The Rise of Public Relations in the Prompt Era

Join Medianet Managing Director Amrita Sidhu in conversation with LEOPRD founder Celia Harding and Medianet Head of Marketing Mercedes Carrin, as they discuss how AI is reshaping the role of PR.

With Large Language Models (LLMs) becoming more influential in shaping public perception, walk away knowing:

• Key learnings from LEOPRD’s “Reputation to Revenue: Building Trust, Authority and Visibility in the AI Era” report.
• Where AI fits when it comes to earning visibility
• The new rules to earn the attention of LLMs
• How to leverage your press release’s new AI-driven superpower
• How PR professionals can adapt to this new AI-driven reality

ABOUT THE PANELLISTS

Celia Harding is the Founder of LEOPRD, the world’s first Language Engine Optimisation (LEO) PR advisory, which builds findability, fame, and authority in the age of AI. After two decades in PR, working with global giants like Google, Diageo, Mastercard, as well as underground festivals and upstart founders. Celia is renowned for helping brands show up, stand out, and stay front-of-mind in a world driven by recommendations, reputation and results.

Amrita Sidhu is the Managing Director of Medianet and a proud Board Director of AMEC (International Association for Measurement and Evaluation of Communication), which is the world's largest media intelligence and insights professional body. She holds a deep understanding of the Australian and New Zealand communication landscape, having led technology, business strategy, sales growth and relationship management in the digital and media industries, including the implementation of a range of AI and automation solutions at Medianet.

Mercedes Carrin is the Head of Marketing at Medianet. A lifelong early adopter, Mercedes is currently experimenting with Agentic AI and other emerging tools, and is promoting AI experimentation and adoption across Medianet’s teams, products and workflows. With more than 15 years’ experience in marketing, public relations and the media, Mercedes pairs deep domain expertise with a passion for technology, storytelling and data-driven strategy. Before joining Medianet, she was Marketing Manager at Australian Associated Press (AAP), where she gained a nuanced understanding of the Australian and New Zealand media landscapes. In 2025, she headed the successful launch of Medianet’s new Media Monitoring platform.