Generative AI is no longer just a buzzword—it’s a transformative tool that can reshape how PR and communications professionals work. We held a live workshop, “Implementing AI as a Business Strategy,” with Greg Shove, CEO of Section School. This course is part of the Mini MBA for PR Pros that we launched this past April. View the full recording here.

Greg introduced a practical framework to help organizations harness AI’s potential: AI can optimize workflows, accelerate service delivery, and even transform the way we engage with audiences. Here’s a breakdown of the workshop’s core framework.

The OAT Framework: Optimize, Accelerate, Transform

At the heart of the workshop was the OAT framework, a simple yet powerful model that helps organizations decide how to integrate AI into their operations. The framework offers three distinct modes of operation:

  • Optimize: Focus on making internal processes more efficient. By automating repetitive tasks, teams can save time and focus on higher-value activities like strategy and relationship-building.
  • Accelerate: Use AI to enhance your current products or services. This might involve improving the speed and accuracy of media monitoring or generating personalized content for different audience segments.
  • Transform: Leverage AI to create entirely new products or services. These innovations can help differentiate your agency or team in a competitive market.

Source: Section School’s Activity Packet

Key Takeaways for PR and Communications Professionals

The workshop emphasized that AI is not just a tool for tech companies—it’s a game-changer for industries where language and content are central. And the change is happening now. Greg noted, “I think most knowledge work will be changed by AI within five years. It’s obviously already happening, not over 25 years, which is how long it took for the tractor to change farming.”

Here are the main takeaways for PR professionals:

  • AI Superpowers: Generative AI excels at tasks like content generation, content analysis, and feedback.
  • Quick Wins and Big Wins: The OAT framework encourages teams to start with quick wins—low-risk, high-reward projects that can be implemented quickly, such as automating media monitoring or using AI to generate content ideas. Once these are in place, teams can move on to bigger wins, like developing AI-powered tools that transform how they deliver services.
  • Prioritizing Projects: The workshop provided a risk-reward matrix to help teams prioritize AI projects. For PR professionals, this means focusing on projects that offer high ROI and are fast to measure, such as automating repetitive tasks or using AI to enhance media outreach.
  • AI as a Strategic Partner: The workshop highlighted that AI is not just a tool for efficiency—it’s a strategic partner that can help teams become more agile, creative, and impactful. By integrating AI into their workflows, PR pros can free up time for more strategic work, such as crafting compelling narratives and building stronger relationships with stakeholders.

Source: Section School’s Activity Packet

Creating an AI Manifesto

Greg also talked about Section’s AI manifesto, a central document that guides his company AI’s usage. The manifesto is guided by questions such as:

  • Purpose & Vision
    • What role do we see AI playing in our organization?
    • What are our core beliefs about AI’s impact?
    • How do we define responsible AI use?
    • What future are we trying to create with AI?
  • Values & Principles
    • What ethical principles guide our AI development/usage?
    • How do we balance innovation with responsibility?
    • What lines will we never cross?
    • How do we prioritize human wellbeing?