Measuring & evaluating PR in the AI era

Course aim
The aim of this two-day course is to bring you up-to-date on the latest developments and guidance on planning and measurement, including AI-driven approaches. It will take you through the process of setting objectives and choosing the right measures, using case study examples where possible. It will help you advise your organisation on the importance of linking PR campaigns to business objectives, explain why AVE is a discredited measure, and demonstrate why research, enhanced by AI analytics, is the foundation for planning PR campaigns.

Who should attend?
Suitable for practitioners involved in the design and running of PR programmes, especially those looking to integrate AI-powered tools and techniques

What to expect?

• An overview of global best practices approaches, including AI applications in PR
• Group discussions based on case studies featuring AI-enhanced measurement approaches
• Practical exercises incorporating AI-driven measurement tools.

Course Objectives
Participation in the course will provide you with the knowledge to:

• Understand the latest global practice in research, planning and measurement, including AI-powered solutions
• Set objectives linked to your organisation's goals and choose the right measures, leveraging AI for data analysis
• Know the difference between outputs and outcomes in both traditional and AI-enhanced PR strategies
• Understand the balance between research, planning and measurement, with AI as a key enabler
• Understand non-AVE measures and how AI can provide more accurate and insightful metrics.

Interested in running this course just for your team? Get in touch with us at [email protected] to arrange a bespoke or in-house session or Request a quote