The magic behind the message

Celebrating AI Appreciation Day and World PR Day

Updated: Jul 16, 2025

By Declan Waters, Founder & CEO

At Waters Agency, we believe in the power of stories - stories that spark conversations, build connections, and move the world forward. But what many don’t see is the magic happening behind the scenes, the quiet force that helps us turn strategy into impact every single day: artificial intelligence (AI).

Today we celebrate a double whammy, AI Appreciation Day and World PR Day, so let’s take a moment to celebrate the incredible technology that empowers us and the bold clients who are pushing boundaries right alongside us.

The unexpected ally in the room

AI isn’t just a trendy tool we keep on the shelf. For us, it’s an essential team member. It helps us sift through mountains of data to uncover the insights that matter most. It speeds up the mundane so we can spend more time on the magic - the big ideas, the creative sparks, the strategic shifts that change the game.

From real-time sentiment analysis to smart content optimization, AI gives us the freedom to be faster, sharper, and more human in our work. Yes, more human. Because when AI handles the heavy lifting, our people can focus on what they do best: connecting, storytelling, and driving genuine impact.

Inspired by the innovators

We’re privileged to work with some of the most visionary AI-driven companies out there. Clients like DevRev, Auditoria, Otter.ai, Tray.ai, and Upwind are riding and defining the AI wave. Their innovations inspire us daily and remind us that the future of PR isn’t about supplanting human endeavor but supercharging it.

Together, we’re proving that when technology visionaries and storytellers work hand-in-hand, the results go beyond likes and clicks. They build trust, shape industries, and create movements.

PR with heart (and a little AI magic)

World PR Day celebrates the art and science of building meaningful relationships. In our world, AI helps us deepen those relationships with better insights, more responsive strategies, and campaigns that land with authenticity.

At Waters, we’ll always believe that people and purpose sit at the heart of great PR. But we also know that when you add a sprinkle of AI, you get a recipe for brilliance that’s hard to beat.

So, here’s to AI Appreciation Day, to World PR Day, and to the unstoppable spirit of innovation that keeps us, and our clients, moving forward.

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About the author:

Declan is the founder and CEO of Waters Agency and has been running media campaigns for US and European companies for over 20 years. His experience in media relations comes from representing companies such VMware and Nutanix and working with the likes of Condoleezza "Condi" Rice, former Secretary of State and John Thompson, Chairman of the Board at Microsoft.