AI in Action: Practical Tools and Techniques for the Modern Communicator – Part 2

Schedule

Note: The schedule skips Monday, July 6.

Module 1: Prompt Like a Pro

Monday, June 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:

• Selecting the appropriate AI model or mode based on task requirements.
• Constructing effective prompts using a structured, multi-component framework.
• Iterating on prompts to improve clarity, accuracy and relevance of AI outputs.
• Applying prompting techniques to support research, document analysis and content generation tasks.
• Creating more controlled visual outputs using image prompting techniques.

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

Monday, June 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.
• Adjusting AI response settings to influence tone, structure and level of detail.
• Training AI to approximate a personal or brand voice using writing samples and feedback.
• Using iterative drafting and revision workflows to improve clarity and consistency of AI-assisted writing.

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

Monday, June 22; 3–4:30 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:

• Formulating effective research questions and scopes for AI-assisted research tasks.
• Synthesizing large volumes of qualitative and quantitative information using AI tools.
• Applying AI-assisted data analysis and sentiment research to identify trends and insights.
• Evaluating and grounding AI-generated research using curated sources and professional judgment.

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

Monday, June 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:

• Using AI to brainstorm and develop campaign ideas from a strategic starting point.
• Customization of communication based on platform and audience persona.
• Repurposing long-form content into multiple derivative assets using AI.
• Maintaining brand consistency while customizing campaign content across channels and audiences.

Module 5: From Workflow to Agent: Building With AI

Monday, July 13; 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.
• Explaining different agent types, from basic reflex agents to more autonomous agent systems.
• Designing a basic AI workflow with No Code/Low Code Tools.
• Evaluating real-world PR use cases to determine when workflows or agents are appropriate.
  

NEW! Module 6: Context Engineering: Designing Reliable AI Systems Beyond the Prompt

Monday, July 20; 3–4:30 p.m. EDT

As AI tools evolve from one-off chatbots into long-running assistants, success depends on how context is structured and maintained over time. This module introduces context engineering, the practice of designing the information environments AI systems operate in, not just the prompts they receive. In this module, through practical frameworks and real-world examples, participants learn why even good prompts fail in real-world workflows; how context overload degrades performance; and how memory, retrieval, state and guardrails work together to shape AI behavior. You’ll learn how to move from experimentation to production, designing clearer, safer and more reliable AI workflows.

We’ll focus on:

• Distinguishing prompt engineering from context engineering and explaining why the latter is critical for reliable, multi-step AI workflows.
• Identifying common context failure modes that degrade AI reliability in real-world workflows.
• Applying practical context management strategies to improve AI outputs in real communication tasks.
• Evaluating AI workflows through a system’s lens, considering context, state and dependencies.