Role-Based Programme
RB1197

AI for PR & Communications

Smarter Messaging, Media Intelligence & Reputation Management

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Duration
8 Hours
Level
Basic
Delivery
Instructor-Led
Format
Workshop

Programme Objectives

  • Understand how AI can support PR and Communications across research, message development, media monitoring, stakeholder communication, and reputation management.
  • Apply AI to analyse media coverage, audience sentiment, industry developments, and communication risks.
  • Use AI to improve press releases, executive messages, FAQs, media briefs, campaign communication, and internal communication.
  • Develop practical skills for media analysis, message adaptation, crisis-response preparation, and communication-performance review.
  • Understand responsible AI use, factual accuracy, confidentiality, copyright, reputational risk, and human oversight in public communication.

Tools covered

Generative AI AssistantsAI Search & ResearchMedia MonitoringMessage DevelopmentPress Release DraftingExecutive CommunicationSocial ListeningSentiment AnalysisCrisis Communication SupportCommunication Performance Analysis

Who should attend

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

Prerequisites & Participant Readiness

  • Basic understanding of public relations, corporate communication, or marketing communication
  • Familiarity with press releases, media interaction, stakeholder communication, or communication campaigns is helpful
  • Basic written communication and digital-tool skills
  • No programming or technical AI knowledge required
  • Prior AI-tool experience is helpful but not mandatory

TOC Modules

Concepts
  • Understanding Generative AI and its relevance to PR and communication workflows
  • Understanding how AI can support research, drafting, monitoring, analysis, and communication planning
  • Distinguishing AI assistance from media-monitoring platforms, social listening, and traditional search
  • Understanding AI limitations, hallucinations, bias, and reputational risks
Practical activities
  • Identifying recurring PR and Communication activities suitable for AI assistance
  • Comparing traditional and AI-assisted approaches to a communication task
  • Mapping AI opportunities across the communication lifecycle

Scenarios

Corporate Announcement to Multi-Stakeholder Communication

Business Announcement → Key Facts → Audience Mapping → Message Framework → Press Release → Executive Talking Points → FAQs → Channel Adaptation

Participants use AI to transform a sample corporate announcement into coordinated communication for media, employees, customers, and leadership audiences.

Emerging Reputation Issue to Crisis Communication Plan

Media Signal → Verification → Issue Assessment → Stakeholder Impact → Holding Statement → FAQs → Escalation → Ongoing Monitoring

Participants use AI to structure a response to a sample reputation issue, prepare initial communication materials, and develop a controlled escalation and monitoring plan while retaining final approval with authorised communication leaders.

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