Publications — Dr Swati Virmani

Books & book chapters

2026 The Contribution of Public Relations to Shaping AI’s Role Gregory, A. & Virmani, S. In Verinder, B. & Waddington, S. (eds), AI for Public Relations: A How‑To Guide for Implementation and Management. Kogan Page. View the book →
2025 Staying Human in a Smart Machine World Gregory, A. & Virmani, S. In Cheng, A. & Verčič, D. (eds), AI and Strategic Communication. Wiley. doi.org/10.1002/9781394275434.ch1 →
2025 Creative Exploration of Our Relationship with AI Virmani, S. & Reeve, J. In James, A. (ed.), PLAYI — How GenAI is being integrated into playful learning in higher education. Read online →

Peer‑reviewed journal articles

2026 AI’s Penetration into Public Relations Practice and the Implications for Training and Higher Education Gregory, A. & Virmani, S. Asia Pacific Public Relations Journal, 28(1).
2020 Performance and Efficiency in Indian Universities Johnes, G., Johnes, J. & Virmani, S. Socio‑Economic Planning Sciences, 81.
2019 Chief Executive Pay in UK Higher Education: The Role of University Performance Johnes, J. & Virmani, S. Annals of Operations Research, 288.
2019 The Efficiency of Private and Public Schools in Urban and Rural Areas: Moving beyond the Development Goals Johnes, G. & Virmani, S. International Transactions in Operational Research, 27(4).
2019 Are Technology Transfers Skill Biased? Virmani, S. Indian Journal of Labour Economics, 62.

Commissioned reports & working papers

2025 Will AI Twist the Art of Conducting a Survey? Virmani, S. & Ashraf, J. doi.org/10.5281/zenodo.15512134 →
2024 Behind the Guardrails — Can Users Bypass AI Safeguards? Virmani, S. & Ashraf, J. doi.org/10.5281/zenodo.14535092 →
2023 Humans needed, more than ever — an analysis of the use of AI in public relations and the impact on public relations work Gregory, A., Virmani, S. & Valin, J. CIPR report, launched at the CIPR International Annual General Meeting.
2021 The AI and Big Data Readiness: Assessing the Public Relations Profession’s Preparedness for an AI Future Virmani, S. & Gregory, A. CIPR report.
2021 Measuring the Impact of MedicSpot Technology in GP Consultations Cartwright, E., Caredenas, R. M., Ochieng, B. & Virmani, S. Report for Willows Health, Leicester.
2020 The Effects of Artificial Intelligence on the Professions: A Literature Repository Gregory, A. & Virmani, S. CIPR report, launched at the Alan Turing Institute.
2020 The Economic Impact of the Coronavirus Pandemic for Leicester Cartwright, E., Luong, T. A., Payne, J. & Virmani, S. Available at SSRN →

National reports

Sector‑leading work with the CIPR

Three national reports for the UK’s Chartered Institute of Public Relations, tracking the profession over five years: AI in PR (2019–20) raised awareness of the ethical risks in AI adoption; AI Skills and Readiness (2021) evaluated practitioners’ preparedness; and AI Task Penetration (2023) quantified AI’s impact on PR workflows, identifying the areas that still require human judgment.

Cover of the CIPR report 'Humans needed, more than ever: an analysis of the use of AI in PR and the impact on public relations work', showing four people examining a glowing illuminated sphere. — **Humans needed, more than ever** (2023) — launched at the CIPR International AGM.

Cover of the CIPR report 'The effects of AI on the professions: a literature repository', with a stylised circuit-board brain graphic. — **The Effects of AI on the Professions** (2020) — launched at the Alan Turing Institute.

Research enquiries

Looking for a collaborator or co‑author?

I welcome approaches on responsible AI, AI governance, digital inclusion, and the economics of education and technology.

Get in touch See current projects