Learn AI for communications.
Live sessions with the people getting it right, past sessions written up in full, and the operating system behind every template on the site. When you want hands-on guidance, training builds on all of it.
Next live session
Comms With AI Leader Interview
Wednesday 16 September 2026 · 12.00–12.45 BST
Outputs or Outcomes: Stephen Waddington on the Comms Teams Getting AI Right
As AI drives down the cost of the work, selling outcomes beats selling outputs. Stephen brings a rare view across both agencies and in-house teams on which comms functions are getting AI right, and what the rest can learn from them.
Founder of Wadds Inc., past CIPR President, and co-editor of AI for Public Relations (Kogan Page, 2026).
The operating system
Five phases, one connected cycle
The model behind every template, prompt and workflow in the 69-template library, and the structure every session and course follows. Each phase has its own reference page.
- 01 Strategise The intelligence and planning layer.
- 02 Create The production layer.
- 03 Govern The quality and risk-control layer.
- 04 Monitor The intelligence and detection layer.
- 05 Transform The capability layer.
Transform feeds back into Strategise. The OS is a cycle, not a checklist.
Sessions, written up
Past sessions, in full
Post-session resources from public webinars and workshops: the full workflow, all the prompts, and what came up live. Free to use.
Want hands-on guidance?
Training Comms With AI
Reading and watching take you a long way. When a team wants to build the habit together, Training Comms With AI delivers half-day facilitated sessions, in-house for your team or as open courses run with Big Fish Training, all led by Michael MacLennan and built on the same operating system you see here.
Course outline
AI for Account Executives
Effective prompting, research shortcuts, and AI support for press releases, pitches and client emails, with an honest look at where the human touch still matters.
Course outline
AI for Account Managers & Directors
Strategic AI across campaign planning, messaging and stakeholder analysis, plus client conversations on AI policy, disclosure and governance.
Both courses last ran as open courses on 7 and 8 July 2026. Delegate feedback from that run is on the training page.