The course will give communications and other professionals practical skills to lead effective campaigns in the evolving digital age. Participants will learn to design strategic digital communications and social media campaigns, integrate AI tools into their role, and apply data-driven insights to measure impact.
The course blends strategic thinking with hands-on learning across content creation, analytics, and prompt engineering. Participants will gain a future-ready understanding of how digital, data, and AI transform communications practice.
This certificate is ideal for PR/communications at various stages of their career as it will take a ground up approach by reviewing various tools, how to leverage them in campaigns and management/governance considerations. As some organisations mandate the use of specific AI tools, this course will review several tools and the principles of how any such tool can be used and how the broad spectrum of AI tools can support organisations.
This course is accredited by the Public Relations Institute of Ireland - the professional body for communications and PR in Ireland.
Who will benefit from this course?
This program is ideal for communications professionals who need to ensure their digital and AI skills are at the forefront of current practice. Participants come from across a wide range of areas including agency, private sector, public sector, consultancy and more.
Course Objectives
- Apply digital tools and content frameworks that can be used to manage campaigns and measure online visibility.
- Understand how artificial intelligence transforms PR workflows through automation and creative content generation.
- Build practical skills in AI prompt writing and tool integration to improve efficiency and output quality.
- Understand how to develop strategic digital communication plans that integrate PR, social, and creative content to enhance audience engagement.
- Use analytics and data visualisation to measure campaign performance and communicate insights effectively.
Course Format & Delivery
A mix of online classes live classes and pre-recorded video lectures. This will allow for a shared learning collaborative and networking experience for participants. The course will be highly interactive, using guest speakers, online tools, group work and will be energetic and fun!
- Live online lectures
- A series of pre-recorded video lectures which participants can watch in their own time
- Live online sessions to discuss the material covered in the videos and associated exercises
The videos will be posted and then followed up during the following week with a live online session. Participants will be able to review the videos at a time that suits their schedule while also having the opportunity to interact with fellow course participants and the Course Director via the live online sessions.
Timetable
- Thursday, 12 February - Live online (10am - 12:30pm)
- Wednesday, 18 February - Live online (10am - 12:30pm)
- Thursday, 26 February - Online video released
- Thursday, 5 March - Live online (10am - 12:30pm)
- Thursday, 12 March - Live online (10am - 12:30pm)
- Thursday, 26 March - Online video released
- Thursday, 2 April - Live online (10am - 12:30pm)
- Thursday, 9 April - Live online (10am - 12:30pm)
Course Director
