Training
AI training built for comms teams
Most AI training isn't designed for communications professionals. It's generic, technically heavy, or focused on tools rather than outcomes. Our training is different – built around the real workflows, pressures, and judgement calls that comms teams face every day.
Who it's for
Training that fits how comms teams actually work
In-house teams
Corporate, government, and not-for-profit communications teams looking to build genuine AI capability – not just awareness. Whether you're just starting out or want to move beyond ad hoc experimentation, we help you build consistent, confident practice across the team.
- → Integrating AI into existing workflows
- → Governance, safe use, and editorial judgement
- → Building team-wide capability, not just individual skill
Agencies
PR, public affairs, and communications agencies that want to upskill their people and build a credible, consistent approach to AI – one they can stand behind with clients. We help agencies move from individual experimentation to collective, accountable capability.
- → Agency-wide AI adoption frameworks
- → Client-facing confidence and disclosure
- → Practical tools for briefs, drafting, and research
The courses
What's available
Two courses designed for different roles in a comms agency – and both available for in-house teams too. Each can be run independently, or paired as a programme for your whole team.
For account executives
AI for Account Executives
Focused on day-to-day productivity – helping junior and mid-level team members work faster, smarter, and with more confidence. Covers effective prompting, writing support for press releases, pitches and client emails, research acceleration, and building sound judgement about when AI helps and when it doesn't.
- → Getting useful outputs through effective prompting
- → Writing support: press releases, pitches, client correspondence
- → Research and media monitoring acceleration
- → When to use AI – and when not to
For account managers & directors
AI for Account Managers & Directors
Covers the strategic and practical sides of AI for those leading teams and managing clients. How to apply AI to campaign planning, messaging development, and audience insight – and how to lead confident client conversations about AI policy, maintain quality standards, and manage team adoption without cutting corners.
- → Strategic campaign planning and messaging development
- → Client conversations: AI policy, disclosure, and expectations
- → Quality control and reviewing AI-assisted work
- → Risk, governance, and reputational considerations
The trainer
Comms experience. Real AI capability.
Training is delivered by Michael MacLennan, founder of Faur and the creator of Comms With AI. Michael combines two decades of senior communications leadership – across Brunswick, Red Bull, Barclaycard, and national charity roles – with hands-on AI capability: building tools, deploying systems, and working directly in agency settings.
He holds a practical machine learning and AI certification from Imperial College, and takes a deliberately practitioner-led approach: testing what actually works in communications contexts, not theorising about it. That's what Comms With AI is built on, and it's what the training reflects.
Delivered in partnership
In partnership with Big Fish Training
Our courses are delivered through Big Fish Training, a specialist provider focused exclusively on PR and communications professionals. This brings together applied AI expertise in communications with professional learning design and facilitation – so training is both credible and built to stick.
Whether you want to run one course for a specific team or bring both together as a paired programme, we can scope something that works for your context.
Formats
How training is delivered
90-minute webinar
Demo-led, interactive, and practical. Covers all core content areas with live examples, short exercises during the session, and take-away resources. Suitable for larger groups.
Half-day workshop
Three hours, hands-on. Deeper exploration of each content area with extended exercises, real-task practice, and tailored action planning. For groups of 6–12.
Both formats are delivered online. All sessions are tool-agnostic – covering principles that transfer across Claude, ChatGPT, Gemini, and Microsoft Copilot.
Ready to build your team's AI capability?
Get in touch to discuss your team's needs. We'll work with you to scope training that fits your context and your people – not a generic off-the-shelf course.
Get in touch ↗