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Events From Content to Coverage: Exploring AI in comms and PR

From Content to Coverage: Exploring AI in comms and PR

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When

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

Where

Online

Price

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

AI is impacting how organisations create content, engage with audiences and manage their reputation.

This practical webinar explores how AI can support communications and PR responsibly, from planning and research to content creation, media outreach, monitoring and evaluation.

Drawing on the recently launched AI in Education Communications: A Practical Guide, the session will share real examples of how education comms professionals are using AI and where it can be useful. It will explore the relationship between PR, reputation and AI-powered search, including the role media coverage can play in building visibility and credibility.

The session will also explore the risks and limitations of AI, the governance considerations that should guide its use, and why keeping the ‘human at the helm’ is essential for responsible and safe practice.

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 planning: How to use AI for research, ideas development and audience insights.

Human at the helm: The importance of human judgement, transparency and accountability when using AI for PR and comms.

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

PR activities: How AI can assist with content creation, media engagement, monitoring and evaluation.

Who is the webinar for:

This session is designed for BESA members who want to understand how AI can support their communications and PR activity, and how to use it responsibly.

  • Communications, PR and marketing professionals
  • Content creators and social media managers
  • Founders and business owners who want to use AI effectively in comms and PR

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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