11-12 June 2026
9.30 am - 4 pm (ET)
Most communicators are experimenting with AI, but very few are using it in a way that delivers consistent, measurable impact. This two-day certified virtual course is designed to help you move beyond experimentation and build a structured, practical approach to using AI across your communications work. Delivered live via Zoom, the program focuses on real implementation, giving you the tools, workflows, and confidence to apply AI immediately in your role.
All attendees receive a Certificate of Attendance from the McMaster University Master of Communications Management Executive Education program, making this not just training, but a recognised executive learning experience.
Alex Sévigny, PhD, APR
Associate Professor, Communications Management, McMaster University
Alex Sévigny is a tenured associate professor of communications management at McMaster University in Hamilton, Canada, where he teaches in the globally recognised Master of Communications Management program. He is also the CPRS Chief National Accreditation Examiner, overseeing the APR program at a national level. Alex has worked as a lecturer, consultant, and trainer with global corporations, government agencies, not-for-profits, military organisations, and healthcare institutions. Known for his engaging and highly practical teaching style, he helps professionals build confidence and real-world skills they can apply immediately in their work.
This course is designed for senior professionals working in:
If you are looking to move from testing AI tools to actually using them in a structured, strategic way, this course is built for you.
Brochure download (260 kB)
Part 1: Understanding the AI Landscape for Communicators
Get clarity on what is actually working in AI today and where it delivers real value in communications. Align on how AI fits into your role and identify immediate opportunities.
Part 2: Auditing and Redesigning Your Workflow
Learn how to assess your current communications workflows and identify where AI can improve efficiency and output. Redesign your workflow to integrate AI in a way that enhances speed, quality, and control.
Part 3: Responsible AI in Practice
Understand how to use AI while protecting credibility, accuracy, and brand integrity. Apply practical guardrails to ensure your outputs remain trustworthy and aligned with your organization.
Part 4: AI for Writing and Storytelling
Use AI to generate stronger ideas, structure narratives, and produce better first drafts faster. Explore how to maintain your voice while increasing speed and consistency.
Part 5: Building a Brand Knowledge System
Learn how to structure your brand inputs so AI outputs are accurate, consistent, and on message. Build a system you can use immediately to improve content quality.
Part 6: Advanced Content Creation with AI
Explore how to use AI for video, audio, and other formats to elevate your communications output and scale content production.
Part 7: Hands-On Content Creation
Create your own AI-generated content including short videos, branded assets, and synthetic voice applications that you can apply in campaigns.
Part 8: Key Takeaways and Application
Consolidate learnings and define how you will apply AI immediately in your day-to-day work.
Part 1: From Tools to AI Systems
Understand how AI is evolving from standalone tools to systems that support workflows, decision making, and communications at scale.
Part 2: Identifying High-Value Use Cases for AI Agents
Explore where AI agents can deliver real value in communications, from content to campaigns to internal processes.
Part 3: Building Your Own AI Assistant
Learn how to create domain-specific GPTs tailored to your organization, ensuring outputs are relevant, accurate, and aligned with your brand.
Part 4: Hands-On: Creating and Configuring AI Tools
Build and configure your own AI assistant that you can use immediately in your role.
Part 5: From Custom GPTs to Agentic Workflows
Understand how to connect tools into workflows that automate tasks while maintaining human oversight and control.
Part 6: Applying AI Agents in Real Scenarios
Work through practical exercises to simulate campaigns and see how AI agents can support planning, execution, and optimization.
Part 7: Responsible AI and Governance
Learn how to implement AI agents safely with clear guidelines, SOPs, and risk management practices.
Part 8: Measuring Performance and Building Data-Driven Practice
Use AI to track performance, evaluate outputs, and turn data into insights that support better strategic decisions.
Part 9: Redesigning Your Workflow with AI and Data
Integrate AI into your full communications workflow to improve efficiency, consistency, and impact.
Part 10: Key Takeaways and Action Plan
Define your next steps and leave with a clear, practical plan to apply AI in your organization immediately.
This program can also be delivered as a tailored in-house training for your organization. We adapt the content to your industry, objectives, and level of maturity, focusing on real challenges your teams face and the decisions they need to make. In-house formats allow your people to align on a shared approach, work through relevant scenarios, and build skills they can apply immediately.
If you’re exploring an in-house option, tell us a bit about your team, priorities, and timing, and we’ll recommend the right format.
Contact us about in-house training
AI in Public Relations
