AI training built for comms teams
These sessions are built around the real workflows, pressures and judgement calls comms teams face every day, on the tools they already have open.
Open courses
Book an individual place, not a whole team
Open courses run periodically as live online sessions led by Michael MacLennan, so a single person can attend without booking for a whole team. Each runs half a day. Both courses ran most recently on 7 and 8 July 2026.
Live online · Delivered with Big Fish Training
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 practical AI capability across the team. From early adoption to moving beyond ad hoc experimentation, we help you build consistent, confident practice.
- → Integrating AI into existing workflows
- → Governance, safe use, and editorial judgement
- → Building team-wide capability and shared practice
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
- → Governance and disclosure frameworks your agency can share with clients
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
What delegates said
From the last open course
AI for Account Executives ran as a Big Fish open course on 7 July 2026. Every delegate who completed the evaluation rated it Good or Very good, and all of them said they would recommend it to a colleague. Four responses, so read it as a signal rather than a survey.
“A comprehensive and well paced overview with room for questions and non intimidating environment.”
“I loved the practical examples as well, made it more realistic and the chance to do it ourselves too.”
“I found it very useful, particularly learning how to prompt well.”
What they went away and did
The evaluation asks delegates what they will put into action. In their own words:
- → “Using Perplexity for background & journalist research. Keeping up to date trialling different tools for different things. Setting up project folders in ChatGPT & adding checklists / guardrails.”
- → “Being specific and intentional with my prompts.”
- → “Writing the press release with more detailed prompts, as per the course.”
Evaluation forms collected by Big Fish Training, 7 July 2026. Quotes are verbatim; the form is anonymous.
Free workshop resources
Past sessions, written up in full
Post-session resources from public webinars and workshops, with the full workflow, all the prompts, and what came up live. Free to use.
Lunch, learn, launch · 5 June 2026
Live-building a comms campaign with AI
A Big Fish Training lunchtime webinar with Emma Ewing. The full five-step workflow using Claude Projects and Custom Skills, all the prompts you can paste in, what the audience picked on the day, and the tips that came up live.
Read the post-session resource →
The free Leader Interviews and Roundtables are on the live sessions page, with write-ups of past ones.
The trainer
Comms experience. Real AI capability.
Sessions are led by Michael MacLennan, founder of Faur, creator of Comms With AI, and AI Communications Leader of the Year at the inaugural AI Comms Awards. Michael combines two decades of senior communications leadership, across the BBC, Brunswick, Red Bull and Barclaycard, and charity-sector chief executive roles, with hands-on AI capability built through an Imperial College London certification in Machine Learning and AI and live implementation across multiple sectors.
He 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.
Run one course for a specific team, or bring both together as a paired programme. We can scope something that works for your context.
Big Fish runs the open courses; the arrangement is not exclusive, so the same courses can run under another provider's brand by agreement. Deliver training to comms people yourself? Agencies and CPD providers can run this with us, or under licence. See partnership routes.
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.
Get in touch
Enquire about training
Tell us about your team and what you're looking for. We'll come back to you within one working day to discuss options and scope something that fits.
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.
Enquire now