We’re launching a six-part AI for Comms & PR course for people working across communications, PR and public affairs. Whether you’re just getting started with AI or already using it but want to understand what it can really do for your work, this course will give you practical ways to use it with more confidence.
Across six lunchtime sessions, we’ll cover how AI is changing communications, research and content creation, reputation and crisis management, AI search, measurement, agents and the risks organisations need to understand. You’ll learn from leading communications and PR practitioners, all sharing practical examples from their own work.
By the end, you’ll have a much clearer idea of where AI can save you time, where human judgement still matters most, and what you need to know to stay useful and relevant as the industry changes.
When: Every Thursday lunchtime, 12.30pm–1.30pm, from 5 November until 10 December.
Where: Online via Zoom
Watch back: All sessions are recorded. Ticket holders will receive a recording after each event, along with any accompanying slides and notes provided by the session leader.
Week 1: Understanding AI: What Every Communications Professional Needs to Know with Farzana Baduel
Thursday 5th Nov 12.30-1.30pm
You’ll learn:
- How AI is changing client expectations, communications teams and the way PR agencies operate
- Reputation and crisis management
- What successful AI adoption looks like across an organisation, rather than relying on isolated tools and experiment
- Where human judgement, relationships and strategic counsel remain essential, and how communicators can strengthen their value
Farzana Baduel is Chief Executive and Co-Founder of Curzon PR, President of the Chartered Institute of Public Relations for 2026 and Resident PR Expert at the University of Oxford’s Saïd Business School.
Week 2: Building Your Everyday AI Toolkit with Yasmine Triana
Thursday 12th Nov 12.30-1.30pm
You’ll learn:
- Researching, prep and how to prompt strategically to get the insights you need
- Finding stories and angles from client data and information
- Presentations and reporting and briefing notes
Yasmine Triana is Director and Head of PR at Rooster, where she leads its B2B, corporate and property teams, and writes The GEO Nerd newsletter exploring AI search and communications.
Week 3: Creating Better Strategies and Content in Half the Time with Effie Kanyua
Thursday 19th Nov 12.30-1.30pm
- How to use AI to develop stronger communications strategies and campaigns
- Practical ways to create press releases, articles, blog posts and social content more efficiently
- How to edit AI-generated content so it sounds like you, rather than a chatbot
Effie Kanyua is the founder of We Are Warriors PR and AI platform LILA Assistant, and a former BBC journalist who has led communications at Hearst UK and Bauer Media.
Week 4: Getting Your Organisation Found in the Age of AI Search – Paul Stollery
Thursday 26th Nov 12.30-1.30pm
You’ll learn:
- Why ChatGPT and LLMs are changing how organisations get discovered
- How to create content that AI search engines are more likely to reference and cite
- Building pipeline using GEO as lead generator
Paul Stollery is Co-Founder and Creative Director of technology communications agency Hard Numbers and was named to PRovoke Media’s 2026 Innovator 25 for his work on Generative Engine Optimisation and AI search.
Week 5: Protecting Your Reputation When Using AI with Kerry Knight
Thursday 3rd December 12.30-1.30pm
You’ll learn:
- What rules and regulations should you adhere to
- How to identify AI-related risks before they become reputational problems
- How to prepare for scrutiny of your AI use.
Kerry Knight is a Chartered PR Practitioner specialising in crisis preparedness and AI governance, helping organisations understand and manage the reputational risks that come with using AI.
Week 6: Demonstrating value and future proofing your career with Catherine Arrow
Thursday 10th December 12.30-1.30pm
You’ll learn:
- Using AI in measurement and evaluation of impact
- Use agents – how to use them and ethical considerations
- Future proofing your career and staying ahead
Catherine Arrow is Executive Director of PR Knowledge Hub, a global PR educator specialising in areas including AI, strategy, measurement and evaluation, ethics, risk and reputation.
