. In other words, AI can enhance efficiency, but the authenticity and relational depth that humans bring remain what ultimately make communications effective.

Q: What human-centered strategies are most effective for building authentic connections in communications, and how can these approaches work at scale?

From my experience, fostering authentic connections is less about the tools you use and more about the structure and intent behind them. Programs that bring together students, alumni, or community members work best when each interaction has a purpose, whether it’s sharing a story, giving feedback, or mentoring.

 For example, in the Mayborn Literary Nonfiction Conference, we designed sessions where participants could discuss real-world challenges with experienced journalists. Similarly, through the Aga Khan Education Board, I coordinated activities that encouraged dialogue and reflection rather than just delivering information.

Q: Looking ahead, how do you see the role of PR professionals evolving in an AI-driven landscape, and which skills and mindsets will be most critical for success in the next five years?

Over the next five years, PR will focus on combining AI tools with human insight. Technology can handle routine tasks, data analysis, and initial content drafts, but the essence of communication (building trust, telling compelling stories, and understanding people) remains entirely human.

For young professionals entering the field, my advice is to develop both technical literacy and human-centered skills: learn to use AI tools effectively, but never lose sight of the relationships, narratives, and ethical considerations that make communication meaningful.

From my experience managing high-pressure campaigns in India and leading integrated communications in U.S. higher education, I’ve found a few approaches that consistently make a difference: let AI take on repetitive work but always review it with a human perspective; invest in genuine relationships with audiences and colleagues; keep narratives clear, engaging, and relevant; and stay adaptable by continuously learning from industry trends and peers.

PR in an AI-driven landscape is not about replacing humans with technology; it’s about leveraging AI to amplify human insight, creativity, and authenticity. Those who master this balance will define the profession's future, ensuring communication remains meaningful, ethical, and impactful.

Published on: Saturday, April 25, 2026, 01:46 PM IST