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About

This practical workshop is designed to help communications professionals use AI effectively in their day-to-day work, and to understand more complex uses of AI. 

The sessions will begin with the foundational principles of using AI, supporting teams to apply these strategically and responsibly. We will then explore how you can embed AI in day-to-day comms tasks (from crafting press releases to testing messages), share prompting best practice, and introduce more advanced applications such as agents and synthetic audiences.

The workshop will cater to all staff at different stages of the AI journey, and will include live demos and practical exercises, primarily using Microsoft Copilot. While one chapter has a specific focus on navigating Copilot, the majority of the skills shared in this workshop can be applied across all major AI platforms.

Learning outcomes:

After attending this course. delegates will be able to:

• Understand key principles of using AI effectively
• Understand algorithmic and data bias, and how to overcome it
• Navigate Copilot and understand its key functions
• Create effective prompts using the ACDQ framework and other techniques
• Build agents for repetitive comms tasks
• Understand GEO and other advanced AI applications
• Learn how to embed AI into their daily comms work, including:
  – Research
  – Audience insight
  – Media tasks (researching journalists, crafting press releases, tailoring pitches)
  – Campaign planning
  – Image and video generation
  – Data analysis for digital channels
  – Automating admin tasks (emails, forms, etc.)