AI Tools for the Modern Communicator:
Technology, Ethics and Future Trends
This PRSA video series explores the transformative role of AI in public relations, offering insights into ethical considerations, practical tools, and the future of this transformative technology. Each of the modules covers key topics such as the distinctions between generative and predictive AI, the impact of AI on workforce engagement, and AI's role in reshaping communication strategies. Attendees will learn about AI tools, ethics in AI usage, and the evolving regulatory landscape.
Designed to equip working PR professionals with foundational AI knowledge, this series emphasizes how AI can enhance strategic decision-making, foster innovation, and ensure ethical practices in the rapidly advancing field of contemporary public relations.
After viewing all five modules, participants will be awarded a certificate of completion. Participants with the APR credential earn a total of 2.5 CEUs for the entire course, which includes .5 CEUs in Ethics.
Presented by:
Cayce Myers, Ph.D., LL.M., J.D., APR, Professor and Director of Graduate Studies, Virginia Tech
Speaker Bio
Cayce Myers is a professor of public relations and director of graduate studies at the School of Communication at Virginia Tech. His work focuses on media history, political communication, and laws that affect public relations practice.
He is the author of Public Relations History: Theory Practice and Profession and Money in Politics: Campaign Fundraising in the 2020 Presidential Election. Dr. Myers is also the coauthor of the 4th and 5th editions of Mass Communication Law in Virginia.
He has published over sixty peer reviewed articles, book chapters, law review articles, and trade press articles about public relations history, public relations strategy, political campaigns, and laws and policies that affect public relations practice.
In addition to his public relations scholarship, Dr. Myers is accredited in public relations, and in addition to his PRSA membership, he is a member of several public relations organizations including the Arthur W. Page Society, the Universal Accreditation Board, Legal Research Editor for the Institute for Public Relations, and the Commission on Public Relations Education.
Dr. Myers is also a frequent commentator about public relations, political campaigns, and legal issues, having been quoted in several media outlets including Time, Bloomberg, Fox News, the Los Angeles Times, the Hill, and the Associated Press.
Sponsored by
Human
Led. Data Fed.
| MEMBERS | NON-MEMBERS | |
| COMPLETE COURSE (5 MODULES) | $595 |
The complete course is approximately 3 hours and 45 minutes long (approximately 45 minutes per module).
| MEMBERS | NON-MEMBERS | |
| SINGLE MODULE | $175 | |
| COMPLETE COURSE (5 MODULES) | $595 |
Check out the detailed descriptions of each module below:
Module 1
Introduction to AI:
A Comprehensive Overview
This module provides an in-depth introduction to Artificial Intelligence (AI), focusing on the distinctions between generative and predictive AI. Generative AI involves creating new content or data, like text, images or music, using models such as GPT-4 or DALL-E. The module will examine how these technologies work, from training on vast datasets to generating human-like responses or creative outputs. Predictive AI, on the other hand, is used to analyze data patterns and forecast future trends, which is invaluable for PR professionals in anticipating audience behavior or media trends.
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This foundational module aims to equip PR professionals with a comprehensive understanding of AI’s capabilities and its evolving role in the field of communication.
During this module, participants will learn about:
- What is AI? Understanding the Basics.
- Key Concepts and Terminology in Artificial Intelligence.
- The Evolution of AI: From Inception to Today.
- Types of AI: Generative AI, Predictive AI, Theoretical AI.
- AI Technologies Shaping the Present and Future.
Module 2:
AI in Communication:
Transforming Engagement and Strategy
In this module, we explore the transformative impact of AI on communication strategies within the PR industry, with a special focus on how AI is reshaping the workforce. The module will examine how AI tools like chatbots, AI-driven content creation and advanced analytics can enhance audience engagement by providing personalized and timely responses.
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A key part of this discussion will focus on AI’s role in the workforce, emphasizing that AI serves as an enhancement rather than a replacement for PR jobs. Specifically, the module will show how technological changes have led to innovations in communication, and how AI has the potential for that same level of positive innovation within communication. The module explores how AI can take over mundane, time-consuming tasks, allowing professionals to focus on higher-value activities such as relationship building, creative strategy and nuanced decision making.
During this module, participants will learn about:
- AI in the Workforce: Implementation of Technology.
- Concerns Over Job Replacement.
- AI Applications in Communication: Chatbots, Content Creation and Analytics.
- Enhancing Audience Engagement Through AI.
- Data-Driven Communication Strategies.
- Case Studies: AI Success and Cautionary Stories in Public Relations.
- The Role of AI in Crisis Communication and Media Monitoring.
Module 3
Understanding AI for PR Professionals:
Tools and Techniques
Focusing on the practical side of AI, this module introduces various AI tools and technologies available for PR practitioners. We will cover AI-powered media monitoring platforms, automated content generators and advanced analytics tools that offer deeper audience insights. By understanding how to measure success through AI analytics, professionals can make data-driven decisions to optimize their communication strategies. This module aims to empower PR professionals with the knowledge to effectively utilize AI tools in their daily work.
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During this module, participants will learn about:
- AI Tools for PR: An Overview of Current Technologies.
- Implementing AI in PR Campaigns: Best Practices.
- Enhancing Media Relations With AI-Powered Insights.
- Leveraging AI for Brand Reputation Management.
- Measuring Success: Using AI Analytics for Effective PR Evaluation.
Module 4
Ethics in AI:
Navigating the Moral Landscape
As AI becomes increasingly embedded in communication practices, ethical considerations are paramount. This module explores the ethical challenges of AI such as bias in algorithms, transparency in AI processes and privacy concerns related to data usage. The module discusses the importance of responsible AI implementation and how PR professionals can ensure ethical practices in their AI-driven initiatives. The module also will cover strategies for building public trust through ethical AI usage, emphasizing the need for accountability and consent in data collection and processing. Understanding these ethical implications is crucial for maintaining integrity in AI-assisted communication.
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During this module, participants will learn about:
- Ethical Considerations in AI-Driven Communication.
- Bias and Transparency: Challenges in AI Implementation.
- Protecting Privacy: Data Ethics and Consent in AI Use.
- Ensuring Responsible AI Usage in Public Relations.
- Building Trust: Ethical AI Practices for PR Professionals.
- PRSA Resources for Ethical Decision Making in the Age of AI.
Module 5
Regulation and the Future of AI in PR Practice
This module addresses the current regulatory landscape surrounding AI and its implications for PR practice. The module will explore how existing laws and guidelines govern AI use including data protection regulations like the EU AI Act. The module will guide professionals on navigating compliance and staying informed about evolving legal standards, specifically focusing on privacy, publicity rights, intellectual property and discrimination. Additionally, the module will examine future trends in AI technology and their potential impact on PR, discussing how to adapt strategies to remain compliant and effective in an AI-driven world.
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During this module, participants will learn about:
- AI Regulations: Current Laws and Guidelines.
- Navigating Compliance: Ensuring Adherence to AI Policies.
- Future Trends: The Evolving Legal Landscape of AI.
- Preparing for the Future: Adapting PR Strategies for an AI-Driven World.
- The Road Ahead: Emerging AI Technologies and Their Impact on PR.