Ketchum's Stephen Waddington predicted that 2018 will see communicators capitalise on the opportunities new technology is creating in this Cision webinar.

In a wide ranging presentation, Ketchum chief engagement officer Stephen Waddington outlined what he sees as the key catalysts for change in the industry today.

“We’ve seen AI emerge in almost every area of our business,” he said. “We could talk about listening. We could talk about content development. We could talk about channel management and how content is seeded out to networks.”

“It’s helping us become smarter in every aspect of what we do,” he added. “More opportunity is going to be created by this wave of technology. I’m hugely optimistic about it.”

From the promise of PR measurement technology to the changing face of media relations and the rise of “social leadership” – he described how he sees each of his top trends transforming the industry over the next 12 months.

Click here to see the full write-up and discover the essential PR insights we took away from this exclusive event.