Friday 27th March 2026 @ 9:30am - 12:00pm
Overview
If you’re lost in the maze of AI – you can’t afford to stay lost any longer. Hands on AI is your escape route, sharing with you the best ways to use AI in daily practice. It is a session designed to equip you with practical, actionable techniques so you can find your way.
AI is embedded in our daily activity and we’re now moving in to the realm of agentic AI, where the technology becomes your active collaborator, capable of automating tasks, interpreting complex data and supporting strategic decision-making in ways not possible just a few months ago.
This highly practical, live online session provides the space, tools and expertise to help you integrate AI meaningfully into your work. You’ll go beyond surface-level engagement with models like ChatGPT, Claude and DeepSeek and gain hands-on experience with AI-driven tools that enhance communication, stakeholder engagement and reputation management.
This session isn’t about abstract theories or passive learning — it’s a hands-on exploration of how AI is shaping the profession right now. If you want to stay ahead of the shift and understand the real-world applications, this is where you start. Suitable for practitioners at any stage of their career, don’t miss this opportunity to improve your skills with practical, actionable AI techniques.
You will cover:
- How to develop an AI-augmented workflow – automate repetitive tasks, improve efficiency and integrate AI into your strategic processes.
- How to us AI to analyse complex datasets – identify trends, emerging risks and sentiment to inform decision-making.
- Build and refine AI-generated assets – from content creation to visual refinement, ensuring alignment with ethical and strategic outcomes.
- Train and manage digital agents – understand AI tools that assist in stakeholder analysis, consultation and crisis response.
- Navigate the risks and governance of AI – consider the legal, ethical and reputational challenges to ensure responsible integration.
This series aligns with the Global Capability Framework with a focus on the following communication and organisational capabilities:
- To facilitate relationships and build trust with internal and external stakeholders and communities
- To build and enhance organisational reputation
- To align communication strategies with organisational purpose and values
- To identify and address communication problems proactively
- To conduct formative and evaluative research to underpin communication strategies and tactics
- To communicate effectively across a full range of platforms and technologies.
GST included and Zoom links will go out closer to the date to allow for those last minute sign ups! Pease do check your spam box.
Your presenter is..
Catherine Arrow LPRINZ FPRINZ FCIPR
Catherine Arrow is a pioneer and recognised leader in public relations education and practice and was named Global Public Relations Practitioner of the Year at the World PR Awards. She works with professionals and organisations of all types to build capability, strengthen strategy and deliver meaningful outcomes.
As founder and director of PR Knowledge Hub, Catherine leads an independent learning centre that provides high-quality professional development for practitioners worldwide — in person, online and on demand. Her work spans organisational relations, internal communication, public engagement, advocacy, ethics, risk and reputation, with a central focus on the practical use of emerging technologies. Over the last decade, she has focused on exploring and communicating the transformative impact of artificial intelligence on public relations and society, providing critical training and guidance and launching the first global AI in PR Capability Certification in 2022. Catherine supports practitioners at all stages of their career, helping them navigate complexity, build trust and lead with purpose.
Catherine is a Life member and Fellow of the Public Relations Institute of New Zealand, a Fellow of the Chartered Institute of Public Relations, Accredited Fellow ASEAN PR Network and a Founding Chartered Public Relations Practitioner. She is a Member of the Commission on Public Relations Education and a Member of the Institute of Directors. Contributions to the public relations profession include her eight-year tenure as board member and Secretary of the Global Alliance for Public Relations and Communication Management and she is an active member of the International Advisory Board for FERPI. A respected writer and speaker on the societal impacts of public relations, Catherine’s career has spanned the Northern and Southern Hemispheres and she is a recipient of the Public Relations Institute of New Zealand President’s Award for exemplary contribution to the profession.
