Amplify, Don’t Replace: How Lianna Serko Uses AI to Sharpen Communications

A PR Bunker conversation about using AI to improve communications workflows while preserving judgment, relationships, and deep audience understanding.

In this episode of The PR Bunker, host Don Martelli speaks with Lianna Serko about a practical, communications-first approach to artificial intelligence. Rather than treating AI as a replacement for strategic judgment, relationships, or audience knowledge, the conversation focuses on using it to remove friction from repetitive work and create more space for the work that requires human expertise.

Topics covered

How communicators can decide which parts of a workflow should—and should not—be automated.
Three principles for building useful AI-enabled communications workflows.
Why owned content becomes more important as search shifts toward AI-generated summaries.
How earned media, owned content, and AI discoverability reinforce one another.
The media engagement and reporter lead-scoring application Lianna built in Google AI Studio.
Why AI should sharpen communications work rather than flatten judgment or originality.

The central idea: use AI to amplify the strongest parts of communications practice—not to replace the judgment, relationships, and audience understanding that make the work effective.

Episode information

Podcast: The PR Bunker
Host: Don Martelli
Guest: Lianna Serko
Length: Approximately 36 minutes

Transcript status: A full edited transcript will be added to this page when it becomes available. This episode summary is provided so the discussion’s major topics and themes can be discovered and understood in the meantime.

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