Video course · 12 chapters · 61 min · certificate
PR Masterclass on AI and Communications
A WCFA masterclass on AI for PR and communications: AI in PR isn't new, the ABC of AI risks, practical next steps, generative vs predictive AI, the communications-engineer mindset, text, image and audio tools, AI in PR workflows, industry trends and Q&A on pitches, misinformation, cost and targeting.
What you'll learn
- Explain why AI in PR isn't new
- Identify the main AI risks for communicators
- Distinguish generative and predictive AI
- Adopt a communications-engineer mindset
- Use text, image and audio tools in PR workflows
- Address misinformation and cost questions
Chapters
12 chapters · 60:31-
3:56
01Intro Members
Introduction and overview
Welcome.
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5:40
02History Members
AI in PR: it's not new
Already here.
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6:02
03Risks Members
Risks: the ABC of AI
Threats to the profession.
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2:01
04Adoption Members
Practical next steps
Start now.
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4:13
05Types Members
Generative vs predictive AI
Two kinds.
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5:37
06Mindset Members
The communications engineer
Engineering prompts.
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7:45
07Tools Members
AI tools: text, image, audio
Modalities.
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4:35
08Workflows Members
AI in PR workflows
Human plus machine.
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4:37
09Trends Members
Industry trends and tools
State of comms tech.
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10:16
10Q&A Members
Q&A: pitches, misinformation, cost
Audience questions.
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1:55
11Future Members
Q&A: targeting and future threats
Audience targeting.
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3:54
12Wrap-up Members
Wrap-up and resources
Community.
Jobs this course suits
Our AI checked this course against 500 jobs; these get the most out of it. Each job links to its learning path.
Public Relations SpecialistsCommunication ManagersMedia Relations SpecialistsPublic Affairs SpecialistsCrisis Communications ManagersMarketing and CommunicationsInternal Communications ManagersInvestor Relations ManagersSpeechwritersInfluencer Marketing ManagersCommunity ManagersSocial Media Coordinators