Role-Based Programme
RB1198

AI for PR & Communications

Media Intelligence, Strategic Messaging & Reputation Management

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Duration
16 Hours
Level
Intermediate
Delivery
Instructor-Led
Format
Capability Training

Programme Objectives

  • Develop practical AI capabilities for public relations, corporate communications, media intelligence, stakeholder messaging, and reputation management.
  • Apply AI to research media narratives, industry developments, stakeholder concerns, emerging issues, and communication opportunities.
  • Use AI to strengthen press releases, executive communication, media briefs, statements, FAQs, speeches, and stakeholder messaging.
  • Analyse media coverage, sentiment, communication effectiveness, and reputation signals to support better communication decisions.
  • Apply responsible AI practices related to factual accuracy, confidentiality, copyright, misinformation, brand reputation, and human approval.

Tools covered

Generative AI AssistantsAI Search & ResearchMedia Monitoring ConceptsNews & Trend AnalysisSentiment Analysis ConceptsMessage DevelopmentContent DraftingStakeholder CommunicationReputation AnalysisCrisis Communication SupportExecutive SummarisationPresentation Tools

Who should attend

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

Prerequisites & Participant Readiness

  • Experience in public relations, corporate communications, media relations, branding, or marketing communications
  • Familiarity with press releases, media communication, stakeholder messaging, and communication campaigns
  • Basic familiarity with Generative AI tools is recommended
  • Ability to interpret media, stakeholder, and communication information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, multimodal AI, and AI assistants
  • Exploring AI applications across media research, messaging, content, reputation, and communication planning
  • Understanding how AI differs from media monitoring, social listening, and communication-management tools
  • Recognising hallucinations, fabricated information, misleading summaries, and AI limitations
Practical activities
  • Mapping PR and communication activities to practical AI applications
  • Identifying high-value versus high-risk communication use cases
  • Comparing traditional and AI-assisted communication workflows

Scenarios

Corporate Announcement to Integrated Communications Plan

Business Development → Stakeholder Mapping → Media Research → Message Architecture → Press Release → Executive Talking Points → Internal Communication → Media Engagement Plan

Participants use AI to transform a simulated corporate announcement into a coordinated communication plan covering media, employees, leadership, and external stakeholders.

Emerging Reputation Issue to Crisis Communication Response

Issue Detection → Media & Sentiment Analysis → Fact Verification → Stakeholder Impact → Holding Statement → Q&A Development → Escalation → Reputation Recovery Plan

Participants use AI to analyse a simulated emerging reputation issue, organise verified information, prepare controlled communication materials, and develop a structured response and recovery plan.

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