South Africa, July 13 -- Artificial intelligence enables organisations to communicate faster, more often and across more channels. But greater speed and volume do not make communication more strategic. They make sound judgement more important.

This year's World PR Day theme, The Golden Age of Strategic PR, is especially relevant in an era of automation. The profession's true differentiators remain the qualities technology cannot replace: human insight, trusted relationships and, above all, strategic judgement.

Technology has democratised communication. Judgement has not.

Almost any organisation can now produce polished press releases, executive articles, social media posts and campaigns at speed. As these capabilities become commonplac...