AI for Strategic Comms
A half-day workshop for experienced PR and comms professionals ready to build a rigorous and defensible AI practice. Profession-specific. Built around your own work. Three concrete assets to take away.
Who this is for
- You've been using AI for a while, but your approach still feels more haphazard than intentional.
- You're creating outputs for different clients and stakeholders, and losing track of what AI knows about each, leading to 'meh' output, extra time briefing, and little clarity on what works.
- You've blown your daily token 'spend' more than once and realise you should be doing tasks more efficiently.
- You want to explain your AI use confidently to clients or stakeholders, without hesitating or over-compensating.
- You're ready to build something deliberate. Not learn about the latest AI workflow or tools.
What you'll learn
After the workshop, you'll be able to:
- Understand AI's limitations and how to mitigate these, through context, prompting etc.
- Pinpoint where AI adds value to comms work and where it's not worth the risk.
- Brief AI the way you'd brief a junior or supplier, with the context, constraints and professional judgement that lead to usable output - not plausible-sounding noise.
- Protect your clients' data and professional reputation. Know where the lines are and why.
- Evaluate AI output against professional standards and catch errors before anyone else.
- Explain how you use AI: to clients, line managers, journalists.
How it works
Format | Live Zoom sessions + async Slack support between sessions |
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Group Size | Maximum 8-12 participants |
Duration |
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Investment | £250 per person |
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The methodology
Built on four workflows tailored to comms, AI for Strategic Comms draws on Anthropic's AI Fluency training, and includes a measurement layer mapped to McKinsey's QuantumBlack five-layer AI framework. [Read more about the methodology →]
Pricing
Price: £250 p/person
Upcoming cohort timing: Starts Sept 2026 | Weds: 09:00-12:00 & 15:00-15:45 the following week.
FAQs
Q1: Do I need to be technically confident to attend?
No. You need to have used an AI tool and have a rough sense of what it does. The workshop is about professional judgement, not technical fluency.
Q2: Do I need to have done the Resilience Sprint first?
Not necessarily. If you've done the psychological work of the Endings phase — through the Sprint or informally — you can enter here. We ask direct-entry participants to complete a short piece of pre-work so everyone arrives at a similar starting point.
Q3: What happens after the workshop?
You'll have access to the Clarity Collective and a clear route to Venture Unlocked — the next tier in the programme — when you're ready to move from using AI deliberately to building with it.
About the trainer
The Sprint is facilitated by Sally Hems, a PR and comms professional with over 25 years' experience working in global corporates, public sector, charities, and agencies.
A business studies graduate and comms generalist, she has pivoted into content and copywriting, devised omni-channel strategies and trained cross-functional and comms teams in social media and strategic comms. After navigating three waves of industry disruption, she built Clear North to provide the support that wasn't available at the time.