AI for public relations one-day online course

A comprehensive programme covering all three strategic imperatives from AI for Public Relations: A How-To Guide for Implementation and Management (Kogan Page, 2026): embedding AI into workflows, understanding how AI shapes reputation, and advising on ethics, governance, and trust. The course is delivered by editors Ben Verinder and Stephen Waddington.

Who should attend

The course is designed for senior public relations and communications practitioners who need a rigorous, evidence-based grounding in AI. This includes:

  • Senior practitioners taking on AI governance responsibilities for the first time

  • Communications directors who need to brief boards and leadership teams on AI strategy

  • Agency leaders managing team restructuring in response to AI adoption

  • Practitioners who want to lead on ethics, governance, and trust within their organisation

It is not suitable for anyone seeking training on AI tools.

Learning design and delivery

The course is delivered entirely online to make it as accessible as possible for senior practitioners across the UK and internationally.

The programme combines instructor-led teaching, structured group discussion and open Q&A throughout the day. Sessions are designed to be interactive rather than passive, drawing on the experience of participants as much as the curriculum itself. Cohorts are kept to a maximum of eight participants to ensure depth of discussion and direct engagement with the tutor.

Participants receive a course workbook for reference and reflection before, during and after the session. A certificate of completion is provided for CPD records and internal reporting.

Learning outcomes

By the end of the day participants will be able to:

  • Critically evaluate the evidence for and against AI adoption in public relations

  • Explain how generative engines shape reputation and what practitioners can do about it

  • Analyse the management and human cost implications of AI transformation for their team

  • Apply a seven-stage adoption framework to develop a structured, governed plan

  • Lead on ethics, governance, and trust as an AI adviser within their organisation

  • Leave with a personal AI roadmap and a draft team action plan

Programme structure and timings

Module 1: AI reality check - Adoption data, the governance gap, shadow AI, and the risk of uncritical AI adoption

Module 2: Reputation in the machine layer - GEO, earned media and AI visibility, model drift, and the snake oil debate

Module 3: Management and human cost - Displacement, deskilling, the hourglass workforce, and the gender gap in AI adoption

Module 4: Embedding AI responsibly - Seven-stage adoption framework, workflow audit, talent pipeline.

Module 5: Ethics, governance, and trust - Trust Matrix, reputational risk taxonomy, disclosure gap, AI policy, and governance

Module 6: Action planning - A personal AI roadmap and team action plan.

What participants will leave with

  • Personal AI roadmap: a structured 90-day plan covering governance actions, workflow priorities, and skills development

  • Team action plan: specific commitments on governance, workflow change, and talent pipeline protection

  • Trust Matrix audit: every AI system in the organisation mapped by capability and values alignment

  • Course workbook containing session slides, worksheets, and references to all material covered

  • A certificate of completion for CPD records and internal reporting

Course tutors

Ben Verinder

Ben Verinder is an agency founder and a strategic communication and public relations adviser. He works with boards, senior leadership teams, and communications practitioners on reputation, crisis and issues management, and the integration of AI into communications practice.

He is a founding member of the Chartered Institute of Public Relations (CIPR) AI in PR panel and has contributed to early industry thinking on AI and data ethics through CIPR publications. He has written extensively on AI in public relations and is the creator of the AI and Reputation Leadership course.

Ben is one of a small group of Founding Chartered public relations practitioners globally. He delivers training and consultancy across the UK and internationally, supporting organisations in adopting AI in a way that strengthens capability while managing associated risks.

Stephen Waddington

Stephen Waddington is a professional adviser at Wadds Inc. and a PhD researcher at Leeds Business School. His work focuses on management, corporate communications and public relations as a management function.

He has held senior leadership roles in agencies including Metia, Ketchum, Rainier PR and Speed, and has advised organisations such as The Economist, HM Government, Intel, Microsoft, the Press Association, the NHS, Tesco and Virgin Media Business.

Stephen is a former President of the Chartered Institute of Public Relations (CIPR) and a founding member of the CIPR AI in PR panel. He is also co-founder of Socially Mobile, a social enterprise supporting public relations practitioners from underrepresented and lower socio-economic backgrounds.

He has written or edited more than fifty publications on public relations and management, including Brand Anarchy, Chartered Public Relations, Exploring Public Relations and Management Communication, and Share This.

Delegate feedback

“Great course, highly recommended. Clear practical instruction, relevant and important topics, lively discussion and some immediately useful actions. A day well spent.”

Lisa Lee, Executive Director of Brand, Campaigns and Communications, WWF-UK

“This course synthesises much of the noise currently surrounding corporate communications into a logical framework that anyone serious about strategic leadership in communications should take seriously. It has completely transformed how I think about my role as a senior comms leader and the way I should be presenting myself and my function. Add to that an engaging cohort and an excellent leader and it was a great day.”

Clare Monks, Chief Communications Officer, The National Lottery Community Fund

“Public relations is responsive, fast-paced and arduous at times. Time to reflect, learn and challenge your approach is rare. This session was invaluable, blending theory with practical frameworks, along with an outstanding group of senior comms people who shared their experiences.”

Jo Wilmot, PR Director, The Think Tank

“This course brought together the big topics facing our industry in a structured and thought-provoking way. It's given me the confidence and practical tools to tackle these issues, turning potential challenges into opportunities. I'd recommend it to any senior practitioner contemplating where public relations sits in an increasingly fragmented landscape.”

Jane Whitham, Director, Altitude PR

Terms and conditions

Maximum of eight participants per course

Full payment required on booking

Places are non-refundable and non-transferable upon booking

Available dates

Dates for Q2 2026 to be announced. Please register your interest and join the waitlist by completing this form. We’ll be in touch with dates and availability.

Course cost and booking

The course cost is £850+VAT. You can book directly via our online store once dates and availability is announced or email us and we'll invoice you.

Any questions?

Please contract us if you have any questions or require further information.