Cambridge
Academy
In London

Introduction

Artificial Intelligence (AI) is transforming how organizations build, maintain, and protect their reputations. This course explores how AI tools can optimize PR campaigns, predict public sentiment, and personalize communication strategies.

Objectives

- Understand the role of AI in PR strategy.

- Learn to use AI for media monitoring and sentiment analysis.

- Explore AI-driven storytelling and audience targeting.

- Develop skills to design AI-enhanced PR campaigns.

Audience

- PR professionals

- Corporate communication officers

- Media consultants

- Marketing & branding executives

5-Day Outline

Day 1: Introduction to AI in PR

- Defining AI and its relevance in public relations

- Current trends of AI adoption in PR globally

- Opportunities and challenges of AI in communications

- Case studies of AI-driven PR strategies

- Group discussion: How AI could impact participants’ organizations

Day 2: AI for Media Monitoring & Sentiment Analysis

- Introduction to AI-powered monitoring tools (e.g., Meltwater, Brandwatch)

- Understanding sentiment analysis and natural language processing (NLP)

- Hands-on: Tracking brand mentions with AI

- Interpreting data for PR decision-making

- Exercise: Build a simple media monitoring report

Day 3: AI-Powered Audience Segmentation & Personalization

- How AI clusters audiences and predicts behavior

- Tools for creating AI-based audience personas

- Personalization in PR campaigns using machine learning

- Real-world examples of personalized PR strategies

- Workshop: Designing targeted messages for different audience segments

Day 4: AI in Crisis Communication

- Using predictive analytics to identify potential crises

- AI chatbots in handling stakeholder queries during crises

- Monitoring fake news and misinformation spread

- Case study: AI in managing a corporate crisis

- Simulation: Responding to a crisis with AI tools

Day 5: Designing and Presenting AI-Driven PR Campaigns

- Steps to integrate AI in campaign planning

- Building KPIs for AI-enhanced PR campaigns

- Practical exercise: Drafting a mini AI-driven campaign

- Peer review and feedback sessions

- Final presentations and wrap-up