The polarizing environment of the 2024 U.S. election season has made communicators more cautious than ever. There is significant concern about being pulled into political discourse because of the potential for misrepresentation and resulting reputational harm.

Unfortunately, concerns of this nature aren’t likely to dissipate anytime soon. It remains critical for communicators to be able to quickly identify political mentions and respond appropriately.

Using real data from media coverage around this year’s election, this PRSA Learning Webinar will discuss how a combination of predictive technology and human assessment can help communicators respond to being brought into political discussions by identifying:

• Articles that require a prioritized response (i.e., those that are likely to go viral).
• Increasing trends in mentions of your brand surrounding a particular topic area.
• Risk areas for political discussion based on mentions of your competitors or peer brands.

By joining this webinar, participants will:

• Understand the capabilities of current predictive analytical approaches that benefit communicators.
• Explore the foundation needed and methodology used to make accurate predictions.
• Gain awareness of some of the pitfalls of predictive solutions.
• Learn how to best respond to potential predictions.

Join this PRSA Learning Webinar led by Greg Matusky, a leading AI evangelist in the communications field and CEO of Gregory FCA, for an action-packed session that goes far beyond basic AI theory. Matusky will offer sophisticated, real-world insight into how AI can truly transform PR workflows, results and impact.

This webinar will cover key areas such as: 

• Advanced Prompt Creation: Master the art of crafting specific prompts for precise and high-quality outputs tailored to your communication needs. 
• Innovative Use Cases: Use ChatGPT and other AI tools to generate creative ideas, build comprehensive plans, develop on-point content, message test and much more. 
• Enhanced Workflow Efficiency: Discover how AI can streamline your daily tasks and boost productivity. 

Matusky also will provide real-world examples of AI in action including: 

• Crisis communications planning and response.
• Product / Service launch strategies.
• Crafting compelling news releases. 
• Writing powerful executive speeches.
• Enhancing media training simulations and outputs.
• Identifying and replicating C-suite writing styles.
• Utilizing AI for newsjacking. 

Many of today’s communicators enter the field of public relations without ever having worked in a newsroom. Yet those same professionals are tasked with writing news releases, contributed articles and advertorials where news editors and reporters are the target audience and gatekeepers.

By the end of this informative, interactive webinar, participants will be able to:

• Craft high-impact news releases.
• Capture an editor’s attention quickly.
• Make their news stories easier to read and understand.
• Identify the most popular news topic among all readers.
• Understand the differences between advertorials and contributed articles.
• Know when not to send out a news announcement.