Role-Based Programme
RB1199

AI for PR & Communications

Advanced Media Intelligence, Reputation Management & Strategic Communication

IMAGE REQUIRED
Duration
32 Hours
Level
Advanced
Delivery
Instructor-Led
Format
Capability Development

Programme Objectives

  • Develop advanced capability to apply AI across public relations, media relations, corporate communications, reputation management, executive communication, and crisis response.
  • Use AI-assisted research to monitor media coverage, stakeholder sentiment, industry narratives, competitor communication, and emerging reputation risks.
  • Apply AI to message development, press materials, media briefs, executive communication, campaign planning, and stakeholder engagement.
  • Use AI-assisted analysis to improve communication quality, media intelligence, issue detection, response speed, and reputation management.
  • Build responsible AI-enabled PR and Communications workflows with strong validation, confidentiality, brand governance, misinformation controls, and human oversight.

Tools covered

Generative AI AssistantsAI Search & Deep ResearchMedia IntelligenceNews MonitoringStakeholder AnalysisSentiment AnalysisMessage DevelopmentPress Release SupportExecutive CommunicationCrisis CommunicationReputation MonitoringSocial Listening ConceptsContent AnalysisWorkflow AutomationAI Agents

Who should attend

  • Public Relations Managers
  • Corporate Communications Managers
  • PR Executives
  • Communications Specialists
  • Media Relations Professionals
  • External Communications Professionals
  • Internal Communications Professionals
  • Reputation Management Professionals
  • Corporate Affairs Professionals
  • Brand Communications Professionals
  • Crisis Communications Professionals
  • Executive Communications Professionals
  • Content & Communications Professionals
  • Media Monitoring Professionals
  • Marketing Leaders Responsible for Communications & Reputation

Prerequisites & Participant Readiness

  • Experience in public relations, corporate communications, media relations, brand communication, or corporate affairs
  • Familiarity with press releases, media engagement, stakeholder communication, reputation management, and communication campaigns
  • Basic awareness of Generative AI and common business applications
  • Comfort working with media, stakeholder, communication, and reputation information
  • No programming knowledge required

TOC Modules

Concepts
  • Understanding Generative AI, reasoning models, multimodal AI, AI search, automation, and AI agents
  • Exploring AI applications across media monitoring, writing, stakeholder engagement, and reputation management
  • Distinguishing AI-assisted communication from automated publishing
  • Understanding hallucinations, misinformation, confidentiality, bias, and human accountability
Practical activities
  • Mapping AI opportunities across the PR and Communications lifecycle
  • Identifying activities suitable for augmentation, automation, or continued human ownership
  • Creating an AI opportunity map for communications teams

Scenarios

Corporate Announcement to Integrated Media Campaign

Business Development → Stakeholder Analysis → Core Narrative → Key Messages → Press Release → Media Pitch → Executive Talking Points → Coverage Monitoring

Participants use AI to transform a major corporate announcement into an integrated communications programme with consistent messaging, media engagement, executive communication, and measurement.

Emerging Reputation Issue to Crisis Response Strategy

Media Signal → Issue Verification → Stakeholder Impact → Risk Assessment → Holding Statement → Media Response → Executive Communication → Monitoring → Recovery Plan

Participants use AI to detect and analyse an emerging reputation issue, prepare stakeholder and media responses, establish escalation protocols, and create a structured communication recovery plan.

Related programmes

Continue with programmes from the same capability area.

Take the next step

Ready to make this programme work for your team?

Customise modules, duration and business scenarios for your team.

Instructor-ledVirtualHybrid

Designed around your roles, tools and real workflows.