Human-Led AI, Ethics, and Crisis Communication Define Rutgers Six-Month PR Certificates

AI-aware PR training: Rutgers certificates for today's communications

Rutgers School of Communication and Information is offering two certificate programs built for how PR work is changing with generative AI. Each program runs six months and includes six classes, with four-week modules that let professionals learn and apply quickly.

Two programs, clear outcomes

• Public Relations Certificate: A practical overview of PR fundamentals, ethical considerations, and social media skills. Ideal for building a solid base or refreshing core capabilities.
• Crisis Communication and Reputation Management Certificate: A deeper track focused on strategies for high-conflict situations, crisis management, and one-on-one media training.

"I think in tandem, they help people who are out there in the field or want to get into the field develop the necessary skills to thrive in the practice," said Michael Cherenson, academic director for communication certificate programs.

Format and who it serves

There is no degree prerequisite, and the primary audience is adult learners. The programs support lifelong learning, which is essential in information and communication roles that keep shifting with technology and audience behavior.

How AI fits the work

Cherenson runs a public relations firm and uses human-led AI to provide clarity, anticipate problems, and brainstorm scenarios. "(AI) has not certainly cost any jobs, and in many ways, it's enhanced our (firm's) services… we can now dedicate more time to doing a wider range of things and really explore different aspects of a client's needs."

He stresses disclosure, fact-checking, and human judgment as non-negotiables. Every company should decide how and when AI is used, with standards that protect accuracy, confidentiality, and client trust.

Career takeaways for PR and communications pros

• Digital and AI literacy is now a hiring signal-especially for young professionals who can help senior leaders understand practical use cases.
• Students and early-career pros should learn to use AI in interesting yet ethical ways to stand out for internships and entry roles.

Put this into action

• Draft an AI policy with disclosure and verification steps for your team. Keep a human in the loop for final decisions.
• Use AI to map crisis scenarios, stress-test messaging, and prep Q&A for high-conflict situations-then fact-check and refine with your experts.
• Run one-on-one media practice using AI-generated interview prompts, followed by human coaching for delivery and nuance.

Explore the school offering these programs at Rutgers School of Communication and Information. For role-specific AI upskilling, see curated options at Complete AI Training.

"I think our ability to act ethically has a profound ripple effect on everything in this world, and I think we all have an obligation to commit ourselves to doing that," Cherenson said.