Full course description
Through a 6-week journey, this course explores how AI technologies are transforming public relations and professional communications. Students will examine AI's role in media monitoring, content creation, crisis management, audience engagement, personalization, and data analytics. The course combines theoretical insights with practical applications, emphasizing ethical considerations and strategic implementation to prepare students for the evolving landscape of the PR industry.
About This Course
By the end of this course, participants will be able to:
· Understand AI Fundamentals: Grasp the basic concepts of AI and machine learning relevant to PR.
· Understand the Evolving Role of PR Professionals: Recognize how AI is changing the nature of PR jobs and the importance of human skills like creativity, empathy, and strategic thinking.
· Apply Core AI Applications in PR: Utilize AI for media monitoring, content creation, data analysis, and crisis management.
· Implement Strategic AI Integration: Develop and execute AI-enhanced PR strategies focusing on personalization, efficiency, and ethical considerations.
· Engage in Crisis Management with AI: Use AI tools to effectively manage and mitigate crises, ensuring swift responses and maintaining brand reputation
· Evaluate Best Practices: Assess current best practices for using AI in PR and professional communications.
· Address Ethical and Legal Considerations: Navigate the ethical challenges and comply with legal guidelines associated with AI in communications.
· Critically Assess AI Implementations: Analyze real-world case studies to understand successful and unsuccessful AI applications.
Courses Modules:
1. What PR Is and Isn’t: Define PR's core focus on trust and relationships, distinguishing it from marketing and sales.
2. The Evolving Role of PR Professionals: Explore how AI enhances PR tasks while emphasizing creativity and human connection.
3. Crafting a Message for the Media: Learn to create clear, impactful messages with message maps and AI support.
4. Media Monitoring and Analysis: Use AI tools to track brand mentions, analyze sentiment, and monitor trends.
5. Content Creation: Leverage AI for generating press releases, blogs, and multimedia while maintaining brand voice.
6. Audience Engagement: Discover AI-driven personalization, real-time interaction, and chatbot best practices.
7. Crisis Communications: Manage crises with empathy, transparency, and AI tools for swift response.
8. PR Nightmares: Deep Fakes: Identify and address risks posed by AI-generated deepfakes to protect your brand.
9. AI Ethics in PR: Implement ethical AI practices focused on transparency, fairness, and accountability.
10. Future Trends: Anticipate AI innovations and learn strategies to balance technology with human expertise.
11. Course Review: Recap key lessons, including PR fundamentals, AI integration, ethical practices, and future readiness.
Requirements:
There are no prerequisites for this course. This course is Ideal for:
Public Relations professionals, Media and Communication specialists
Marketing, business leaders and entrepreneurs, educators and AI trainers.
About The Instructor:
Hailey Wilson brings a wealth of expertise in strategic communications and a forward-thinking perspective on integrating artificial intelligence into public relations. With over 15 years of experience in corporate communications across diverse industries such as energy, biotechnology, and financial services, Hailey has developed a nuanced understanding of how to craft compelling narratives that inform, engage, and inspire action.
As the founder of Hailey Wilson Communications and RealmIQ partner, Hailey works closely with organizations to refine their communication strategies, navigate crises, and implement thoughtful change management processes. Her work reflects a deep commitment to ethical communication and the importance of empathy in messaging. Hailey is also the creator of AImpact, a resource dedicated to helping professionals explore AI’s potential in enhancing storytelling and streamlining workflows in communications.