Why tomorrow’s CEOs may come from public relations
Ragan Communications CEO Diane Schwartz was published by PRSA in the wake of her Women of Distinction Award win.
Diane Schwartz, CEO of Ragan Communications, spends a lot of time thinking about AI — and putting it into action. That’s why she was recently honored with PRSA’s inaugural Women of Impact Award for Innovative Use of AI & Communications Technology.
To mark the occasion, she shared her thoughts on the future of the industry — and why it’s especially bright for PR pros who learn the business.
***
It hit me a few months ago. Speaking to a head of communications at a global brand, I asked her what the most exciting and satisfying part of her job was right now.
“I haven’t really thought about that,” she said, laughing off the question as if it were a throwaway pitch and the curveball questions were coming next.
It crystallized what I had been hearing from so many communicators recently: Job satisfaction is not top of mind, perhaps even a luxury to be considering. Organizational transformations, accelerated in large part by generative AI, have meant heads down until we get through it.
“It” isn’t going away. And it doesn’t have to be a grind.
AI has raised the bar, not lowered it. While it can handle more of the execution, it can’t replace judgment, leadership and influence. Further, the pressure to integrate AI into work across the enterprise is creating cognitive stress as employees see the infinite possibilities of the LLMs. Harvard Business Review, in a recent article, terms it “brain fry.” Time to add this to your employee communications checklist.
The real challenge isn’t getting the work done. It’s leading people, shaping decisions and serving as the trusted adviser. Let’s face it: It’s often easier to complete the work than it is to lead it.
