Day 1: Mastering AI, Ethics & Data for Modern Communications
Opening Remarks: The New Reality for Communicators
A strategic overview of how AI is reshaping communications, reputation, creativity, and decision-making—and what this shift means for senior communicators today.
Session 1: Ethics in Action – Building Trust with AI
Trust is the currency of communications. This session grounds the day by addressing the ethical foundations required to use AI without compromising credibility.
You will learn:
- How to apply AI responsibly without eroding trust
- Where transparency, privacy, and governance matter most
- Real ethical dilemmas communicators are already facing
- How to stay ahead of regulatory and reputational risk
Session 2: Making AI Work for You – From Strategy to Adoption
AI only delivers value when it’s embedded into how teams actually work. This session bridges ambition and execution.
You will learn:
- How to choose the right AI use cases for communications
- What an effective AI operating model looks like
- How leading organisations drove adoption and buy-in
- How to overcome internal resistance and skills gaps
Session 3: AI Tools That Elevate Creativity and Content
A practical deep dive into the tools redefining content creation, storytelling, and brand expression.
You will learn:
- Which AI tools communicators actually use (and why)
- How to speed up content without losing quality or voice
- AI for visuals, video, headlines, social, and storytelling
- How to build a practical, ready-to-use AI content toolbox
Session 4: Using Data & AI Analytics to Power Smarter PR
Creativity without measurement is no longer enough. This session shows how AI-driven analytics improve strategy and prove impact.
You will learn:
- How AI-powered analytics inform better decisions
- How to measure communications beyond vanity metrics
- How data enables real-time optimisation
- How leading teams use insights to drive results
Day 1 Wrap-Up & Q&A
Key takeaways, emerging trends, and practical guidance to help you start applying what you’ve learned immediately.
AI-Powered Crisis Communication & AI Search Visibility
Opening Context: The New Crisis & Reputation Environment
A short reset on what has changed and why AI now sits at the centre of crisis, trust, and visibility.
Focus:
- Faster, noisier, more polarised crises
- AI as both risk amplifier and response tool
- Why reputation is now shaped in real time by AI systems
Session 1: AI Across the Crisis Lifecycle – From Early Signals to Recovery
A practical, end-to-end view of how AI strengthens crisis preparedness, response, and recovery.
You will learn:
- How AI enables early warning through social listening and sentiment analysis
- Monitoring misinformation, narratives, and deepfakes
- Using AI to support faster, clearer decision-making under pressure
- Where human judgment still matters most
Session 2: Building and Testing Your AI-Enhanced Crisis Plan
This is where strategy becomes action.
You will:
- Identify your most relevant crisis scenarios
- Define AI-supported messaging and response workflows
- Align internal and external stakeholders
- Pressure-test your thinking through a live, interactive crisis simulation
Session 3: How AI Search Shapes Reputation, Trust & Comparison
Crisis response no longer ends with media coverage. AI systems now summarise, judge, and compare organisations.
You will learn:
- How AI search moved from rankings to single-answer responses
- What AI tools look for when forming answers about organisations
- Why reputation signals now outweigh visibility tactics
- How crises and weak narratives get locked into AI memory
Session 4: Generative Engine Optimisation (GEO) – Making Your Organisation AI-Ready
A clear, communications-led approach to GEO.
You will learn:
- What GEO really is (and what it is not)
- Why AI omits, hedges, or misrepresents organisations
- How to create an AI-ready source of truth
- How AI compares organisations within a category
- Practical steps to improve AI visibility, trust, and fairness
Closing Remarks & Q&A
Key takeaways, emerging risks, and practical next steps to embed AI-powered crisis readiness and AI search visibilityinto everyday communications work.
Meet Your Trainer
Peter Heneghan
Former Deputy Director of Digital Communications, 10 Downing Street
Co-Founder & CEO, The Future Communicator
Peter Heneghan has operated at the highest level of communications pressure—where trust, speed, and credibility are non-negotiable.
He has held senior roles at BBC News, BuzzFeed, and 10 Downing Street, where he played a pivotal role in transforming the UK Government’s digital communications during the Covid-19 pandemic through technology-led, audience-first campaigns.
In 2023, Peter founded The Future Communicator, an AI and digital communications agency helping organisations of all sizes integrate AI responsibly and effectively. The agency has rapidly attracted global clients including the United Nations, a leading Formula One team, Sport England, and FTSE 100 companies, and was named an “Agency to Watch” by PR Week.
Peter is also a respected educator and thought leader, including serving as a special lecturer on London Business School’s Executive Programme.
