Public Relations Manager, Artificial Intelligence (AI) in the professional environment and prompting
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Certificates: Certificate "Public Relations Manager"
Certificate "Artificial intelligence (AI) in the professional environment"
Prompting" certificate -
Examination: Praxisbezogene Projektarbeiten mit Abschlusspräsentationen
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Teaching Times: Full-timeMonday to Friday from 8:30 a.m. to 3:35 p.m. (in weeks with public holidays from 8:30 a.m. to 5:10 p.m.)
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Language of Instruction: German
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Duration: 6 Weeks
Public Relations Manager
Basics of public relations (approx. 1 day)
Job description, professional ethics
Corporate communications, PR, media
relations
PR and journalism (approx. 2 days)
Legal conditions, ethics and limits
Strategic communication: omnichannel, multi-channel, PESO
Relationship management: stakeholder groups and multipliers
Identification of goals (SMART)
KPIs/metrics for measuring success
Target groups and persona model
Communicative positioning (approx. 1 day)
Key messaging, corporate and brand wording, message houses
AI and PR storytelling
Conceptualization: schedules, timings and budgeting
PR channels (approx. 2 days)
Dynamics, mechanics, channel selection social media and PR
Work processes, monitoring
Digital channels: Web and press site, blogs, SEO
Offline, analog and online: Print, radio, audiovisual media, augmented reality
PR measures (approx. 2 days)
Editorial offices, press offices, press conferences
Background discussions and interviews
Editorial visits, press trips
Events, trade fairs and speaking opportunities (podcasts, TV and radio reports, etc.)
PR tools: press releases and announcements
Content in press and media relations (approx. 5 days)
Topic plans and story/PR calendar
Storytelling: text and images for PR
Characteristics of journalistic writing
Press releases (structure, structure, basic principles)
Speaker guidelines and media training
Image and video conception: storyboards, dramaturgy and briefings
Evaluation and reporting (approx. 1 day)
Data-based performance measurement
Tools: Selection and costs
Dashboards and reporting
Media resonance analysis
Trends and AI in PR (approx. 1 day)
Crisis communication
PR prompting
Trends in PR
Project work (approx. 5 days)
To consolidate the content learned
Presentation of the final results
Artificial intelligence (AI) in the professional environment
Basics of Artificial Intelligence (AI) (approx. 1 day)
What is artificial intelligence?
Explanation of basic terminology
Types of artificial intelligence (AI/AI)
Classification of machine learning and neural networks
Overview of various AI-based applications
Successful searches using AI (approx. 0.5 days)
Research agents
ChatGPT and Copilot Chat
Summarizing articles, videos and podcasts
Organizing and making decisions using AI (approx. 0.5 days)
To-do organization
Supplementary AI tools for organization e.g. NFC automatisms, voice commands
Communication using AI (approx. 0.5 days)
Prompting for text, image and video generation
Communication and efficiency tools
Supplementary AI tools to optimize communication, e.g. translation, correction, chatbots
Texting using AI (approx. 0.5 days)
Text generation and text customization
Supplementary AI tools for text generation e.g. GPT, dictation, autoscan
Creating and editing media using AI (approx. 0.5 days)
Image generation, object and background removal, video editing
Creating AI agents, CustomGPTs and digital helpers
Professional presentation using AI (approx. 0.5 days)
Structure, layout and impact analysis
Gamma
Presentation and video presentation
Project work (approx. 1 day)
To consolidate the content learned
Presentation of the project results
Prompting
AI classification and basics (approx. 1 day)
Large Language Models, Generative AI, Machine Learning
Data acquisition, data management & processing (approx. 0.5 days)
Introduction to machine learning and natural language processing
Prompt engineering (approx. 1 day)
Strategies and types of prompting
Prompting toolkit: The six key components for effective prompting
Prompting in text generation vs. prompting in image and video generation
Prompting in research, text generation and with AI agents
Opportunities, risks and ethical issues (approx. 0.5 days)
What to look out for when prompting in a professional context
Prompting Excellence (approx. 1 day)
Templates and use cases for everyday work
Methods for optimizing AI output
Prompt Generator, CustomGPTs, Custom Instructions, Continuous Problem Solving System (CPSS)
Project work (approx. 1 day)
Practice-oriented consolidation based on best practices and exercises
Presentation of the project results
Changes are possible. The course content is updated regularly.
After completing the course, you will be able to develop and implement a modern PR strategy and be familiar with the most important channels and public relations measures. You will have mastered the most important press relations tools such as swat.io and will be able to strategically develop, publish and monitor content. You are also familiar with the interfaces and boundaries to other areas of marketing, social media and communication.
You also know how to research, organize and communicate efficiently with AI such as ChatGPT and Copilot Chat. You can create texts with AI, edit media and optimize presentations.
You can also create effective prompts, optimize AI outputs and apply strategies for better human-AI interaction. You can use AI tools such as ChatGPT and Copilot Chat efficiently for various tasks.
The course is aimed at employees from corporate communications, marketing, advertising, social media and product management as well as anyone who is responsible for PR and wants to acquire the necessary knowledge and skills.
As a public relations manager, you could consider working as a PR consultant in an agency or as a PR manager for a specific company or association. Marketing departments are also interesting for you.
Specialists who can use AI as a tool to improve efficiency, decision-making and innovation in companies are also in demand in all sectors.
Your meaningful certificate provides a detailed insight into the qualifications you have acquired and improves your career prospects.
Didactic concept
Your lecturers are highly qualified both professionally and didactically and will teach you from the first to the last day (no self-study system).
You will learn in effective small groups. The courses usually consist of 6 to 25 participants. The general lessons are supplemented by numerous practical exercises in all course modules. The practice phase is an important part of the course, as it is during this time that you process what you have just learned and gain confidence and routine in its application. The final section of the course involves a project, a case study or a final exam.
Virtual classroom alfaview®
Lessons take place using modern alfaview® video technology - either from the comfort of your own home or at our premises at Bildungszentrum. The entire course can see each other face-to-face via alfaview®, communicate with each other in lip-sync voice quality and work on joint projects. Of course, you can also see and talk to your connected trainers live at any time and you will be taught by your lecturers in real time for the entire duration of the course. The lessons are not e-learning, but real live face-to-face lessons via video technology.
The courses at alfatraining are funded by Agentur für Arbeit and are certified in accordance with the AZAV approval regulation. When submitting a Bildungsgutscheinor Aktivierungs- und Vermittlungsgutschein, the entire course costs are usually covered by your funding body.
Funding is also possible via Europäischen Sozialfonds (ESF), Deutsche Rentenversicherung (DRV) or regional funding programs. As a regular soldier, you have the option of attending further training courses via Berufsförderungsdienst (BFD). Companies can also have their employees qualified via funding from Agentur für Arbeit (Qualifizierungschancengesetz).