AI in PR Capability Pathway Session

Mastering AI in PR: Applied AI for Practitioners

The last few years have seen AI move from useful tool to active presence in public relations and communication. It continues to shape search, content, stakeholder engagement, internal communication, issues management, reputation, research and crisis response.

It has also changed the risks practitioners must understand and advise on, from narrative attacks and synthetic content to governance, ethics, data protection and organisational accountability.

Mastering AI in PR is a highly practical, live online session designed to help practitioners strengthen their ability to apply AI, using the technology with greater purpose, confidence and control.

The session takes you into the current operating environment, exploring how models and workplace tools such as ChatGPT, Microsoft Copilot, Claude, Gemini and DeepSeek can be used in daily practice to support strategy, analysis, planning, content development, stakeholder insight, consultation, issues and risk management.

This is a practical working session focused on what practitioners need to know now, what has changed in recent months and how to apply AI responsibly and ethically in real-world practice. Participants will work through practical examples, use cases and scenarios designed to improve capability, sharpen judgement and support better advice to organisations.

Suitable for practitioners at any stage of their career, this session will help you keep pace with AI developments, improve your own practice and guide your organisation through the opportunities, risks and responsibilities of AI adoption.
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 Course information
Watch and listen  

You will cover:

How to build an AI-augmented workflow — use AI to support research, planning, drafting, analysis, review and evaluation without losing professional control.

How to use AI for insight and sensemaking — analyse information, identify patterns, compare perspectives and surface emerging issues, risks and stakeholder concerns.

How to work with AI-generated assets — develop, test and refine content, visuals, scenarios, messages and communication materials while maintaining strategic, ethical and reputational alignment.

How to understand and use digital agents — explore the role of agentic AI in task automation, stakeholder analysis, consultation support, monitoring, issue escalation and crisis response.

How to recognise AI-enabled risks — misinformation, synthetic content, narrative attacks, bias, hallucination, over-reliance and the reputational consequences of poor AI use.

How to strengthen AI governance and professional judgement — understand the work to do before AI is adopted, deployed or trusted, and support responsible use across your organisation.

Live session Recording now available - watch on demand

Reading,  resources and supporting guides

Certificate of Completion

CPD Points - 2 

You'll discover

  • Ways to put AI to work - ethically
  • Latest tools and applications
  • Data wrangling for reputation management
  • AI-human communication essentials
  • How to boost your productivity and performance with AI
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Explore effective stakeholder analysis

Because AI knows more about your communities than you think

Interrogate your
data

Discover essential information for risks, issues and crisis preparation

Prompt and
personal

Learn how to ask the questions that matter - and that get results