Communicating in the Age of AI: Insights from Microsoft's Irena Merkaš
At the 23rd International PRO PR Conference in Podgorica (March 26-28, 2026), one theme will sit front and center: how PR leaders build an advantage with AI without losing the human core. Irena Merkaš, Microsoft's Head of Communications for the Adriatic & Balkans, Ukraine, and the Commonwealth countries, will take the stage with a clear message-creativity, strategy, and empathy still carry the work. AI just gives them more reach.
This isn't hype. It's the next skill stack for serious communicators.
Leadership in PR: It's a mindset, not a title
Staying relevant is harder than ever. Information is everywhere. Attention isn't.
The leaders aren't louder; they're more curious. They keep learning, unlearning, and relearning. Think like a chef: you know the recipe, but you test new tools to make the dish better. Early adopters of Twitter (X), LinkedIn, and Instagram steered conversations. The same is happening with AI.
Use tools like Microsoft Copilot to spark angles, improve judgment, and simplify workflows. That's not replacing the communicator. It's extending their capacity.
Inside Microsoft: What's trending in Global Comms
Microsoft is running with an AI-first approach across global communications. Copilot and Meltwater make research and sense-making faster. Teams are investing heavily in owned storytelling through Microsoft Source, highlighting authentic voices and local impact.
Internally, Viva Amplify helps tailor messaging at scale. The PR agency model has been refreshed to collaborate tighter and move quicker. Regional partners like Komunikacijski laboratorij are using Microsoft tech and AI to ideate, tailor messaging, and report with more precision.
There's also experimentation. Together with her colleague Sylvie, Irena built an AI agent nicknamed "Matchmaker." It scans what target media care about and pairs that with priority themes, then drafts tailored pitches and brief notes. Outreach gets faster, more relevant, and easier to adapt. Small build, big upside.
How Microsoft supports PR professionals
The goal: help communicators work smarter and more creatively with AI. There are free resources across LinkedIn and Microsoft Learning, Copilot prompt libraries, and GitHub examples that make AI part of the daily routine. One highlight is a LinkedIn course focused on practical skills-from writing better prompts to using AI for storytelling and media outreach.
Why this matters: better tools free up time for higher-order work-strategy, relationships, and narratives that move business outcomes.
If you're building your team's AI fluency, you can also explore curated learning paths by job role here: Complete AI Training - Courses by Job.
Microsoft's internal comms culture: clarity, context, and two-way feedback
Internal comms at Microsoft focus on context: what's happening, why it matters, and potential impact. The formats stay practical-"Ask Me Anything" sessions with leaders like Takeshi Numoto and Frank X. Shaw, focused learning days, and feedback loops that keep communication two-way.
Cross-market collaboration is part of the daily rhythm. The culture pushes for clarity and continuous improvement so information lands in a way people can use.
What to expect at PRO PR 2026
Irena's keynote topic: Communicating in the Age of AI. Her stance is simple-AI enhances the work; it doesn't replace the craft. Storytelling, strategy, and empathy remain the core. Pros who combine those skills with AI will define the next chapter of PR.
Fake news: a persistent, manageable risk
Misinformation hits business, society, and elections. Algorithms, fast sharing, and deepfakes blur the line between signal and noise. You can't remove the risk entirely, but you can reduce exposure and respond faster.
- Champion media literacy inside and outside your organization.
- Verify sources by default. Treat speed and accuracy as a pair, not a trade-off.
- Use AI-driven detection tools responsibly and document your review steps.
- Be transparent about sources, edits, and AI use where relevant.
- Set escalation paths for high-risk content and run simulations quarterly.
What PR teams can do this quarter
- Run a 30-day Copilot pilot: research, content outlines, pitch drafts, and meeting summaries. Track time saved and quality notes.
- Build an AI playbook: prompts, review standards, disclosure norms, fact-check rules, and approval flows.
- Create a simple "Source-style" hub for owned stories-local impact, customer proof, and employee voices.
- Host monthly AMAs with senior leaders; publish decisions and next steps within 24-48 hours.
- Test a "Matchmaker" workflow: map target outlets, priority themes, and let an AI agent draft first-pass pitches and briefs.
- Shift measurement from volume to value: decision acceleration, stakeholder confidence, and business contribution.
- Invest in team upskilling. Start with role-based AI training and prompt practice sessions. For curated options, see Latest AI Courses.
The takeaway
AI won't do your job for you. It will make your best work easier to repeat. The communicators who stay curious, test new tools, and bring others along will lead-quietly, consistently, and with results that stick.
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