Overview: This intensive 3-hour session provides senior PR professionals with an in-depth look at how artificial intelligence (AI) is transforming the PR landscape. Through interactive discussions, and hands-on simulations, participants will gain strategic insights into leveraging AI to maximize campaign impact and demonstrate ROI. 
 
Key topics covered:
 
- AI for predictive analysis - Using machine learning to uncover insights from data to optimize campaign targeting and messaging
 
- Automating content creation - Generating press releases, posts, and other content with natural language generation algorithms 
 
- Reputation management - Employing AI monitoring tools and machine learning to analyse sentiment, track brand mentions, and guide crisis response  
 
- Measuring PR performance - Using AI for data analysis and modelling to quantify PR results and communicate value
 
- Mitigating ethical risks - Evaluating biases in data/algorithms, transparency in AI systems, and other ethical considerations 
 
Takeaways: Through exploring case studies, concrete examples, and hands-on activities, participants will learn how to incorporate AI into high-level PR planning and decision-making. They will leave better prepared to lead innovative AI initiatives at their organisations.

 The course will be led by Andrew Bruce Smith,  much sought-after speaker and commentator on the impact of AI. With a remarkable career spanning 38 years, Andrew has strategically integrated AI into digital communications programmes for some of the world’s largest brands. His expertise in AI and its integration with social media and analytics has earned him five Google Analytics Individual Qualifications and the status of an approved Google Partner in search advertising.

As well as Chair of the CIPR AI Panel, Andrew was instrumental in the CIPR’s 2021 Professional Practice Review into Research, Measurement and Evaluation in Public Relations and Communications, where his expertise in AI played a significant role. In 2018 CIPR hailed Andrew “one of PR’s greatest thinkers”.

Contact: Jenifer Stirton
Email: [email protected]