AI and the Future of PR: A Double-Edged Sword with Kevin Dinino
In this episode of the pantrium podcast, host Christie H. Kristensen sits down with Kevin Dinino, President and Chief Strategist at KCD PR, for a thought-provoking conversation about how marketing and communications are changing in a world increasingly influenced by AI. With over 25 years of experience, Kevin shares his insights on the power of storytelling, the human connection behind successful communication, and the need for adaptability in an industry that never stops evolving.
🎥 Watch the full interview on YouTube
The Power of Curiosity and Staying Nimble
Kevin reflects on his journey from aspiring sports broadcaster to communications strategist, underscoring how intellectual curiosity and adaptability have been key drivers in his career. "Being curious and willing to learn from failures isn’t optional—it’s essential," he shares, explaining how the ability to pivot and embrace new ideas has helped him navigate market cycles and industry shifts.
For Kevin, storytelling is at the heart of great communication. Despite advancements in AI, he firmly believes that technology cannot replicate the human touch needed to craft narratives that genuinely connect with audiences. “AI can help with the framework,” he says, “but it lacks the nuance, empathy, and authenticity that only people can bring.”
This focus on storytelling as a tool for building authentic connections highlights the importance of keeping people—not algorithms—at the centre of communication strategies.
AI: A Tool, Not a Replacement
The conversation dives into the rise of Generative AI and its growing role in marketing. Kevin sees AI as a valuable starting point for content creation, saving time on ideation and editing. However, he cautions against over-reliance. “AI is great for efficiency,” he notes, “but it’s not a substitute for the creativity and trust that come from human effort.”
Kevin also touches on broader implications of AI, from its role in misinformation to the need for global regulation. With tools as powerful as AI, he stresses the urgency of establishing clear guidelines to avoid misuse, such as deep fakes that erode public trust.
Adapting to the Creator Economy As the media landscape shifts, Kevin explores how brands must adapt to a world driven by creators and decentralised communication channels. The traditional media tour is evolving, replaced by engagements with influencers, podcasts, and direct-to-audience platforms. For brands, this means prioritising interaction over broadcasting. “If you’re not actively part of social conversations, you’ll be left behind,” he warns.
Kevin predicts a shift in focus for marketing and communications—moving towards high-quality content and authentic engagement rather than quantity-driven approaches. With the rise of the creator economy, brands need to rethink their strategies to stay relevant. His advice for CMOs? “Diversify your approach. The rules of the game have changed, and adapting is critical to staying ahead.”
This episode offers a fresh perspective on the challenges and opportunities facing marketers and communicators today. Kevin’s emphasis on curiosity, human connection, and adaptability provides a practical framework for navigating an industry shaped by rapid technological and social change.
If you’re looking for inspiration to stay ahead in a fast-paced world—or simply want to rethink how you approach storytelling and communication—this is a must-listen.
Award-Winning Head of Communications | Expert in PR, Executive Communications, and Brand Management | Driving Corporate Visibility & Thought Leadership Across Tech and Finance
7hAppreciate you having me on the pod, Christie H. Kristensen! Such an important topic for communicators as we head into 2025.