Crystal Washington on the Keys to Future-Proofing Organizations

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Crystal Washington is celebrated for her knack for breaking down complex topics in AI, social media and app technology. This makes her a trusted resource for brands and organizations seeking to stay ahead of the curve.

Washington is a keynote speaker at PRSA’s ICON 2024 in Anaheim, Calif., this Oct 15-17, providing attendees with actionable strategies for thriving in today’s fast-paced world. Here, she offers a sneak preview of her ICON appearance.

How do you foresee the role of technology and AI evolving in the next few years, particularly in the PR and communications profession?

In the short term, I anticipate technology and AI, especially generative AI, will be overutilized to simplify tasks. However, this might result in a decline in the quality of content, similar to the impact of social media on journalism. Effective communication often requires a human touch, which AI lacks, particularly in understanding and responding to emotions.

Some organizations might attempt to replace human roles with AI, but they will likely realize that human insights are essential for meaningful communication. AI’s role will evolve, but it will take time to fully comprehend and replicate human emotional intelligence.

What are a few essential steps organizations need to take today to become “future-proof” against rapidly evolving technological advancements?

Organizations must take several essential steps to become future-proof. First, they should ensure they have a diverse workforce with varied perspectives, such as different first languages and cultural viewpoints. This diversity is crucial for ideation, innovation and avoiding cultural missteps. 

Second, organizations should engage in scenario planning, considering multiple potential futures, including negative scenarios like economic downturns or supply chain disruptions.

This proactive approach helps organizations prepare for and adapt to unexpected changes. By considering alternative futures, organizations can better navigate the complexities of a rapidly evolving technological landscape.

You encourage professionals to ask themselves, “How are you imagining your future?” What advice do you have for those struggling to envision a positive future amid the current uncertainties?

Rather than solely envisioning a positive future, I advise focusing on realistic futures or multiple realistic scenarios. It is essential to plan and prepare for various potential outcomes.

For instance, living in Houston, I prepare for hurricane season well in advance by stocking up on necessary supplies. This proactive approach helps mitigate the impact of negative events. Understanding cognitive biases, such as negativity and recency biases, is also crucial. These biases can distort our perception of the future, so being aware of them can help develop a more balanced and realistic outlook.

Ultimately, envisioning your future involves positioning yourself in the best possible situation, regardless of whether the future holds positive or negative events.

You’ll speak with us at ICON 2024 on Oct. 16. What do you hope attendees will take away from your keynote?

Ultimately, I want attendees to leave feeling empowered and more in control of their future, viewing it not as a predetermined outcome but as something they can actively shape and influence.