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“How Not to Lose Your Communications Job to AI”: Event Recap

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On Feb. 12, we launched our 2025 quarterly event series with a panel discussion, “How Not to Lose Your Communications Job to AI.” Hosted by the University of Oregon School of Journalism and Communication at its Northeast Portland campus, the event brought together industry experts, professionals, and job seekers who wanted to understand how to adapt and upskill in an age increasingly influenced by AI.

Moderated by our founder and CEO, Mac Prichard, the panel featured:

Juan-Carlos Molleda, dean of the School of Journalism and Communication, welcomed the audience of almost 100 people. Donna Z. Davis, director of the Strategic Communication Master’s Program and Oregon Reality (OR) Lab, briefly shared about the program. 

Attendees participated in networking before and after the panel and talked with representatives from 11 tabling organizations, including recruiters, staffing agencies, professional groups, and career coaches.

A key theme of the discussion was the importance of AI literacy in today’s job market. “A couple of decades ago, Microsoft proficiency was important,” Gary said. “Now it’s ubiquitous.” His advice for AI? Dive in and get hands-on experience.

AI as a Hapless Intern

Megan encouraged attendees not to fear the “monster in the closet” that AI represents. She likened AI to a hapless intern — helpful but needing clear guidance. She suggested professionals experiment with AI in everyday tasks, from drafting meeting notes to brainstorming ideas. “It’s a messy moment but ripe for exploration,” Megan said. “It takes time to finesse how you use this tech.”

Job Displacement

The panelists acknowledged concerns about job displacement, noting that while some roles may be at risk, jobs requiring human creativity, strategic thinking, and emotional intelligence are here to stay and can’t be replaced by machines. “Creativity is hard to replicate,” Gary said.

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They also discussed emerging fields like generative AI optimization, comparing this moment in AI development to the first pitch in the first inning of a baseball game. Gary encouraged attendees to look at history: Technological shifts have led to job losses, but they’ve also created new opportunities and industries. 

Gary shared a real-world example: A client in the quantum computing sector needed a blog post based on a complex research paper. Gary understood only about 20% of the paper but used a custom AI model to generate a structured draft. With a few tweaks, he had a solid draft in just 30 minutes — a task that would have previously taken him two full workdays. What once required 12 hours of effort was now condensed into just two.

The takeaway? AI is changing workflows, but those who learn to collaborate with it will have a significant advantage.

What AI Won’t Replace

AI has its limitations. The panelists said it can’t replace the ability to anticipate change, craft compelling narratives, engage in face-to-face interactions, fact-check information, or bring the spark of creative problem-solving. 

“If all you’re doing is rewriting press releases, you’re in trouble — AI can do that,” Sara said. Instead, she encouraged attendees to dive into deep, meaningful work that AI can’t replicate. The key to staying relevant? Bringing a creative spark to everything you do. “If you’re just repeating the same tasks over and over, AI will replace you,” she said. Your human touch is a competitive advantage.”

AI in the Job Search

AI can be a valuable tool in the job search process but doesn’t replace the human element. Sara highlighted how AI can assist with practical tasks like editing cover letters, refining resumes, and even preparing for interviews. However, it can’t replace the analog tactics of networking and building relationships. “You can’t outsource your job search to AI,” Megan said. 

That said, AI can give job seekers an edge. Megan said it can also help generate potential interview questions and even assist in preparing an elevator pitch or brainstorming icebreakers for networking events. The key is to use AI as a tool to enhance your job search efforts.

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Employer Expectations

Sara said that AI is a new language we’ll all be speaking, and its implementation in the workplace is all over the place. “Employers are leaning into AI as a productivity tool,” she said. To stay competitive, she said job seekers should highlight AI skills on their resumes and LinkedIn profiles. Creating online posts about AI can also demonstrate your expertise and curiosity in the field.

The best way to future-proof your career? Megan said to identify routine or time-consuming tasks in your job and experiment with AI. Sometimes, AI will streamline your workflow; other times, it won’t quite hit the mark. But either way, you’ll gain the experience and skills employers want. The key is to embrace AI, stay adaptable, and keep learning.

Prompt Writing

Gary explained how effective prompt writing makes a difference when you’re using AI. He provided practical examples, such as using AI to generate 10 different headline options for a story. “Every workday presents an opportunity to use AI,” he said, likening AI to an entry-level colleague that can enhance productivity. He also encouraged users to exercise caution when working with enterprise proprietary licenses by using fictional product names. 

Sara said the real skill lies in refining prompts for meaningful results. “An AI-literate journalist understands how to shape and hone a prompt,” she said.

Misinformation

While AI can be a powerful tool, it comes with the risk of misinformation. “AI will always contain misinformation because there’s always misinformation on the Internet,” Sara said. She stressed the need for users to fact-check and verify the information they generate via AI. To use AI effectively, Sara said users need to understand AI’s pitfalls, be aware of potential inaccuracies, and ensure the quality and reliability of the information they share.

Navigating AI: Rules, Ethics, and Impact

As AI continues to evolve, so do the conversations around its ethical use, transparency, and environmental impact. Sentiments about AI are becoming more open-minded, and organizations are working to establish guidelines for responsible implementation. 

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Megan shared how an ethical guide for AI should be well-written and accessible, citing Public Relations Society of America (PRSA) and National Public Radio (NPR) as good examples. She also raised concerns about AI companies’ lack of transparency, especially when it comes to their environmental impact. “We can’t ignore that,” she said. “We have to ask them to tell us more.”

On the environmental front, Gary said that companies are actively developing more efficient chips to reduce energy consumption. While early concerns about AI’s environmental footprint were significant, the latest advancements may not be as energy-intensive as once thought.

Where to Learn and Stay Updated

Looking to expand your AI knowledge? Here are some resources the panelists recommended:

Educational Programs and Webinars

AI Tools and Platforms

  • Fathom – AI-powered meeting transcription and analysis.
  • Adobe Firefly – AI-driven creative tools for image and text generation.
  • Getty – AI-enhanced stock photography and media resources.

News and Analysis

A big thank you to our sponsor, the University of Oregon School of Journalism and Communication, panelists, tabling organizations, and attendees for helping make this event happen. Click here for photos of the event. We look forward to hosting three more networking events throughout 2025. Stay tuned for details.