AI in Action: Practical Tools and Techniques for the Modern Communicator

Course Schedule

Module 1: Prompt Like a Pro

Monday, September 8; 3–4:30 p.m. EDT

Master the art of crafting effective prompts to get the most from generative AI. This module introduces foundational frameworks for prompt writing, helping you structure queries that deliver clearer, deeper and more tailored results. You’ll learn how to match the right model to the task; explore prompt types for research, ideation and content creation; and gain confidence using image and voice-based prompting in your daily workflow.

We’ll focus on:

• How to select the right model.
• The six components of a good prompt.
• Prompting for Deep Research.
• Image Prompting

Module 2: AI That Speaks Your Brand: Writing, Voice and Tone

Monday, September 15; 3–4:30 p.m. EDT

Learn how to harness AI to elevate your writing with clarity, consistency and brand alignment. This module dives into using AI to generate and refine content across a variety of voices and tones — from executive messages to editorial pieces. Explore how to fine-tune response settings, train AI to mirror your voice and leverage tools like ChatGPT Canvas to streamline your workflow without losing the human touch.

We’ll focus on:

• The impact of style, tone and voice.
• Configuring Response Settings.
• How to use ChatGPT Canvas for writing.
• Teaching the model your voice.

Module 3: Deep Dive With AI: Research, Trends and Audience Intelligence

Monday, September 22; 3pm–4:30 p.m. EDT

Discover how to use AI to accelerate the research process and extract actionable insights from complex data. This module explores tools and techniques to enhance competitive analysis, uncover trends and support evidence-based decision-making. You’ll learn how agentic AI can assist in synthesizing large volumes of qualitative and quantitative information to inform strategic communications.

We’ll focus on:

• Agentic tools like Deep Research.
• How to use Data Analysis functionality.
• How to research Subjects, People and Sentiment.
• How to use NotebookLM for source curation.

Module 4: Building Better Campaigns With AI: Content, Channels and Customization

Monday, September 29; 3–4:30 p.m. EDT

Take your campaign planning and content development to the next level with AI-powered tools. This module offers a practical walk-through of how to use generative AI to brainstorm ideas, draft multi-channel messaging, repurpose long-form assets into snackable content and maintain brand consistency. You’ll learn how to build AI into every phase of your content workflow — from strategy to execution — while staying in control of the narrative.

We’ll focus on:

• How to use AI for Campaign Ideation and Planning.
• Customization of communications based on platform and audience persona.
• Combining Large Language Models (LLMs) with other AI tools to create more dynamic content and presentations.

Module 5: From Workflow to Agent: Building With AI

Monday, October 6; 3–4:30 p.m. EDT

Go beyond one-off prompts and explore how to automate repeatable tasks using AI workflows and intelligent agents. This hands-on module shows you how to combine large language models with external tools like calendars, spreadsheets and APIs to build powerful automations that save time and improve output quality. You’ll learn the difference between simple AI workflows and fully autonomous agents — and when to use each — so you can design smarter, self-improving systems that support campaign management, content repurposing and day-to-day PR execution.

We’ll focus on:

• Distinguishing between standalone LLM, AI workflows and Autonomous AI Agents.
• Exploring Agentic Frameworks like RAG and ReAct.
• Designing a basic AI workflow with No Code/Low Code Tools.
• Reviewing real-world use cases.