AI for PR & Communications Professionals

AI for PR & Communications Professionals

NEXT COHORT BEGINS JANUARY 2026!

PR is being rewritten in real time. Learn to write the next chapter.

And for PR professionals, that means the old playbook no longer works. Media moves faster, clients expect more, and the tools that give you an edge are changing every month.

AI for PR & Communications Professionals is a six-week, live certificate course designed for communicators who don’t just want to keep up — they want to set the pace.

Led by industry leaders Pete Pachal, Peter Bittner, and Kris Krüg, this program brings together deep expertise in media, strategy, and creative technology to help you work smarter, think faster, and lead with confidence in the AI-powered communications era.

Designed for PR and communications professionals specifically , this course provides actionable insights and practical applications of AI to transform how you engage with your audience.

What You’ll Gain

• Real Mastery of Modern PR Tools: Go beyond dabbling. Learn to use ChatGPT, Perplexity, Claude, and vibecoding platforms to supercharge how you research, write, and manage campaigns.
• Workflows With Intelligence: Automate the busywork — media list building, reporting, drafting — so you can focus on strategy, storytelling, and client impact.
• Insight You Can Act On: Turn AI-powered data into strategy. Track sentiment, analyze coverage, and measure ROI with tools that make complex insights instantly clear.
• Personalized Coaching: Get direct feedback and guidance from Pete, Peter, or Kris in two 1-on-1 sessions tailored to your goals and your workflow.
• Real-World Capstone Project: Build something you can actually use. Craft a custom research assistant, content engine, or reporting system that fits your brand or clients. Leave the course with proof of what you’ve learned and what you can do.

This isn’t another “AI for beginners” class

It’s a guided upgrade for communicators who actually want to use this tech to work smarter, not just faster. You’ll learn the tools, yes, but more importantly, you’ll learn how to think strategically with them. And you won’t do it alone. We’ll work with you directly to make sure what you build fits your goals.

Build a Smarter PR Playbook with AI

Who This Course Is For

This program is built for communicators who are more than AI-curious. They see where the industry is heading and want to lead the way there.

• PR & Media Professionals: For publicists, strategists, and comms directors who want to cut hours off their workflow, sharpen their storytelling, and stay ahead of the next media shift.
• Content & Digital Marketers: For creators, marketers, and social leads who need to move faster, create smarter, and back their instincts with data-driven insight.
• Corporate Communicators: For executives and internal comms pros who want to automate reporting, manage crises in real time, and keep their teams operating at full speed.
• Independent & Agency PR Practitioners: For freelancers and boutique firms looking to elevate their services — building smarter systems that scale their creativity, not replace it.

Capstone Project: Apply What You Learn

Each participant develops a project that integrates AI into their daily work. You might design a content workflow that saves hours, create a research process that surfaces better insights, or build a reporting system that tracks real results.

In Week 6, you’ll present your project and receive detailed feedback during your final one-on-one coaching session. You’ll complete the course with a finished tool that fits your goals and demonstrates real-world impact.

START DATE: JANUARY, 2026

Course Overview

This six-week live certificate course is designed to take you from curious to confident in using AI for communications. Each session blends live instruction, hands-on exercises, and guided feedback that connects directly to your day-to-day PR and media work.

By the end, you’ll know how to use AI tools responsibly, creatively, and effectively—building systems that save time, sharpen strategy, and expand your professional value.

• Week 1 (Nov. 4): Introduction — Is Using AI… OK?
  • AI is transforming how communicators work, but it also raises real ethical questions. This session grounds you in responsible use, transparency, and accuracy. You’ll learn how to integrate AI into your workflow without sacrificing trust, originality, or credibility.
• Week 2 (Nov. 11): Your New Teammates, Assistants and Agents
  • AI isn’t a magic wand. It’s a collaborator. This week introduces AI assistants and agents that can support content creation, campaign ideation, and planning. You’ll learn how to brief them effectively, build repeatable workflows, and create outputs that still sound like you.
• Week 3 (Nov. 18): Going Deeper with Research and Grounded Tools
  • Move beyond surface-level prompting. Explore how to use advanced tools like Deep Research and NotebookLM to analyze topics, organize findings, and generate insights you can trust. You’ll see how AI can help you work like an editor, researcher, and strategist at once.
• Week 4 (Nov. 25): You, Too, Can Be a Data Analyst
  • Learn how to make sense of the flood of media data surrounding your brand or clients. This session covers using AI directly in spreadsheets, interpreting campaign results, and visualizing insights through Claude Artifacts and similar tools. No math degree required—just curiosity.
• Week 5 (Dec. 2): Feeling the Vibe Coding
  • This week explores the creative side of AI. You’ll learn the art of “vibecoding,” or shaping tone, mood, and emotion in your content with AI’s help. We’ll also cover light automations that save time—like connecting your favorite tools for faster publishing and reporting.
• Week 6 (Dec. 9): Capstone Project and Final Review
  • You’ll apply everything you’ve learned to create a practical AI-powered system or project tailored to your goals. Present your work, receive detailed feedback, and leave the course with a working product that fits your professional world.

Course Investment: $1,499

Group Discounts Available: Contact us for details.

Flexible Payment Option: Installment plan available. Reach out for details.

About the Instructors:

Pete Pachal

With over two decades in technology journalism, Pete is known for his insights into AI’s impact on media. As former Chief of Staff for Content at CoinDesk and with senior roles at Mashable and NBC Universal, Pete brings deep expertise in the intersection of AI and media. Through The Media Copilot newsletter, podcast, and YouTube channel, he explores the transformative role of AI in modern journalism and PR.

Peter Bittner

Peter is an experienced media professional and educator, recognized for his expertise in new media and AI applications in communication. With over a decade of teaching at top institutions, including UC Berkeley and CELSA-Paris Sorbonne, Peter has trained professionals across industries to leverage emerging media technologies. His work has been featured in The New York Times, CNN, and VICE News.

Kris Krug

Kris Krug is a respected techartist, photographer, and digital culture pioneer whose work bridges technology, creativity, and social impact. A sought-after speaker and creative consultant, he has collaborated with influential figures including Jack Dorsey, Malcolm Gladwell, and Mikhail Gorbachev, while his work has been featured in over 100 major publications including National Geographic, WIRED, The Guardian, and Rolling Stone.

Ready to Level Up Your PR Strategy with AI?

Enroll now and learn how to work faster, think sharper, and lead with confidence in the AI era.

REGISTER NOW

You’ll leave with practical skills, real systems you can use immediately, and a clearer vision for how technology fits into your professional world.