AI for Strategic Comms
A half-day workshop for experienced PR and comms professionals ready to build a rigorous and defensible AI practice — not just use tools faster. Profession-specific. Built around your own work. Three concrete assets to take away.
Who this is for
- You've been using AI tools for a while, but your approach still feels more haphazard than intentional.
- You're creating outputs for diverse clients and stakeholders but losing track of what your AI assistant knows about each, leading to underwhelming output, more time briefing, and little clarity on what does or doesn't work.
- You've run out of your daily token 'spend' more than once and realise you could be approaching tasks more effectively.
- You want to be able to confidently explain your AI practice to a client or senior stakeholder, without hesitating or over-explaining.
- You're ready to build something deliberate - your new normal. Not learn more about the latest AI workflows or tools.
What you'll be able to do
After the workshop, you'll be able to:
- Understand AI's limitations - on a workflow by workflow basis - and how best to mitigate these, through context, prompting etc.
- Pinpoint when AI adds value to comms work and when it introduces risk you can't afford.
- Brief AI the way you'd brief a junior or supplier, with the context, constraints and professional judgement that produce usable output - not plausible-sounding noise.
- Protect your clients' data and professional reputation. Know where the lines are and why.
- Evaluate AI output against professional standards and catch errors before anyone else.
- Explain how you use AI: to clients, line managers, journalists. Clearly and without apology.
How it works
Format | Live Zoom sessions + async Slack support between sessions |
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Group Size | Maximum 8-12 participants per cohort |
Duration |
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Investment | £250 per person |
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The methodology
Built on a four-category workflow taxonomy tailored to comms practice, AI for Strategic Comms draws on Anthropic's AI Fluency training, and includes a measurement layer mapped to McKinsey's QuantumBlack five-layer AI framework. [Read more about the methodology →]
Pricing
Price: £250 p/person
Upcoming cohort timing: Starts Sept 2026 | Weds: 09:00-12:00 & 15:00-15:45 the following week.
FAQs
Q1: Do I need to be technically confident to attend?
No. You need to have used an AI tool and have a rough sense of what it does. The workshop is about professional judgement, not technical fluency.
Q2: Do I need to have done the Resilience Sprint first?
Not necessarily. If you've done the psychological work of the Endings phase — through the Sprint or informally — you can enter here. We ask direct-entry participants to complete a short piece of pre-work so everyone arrives at a similar starting point.
Q3: What happens after the workshop?
You'll have access to the Clarity Collective and a clear route to Venture Unlocked — the next tier of the value ladder — when you're ready to move from using AI deliberately to building with it.
About the trainer
The Sprint is facilitated by Sally Hems, a PR and comms professional with over 25 years' experience managing, training and working in teams in global corporates, public sector, charities, and agencies.
Sally is qualifed in motivational theory (SDT), Positive Psychology, somatic and breathwork practices. She has also navigated three waves of industry disruption, and built Clear North to provide the support that wasn't available at the time.