Role-Based Programme
RB1196

AI for PR & Communications

Smarter Messaging, Media Relations & Reputation Management

IMAGE REQUIRED
Duration
4 Hours
Level
Awareness
Delivery
Instructor-Led
Format
Awareness Session

Programme Objectives

  • Understand how AI can support PR and Communications across media research, message development, stakeholder engagement, and reputation management.
  • Explore practical AI applications for drafting press releases, media pitches, executive messages, FAQs, and communication briefs.
  • Apply structured prompting techniques to improve clarity, tone, consistency, and audience relevance across communication formats.
  • Use AI to improve productivity across media monitoring, communication planning, content adaptation, and reporting.
  • Recognise factual accuracy, confidentiality, reputation risk, copyright, bias, and human-review requirements when using AI in communications.

Tools covered

Generative AI AssistantsAI Search & ResearchMedia MonitoringMessage DevelopmentPress Release DraftingStakeholder CommunicationSentiment AnalysisCrisis Communication SupportAI-Powered Presentation & Communication Tools

Who should attend

  • Public Relations Executives
  • Public Relations Managers
  • Corporate Communications Professionals
  • Communications Managers
  • Media Relations Professionals
  • External Communications Professionals
  • Internal Communications Professionals
  • Brand Communication Professionals
  • PR Consultants
  • Corporate Affairs Professionals
  • Content & Communications Professionals
  • Executive Communications Professionals
  • Reputation Management Professionals
  • Marketing Communications Professionals
  • PR & Communications Team Leads

Prerequisites & Participant Readiness

  • Basic understanding of public relations, communications, or marketing
  • Familiarity with press releases, media communication, stakeholder messaging, or corporate content is helpful
  • Basic written communication and research skills
  • No programming or technical AI knowledge required
  • No previous AI-tool experience required

TOC Modules

Concepts
  • Understanding Generative AI and its relevance to modern PR and corporate communications
  • Exploring AI applications across media research, message development, content drafting, monitoring, and reporting
  • Understanding the difference between AI assistance, communication automation, and professional judgement
  • Recognising AI limitations, hallucinations, tone risks, and reputational consequences
Practical activities
  • Identifying high-value AI applications across a typical PR and Communications workflow
  • Comparing a traditional communication task with an AI-assisted approach

Scenarios

Business Announcement to Media Communication

Business Update → AI-Assisted Research → Key Messages → Press Release → Media Pitch → Executive Talking Points → Review

Participants use AI to transform a sample business announcement into coordinated PR materials while maintaining factual accuracy, tone, and organisational consistency.

Reputation Issue to Stakeholder Response Plan

Issue Signal → AI-Assisted Analysis → Stakeholder Concerns → Risk Assessment → Holding Statement → FAQs → Communication Plan

Participants use AI to structure a simulated reputation issue, identify stakeholder concerns, and prepare draft communication materials for authorised review.

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