Understanding
AI in PR
Your guide to artificial intelligence in public relations and communication
This is your essential guide to artificial intelligence in public relations and communication – what you need to understand, where AI fits in practice and how to navigate an increasingly complex AI-enabled world.
Available on demand, this session builds the knowledge and understanding you need to work confidently and responsibly with AI as its capabilities continue to evolve.
Explore the different forms of artificial intelligence, from machine learning and generative AI to reasoning models, multimodal systems and AI agents. Discover how AI can enhance research, monitoring and evaluation, strengthen situational and stakeholder intelligence, uncover strategic insights from data, support data-driven storytelling and extend our ability to develop and deliver effective strategy.
We also confront the challenges AI brings to practice: bias and fabrication, privacy and intellectual property, synthetic content, misinformation, disinformation and malinformation, alongside the growing questions of governance, transparency, accountability and oversight as AI systems become increasingly capable of acting on our behalf.
Designed for public relations and communication professionals at every stage of their career, this course will help you understand what AI can – and cannot – do, help you to make informed choices about its use and apply human judgement where it matters most.
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Course overview
Watch and listen
Course Modules and Content
On demand
At your own pace
Reading and resources
Certificate of Completion
CPD Points - 6
You will cover
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Introduction to Generative AI - looking beyond ChatGPT
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Ethics and application - the rights and wrongs of AI in the workplace
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Where are we? Keeping up with the (hourly) shifts
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Prepare yourself. What you need to do to stay ahead and evolve future practice.
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