Strana 14

WHAT IS THE ROLE OF RELATIONSHIP CAPITAL IN THE AGE OF AI? – PRAM Consulting s.r.o.

FROM MESSAGE

DISTRIBUTION

TO BUILDING

CREDIBILITY

Generative AI is not changing the fundamentals

of effective PR—it is changing how brand

credibility is built.

The role of PR has never been

limited to creating content

or securing media coverage.

Instead, LLMs are reinforcing

the importance of long-

term Relationship Capital:

building atrusted network of

stakeholder relationships that

strengthens an organisation’s

reputation while creating the

information environment

from which both people and

generative AI systems draw

their knowledge. This is not

a new discipline, but rather

areturn to the foundations of

strategic public relations.

eBooks PRAM