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Events From Content to Coverage: How AI Can Strengthen Your PR

From Content to Coverage: How AI Can Strengthen Your PR

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When

Thursday, 12 November 11:00am - 12:00pm

Where

Online

Price

Free for Members, £50 + VAT for Non-Members

Making AI work for your communications, marketing, and PR activity

AI is changing how organisations create content, engage with audiences, and build their reputation. This practical webinar explores where AI can add value across the PR process, from planning and research to content creation, media outreach, monitoring, and evaluation. Drawing on examples from AI in Education Communications: A Practical Guide, the session will examine how AI can help organisations identify opportunities, understand audience trends, and turn expertise into compelling content. It will also explore the relationship between PR, reputation, and generative AI search, while considering the risks, limitations, and governance considerations that should accompany any AI strategy.

What you’ll leave with:

We want members to leave with practical ideas, greater confidence, and a clearer understanding of how AI can support effective PR activity.

PR workflow support: A clearer understanding of how AI can assist with research, planning, content creation, monitoring, and evaluation.

Content development: Practical ideas for turning expertise, insights, and knowledge into engaging communications content.

Generative search insight: An introduction to Generative Engine Optimisation (GEO) and how AI is changing online visibility and discoverability.

Risk awareness: A better understanding of the risks associated with AI, including accuracy, misinformation, reputation, and governance considerations.

Who is the webinar for:

This session is designed for BESA members who want to better understand how AI can support communications, marketing, and PR activity while maintaining trust, accuracy, and credibility.

  • Marketing and communications professionals
  • PR and media relations teams
  • Content creators and social media managers
  • Anyone looking to use AI more effectively within their communications strategy

If you want more clarity before taking your next step into using AI to enhance your PR and communications activity, this webinar is for you.

Speakers

Anna Pedroza, Founder and Director, Pedroza Communications

Anna is an experienced communications professional who has worked in the education sector for 20 years. She runs Pedroza Communications, a specialist consultancy which helps schools, charities, membership organisations, public bodies, and businesses to communicate their message effectively and with impact.

Anna has held various senior communications roles including Director of Marketing and Communications at the award-winning service Teachers TV and Director of the Skills for Life Development Centre at the Education Development Trust. She’s a Chartered member of the CIPR, a member of the advisory group for the Schools and Academies Show and helps to run the Education Comms Network. 

Susan Higgins, Director of Communications, Edge Foundation

Susan Higgins is a senior communications and education media relations specialist. In her role as Director of Communications at the Edge Foundation, she combines strategic thinking with creative, practical delivery. Susan co-founded and leads the Education Communications Network, now a community of more than 150 senior comms and marketing professionals. Her career spans in-house, consultancy and agency roles. Susan has served as a school governor and as a trustee of Wivenhoe House Hotel, home to the Edge Hotel School. Raised in Spain and educated in the UK, she brings an international outlook shaped by a career that has had storytelling, influence and impact at its heart.

To ask any questions, please email eventsteam@besa.org.uk. 

About BESA. 

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