AI Essentials - on demand

Understanding
AI in PR

Your essential guide to artificial intelligence in public relations - what you need to know and how to navigate through this new era.

Now on demand, this  session will equip you with the knowledge and understanding you need to use AI effectively.

Understand how AI can enhance every aspect of our work from research and evaluation, to real-time monitoring and deep insights through data analytics. Explore the ethical dimension and discover some of the AI tools that help manage crises, personalise engagement and drive effective strategy development.

This course is designed to help you move to  the forefront of innovation, enhance your capabilities and maintain your competitive edge. 
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 Course overview
Watch and listen

Course Modules and Content  

01 Navigating this course

Finding your way around, timing and directions

02 Start at the Heart

What we do, why we do it and the contextual application of AI

03 Inside AI

What it is, how it works, what we need to understand and what can go wrong. We cover models types, agents and agentic AI and ways to work wisely with the technology.

04 AI - Our Partner in Practice

We look at a day in the life with AI in PR - in house, consultancy and internal communications - then ethics, prompting and staying safe with AI.

05 AI in PR - Putting the Technology to Work

Practical applications for artificial intelligence, public relations and communication. Your 'how, what, when, where and why' guide to making it work. Starting with research and covering stakeholder mapping, internal communication, risks, issues and crisis preparation, personalised communication, active AI and more.

06 Staying in the Race - AI in PR Updates

AI doesn't sit still - and nor does this course. This module carries regular updates for your reference and revisits.

07 Recognising your Learning

Certificates and recommended next steps

On demand
At your own pace

Reading and resources

Certificate of Completion

CPD Points - 2

You will cover

  • Introduction to Generative AI - looking beyond ChatGPT
  • Ethics and application - the rights and wrongs of AI in the workplace
  • Where are we? Keeping up with the (hourly) shifts
  • What's next? How AI is used in PR and communication and what's to come
  • Prepare yourself. What you need to do to stay ahead and evolve future practice.
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Prompt Response

Explore the world of prompt engineering - and how it is a superpower you already possess 

Picture this

Unleash your creativity and conjure images that connect

Fantastic forecasts

Dig into data and direct attention to the insights that matter