AI training for communications and PR teams
AI training for communications and PR teams in the Benelux: stronger copy, campaigns and press releases with ChatGPT and Copilot. In-house or online.
- Format
- Half day (4 hours) or Full day (8 hours)
- Level
- Foundation to advanced
- Audience
- Communications and PR professionals, spokespeople and marketers
- Location
- In-house or online
- Language
- English (Dutch on request)
Trusted by, among others
Your team communicates under time pressure, and every text still has to be right. Learn to use ChatGPT and Microsoft Copilot so the work goes faster and your tone of voice holds up. Hands-on, in-house or online, no technical background needed. This is our Advanced training, tailored to communications and PR professionals.
What AI means for your communications and PR team
We run hands-on, in-house training for communications and PR professionals across the Netherlands, Belgium and Luxembourg. We also offer the same format tailored to marketing and publishing and media. Your trainers: Tim Goudriaan and/or Diederik Stolk.
Picture a spokesperson who gets questions from a journalist at four in the afternoon and has twenty minutes to respond. In this training you practise with cases like that from your own practice. That way you learn not only what the tools can do, but also how to use them without your tone of voice getting watered down.
By default we work with ChatGPT and Microsoft Copilot. On request we also look at Claude, Gemini, Mistral or Perplexity, so the training fits the systems your team uses. Don’t expect a theoretical lecture. This is a session where you do the work yourself.
For your brand, trust counts twice
Communications is built on trust, so we look at the risks specific to your field. You learn which information is under embargo or confidential and therefore stays out of an AI tool. We also cover deepfakes and manipulated content, so you spot threats to your brand early. For broader compliance with the EU AI Act, our EU AI Act compliance consulting can help.
What you need for this AI training
The training is for communications and PR professionals, spokespeople and marketers, from newcomers to experienced practitioners. No technical background is needed. If you already work with AI, you will go deeper faster. We do ask you to create a ChatGPT account before or during the training.
Part of the learning path
All our programmes can be taken on their own or as a learning path. This advanced training builds on the basics. Is your team just starting with AI? Start with AI literacy. Want to embed AI structurally afterwards? See AI Way of Working. Want to introduce AI more broadly than training alone? See our AI consulting for organisations.
What you will learn
- You use ChatGPT and Microsoft Copilot for content, press releases and campaigns, always with a final editorial check.
- You write effective, reusable prompts with our five-step model.
- You keep your tone of voice intact, so texts don't turn generic.
- You know which information you can and cannot enter in an AI tool, with confidentiality and embargoes in mind.
- You understand what the EU AI Act means for AI literacy in your team.
How the training is structured
Indicative structure, in-house or online. In a half day we cover the core. In a full day you practise longer with your own work.
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Introduction and AI basics
30 minWhat can generative AI do, and what can't it?
- How ChatGPT and Copilot work
- Where AI is strong and where it is not
- Starting safely in communications work
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Effective prompting
45 minThe five-step model in practice
- Persona, Task, Context, Criteria, Output
- Reusable prompts for recurring work
- Assessing output critically for tone and facts
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Content and press releases
60 minWriting faster in your own tone of voice
- Drafting posts, articles and web copy
- Writing and sharpening press releases
- Capturing your brand style in a prompt
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Media, monitoring and spokesperson work
60 minPreparation and analysis
- Preparing lines to take and Q&As
- Summarising media coverage
- Tailoring pitches to each journalist
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Responsible use and governance
45 minConfidentiality, transparency and the EU AI Act
- Which information you do and don't enter
- Making AI content recognisable where needed
- EU AI Act and AI literacy
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Applying it to your own work
60 minWorking on your own cases
- Working out your own use cases
- Building a personal prompt set
- Next steps for your team
Where AI helps
Content and copy
Draft posts, articles and web copy faster in your own tone of voice.
Press releases
Write and sharpen clear, compelling releases, with a final editorial check.
Media relations and spokesperson work
Prepare lines to take and Q&As, and summarise coverage quickly.
Crisis communication
Draft quickly under time pressure, always with a human check.
Campaigns and planning
Set up ideas, key messages and content calendars across multiple channels.
Media and sentiment analysis
Read through mentions and tone to pick up signals early.
Training tailored to your organisation
We are happy to build a programme that fits your practice, team and learning goals. Fill in the form and we will schedule an introductory call within one working day.
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Fully tailored
Content and examples matched to your sector, team and way of working.
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At your offices or online
4 or 8 hours, groups of up to 20 participants, in English or Dutch. Anywhere in the Benelux.
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Proof of attendance
Attendance is registered; for legal training, CPD points may be possible.
Our method: the five-step prompting model
In every training you work with our five-step model. It helps you write prompts that are reliable, repeatable and directly usable in your own work.
- P
Persona
What role and tone do you give the AI?
- T
Task
What task? Concrete and clearly scoped.
- C
Context
What background and sources are relevant?
- C
Criteria
What must the result meet?
- O
Output
In what form do you want the answer back?
What you receive
After this training: badge and certificate
You complete this training with the Awareness Badge. Want your AI literacy formally and independently recognised as well? Then you take an exam for the accredited certificate of the Stichting ter bevordering van AI-Geletterdheid (Foundation for the Promotion of AI Literacy).
- Awareness Badge included
- Prepares for SAIG-Practitioner
Awareness Badge
Every participant receives the digital Awareness Badge afterwards. No exam needed.
Official certificate
Have your knowledge tested at Basic, Practitioner or Advanced level. Administered independently on the assessment platform of the Stichting ter bevordering van AI-Geletterdheid.
Training in action
From in-house workshops to keynotes for hundreds of participants
Frequently asked questions
Do we keep our tone of voice when we use AI?
Yes, if you instruct AI well. In the training you learn to write prompts that hold on to your brand style instead of producing generic text.
What do PR teams use AI for?
For example press releases, posts, lines to take and media summaries. Always with a final editorial check.
Does AI use in communications comply with the EU AI Act?
Since 2025 the AI Act has set requirements for AI literacy. Our training helps you meet them. For full compliance, there is our EU AI Act compliance consulting.
How many participants can take part?
A group usually has 6 to 30 participants. With more than 15 participants we bring two trainers, so everyone gets enough personal attention.
Do I need any prior knowledge?
No. The training requires no technical background. We do ask you to create a ChatGPT account before or during the training.
Ready for this training?
Request an in-house training, or start with a no-obligation introductory call.
Prefer email? secretariaat@adviesentraining.ai