Courses
AI for public relations one-day online course
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 tutors.
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 risks 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 and other workforce and team impacts
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 plan covering governance actions, workflow priorities and skills development
Team action plan: specific commitments on governance, workflow change and talent pipeline protection
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.
Book testimonials
Terms and conditions
Courses are limited to a maximum of eight participants to ensure a high level of interaction and discussion.
Full payment is required at the time of booking unless otherwise agreed.
If fewer than four participants register for a course, we reserve the right to reschedule the programme. Delegates will be offered an alternative date or a full refund.
Places may be transferred to another participant at any time before the course begins.
Requests to transfer to an alternative course date will be accommodated where possible with at least 14 days' notice.
Availability and booking
Next dates: Monday 27 October 2026 and Tuesday 24 November 2026
Fee: £850 + VAT
Book and pay by card through our online shop. Select your preferred date at checkout.
If you would prefer to pay by invoice, email us with your name, organisation and preferred date and we will send an invoice with payment details. Your place is confirmed on receipt of payment.
We run this programme both as an open online course and as a workshop for agencies and in-house communications teams. Please contact us for availability or if you have any questions or require further information.
Online learning
We are developing an online on-demand learning programme based on the book. Register your interest and we will let you know when it launches.