"The Future of Work for Public Relations and Advertising Professionals: Replaced by AI or Enhanced by AI?," was co-authored by Russell, who majored in public relations and is pursuing a master's degree in interactive media, and Laskin. It was funded by the M&T Bank Center for Women and Business at Quinnipiac.

The Agency, a Quinnipiac student-run advertising firm where Bobcats work with local clients to get real world experience, is where the collaboration between Russel and Laskin kicked off.

Laskin and Russell’s study focuses on the future of public relations advertising in the perspective of current students, specifically delving into the impact AI can have on different genders.

The team conducted multiple focus groups with various Quinnipiac students to understand their feelings on the future of the profession.

Russell identified the nuances of AI, explaining that it can be helpful in some ways but should be used with caution. She concluded that AI is close to impossible to avoid in today’s high-tech society.

“Creativity, empathy and human connection can’t be replaced by AI,” said Russell. “Instead, we can spend more time telling stories while AI handles the mundane, everyday tasks. I hope readers understand that we can’t and shouldn’t rely on AI."

When it came to coding responses and putting together focus groups, Russell did not expect the process to be so lengthy, but staying purposeful was key throughout each stage. The experience of taking part in this research study has changed the way Russell will move academically and professionally going forward.


“In the future, I am confident my research will be more detailed, precise and engaging,” said Russell.

When people think of public relations, they think of press and social media, but it's more than that, explained Russell.

“Professionals need research skills to build campaign goals or understand their company’s audience before the more widely known PR can be published,” said Russell. “This was my first time on this side of the industry, and I am grateful for the opportunity to practice running focus groups and coding responses to complete a thematic analysis. I have a more well-rounded skill set to enter the industry.”

Research is essential in every stage of anything we do. The hard work and effort that go into research alone is immense but is extremely beneficial. Russell hopes that students can embrace it more.

“I wish research was more popular as it is such a necessary skill for all communications professionals,” said Russell. “I hope more students take advantage of the M&T Bank Center for Women in Business research opportunities and others on campus."