As we shift into Generation AI, mastering public relations strategy and evaluation is crucial. Over four mornings, this online course explores the latest methodologies for crafting and assessing effective strategies. With generative AI models reshaping our professional landscape, acquiring these skills is not just beneficial, it is essential if we are to guide organisational leadership with expertise and insight.

This in-person workshop balances both the theory and practice involved in identifying and managing issues and crisis situations. The course will enable you to understand appropriate actions before, during and after a major incident as well as provide strategies around communications planning and practical guidance on working with the media and broader aspects of communication in times of crisis.

Done well, internal comms is one of the most strategic levers an organisation has. It connects people to purpose, shapes culture, and helps employees connect to each other and understand how their work fits into the wider business. But too often it’s treated as a postal service – the person (or team, if you’re lucky) people call when they realise “we need to wrap some comms around that”! This course is designed for practitioners at any level who want to move beyond distribution and into a more strategic, people-centred practice. Across two practical workshops and 1:1 sessions you’ll learn to leverage (and tame!) all the channels available to you, understand your audiences, and design communication that supports alignment and connection.