• 11:00 am

Join IABC for a three-part online master class series on AI for Communication Professionals with Alex Sévigny!


  • 6 Nov | 11 a.m. – 12 p.m. CT
  • 13 Nov | 11 a.m. – 12 p.m. CT
  • 20 Nov | 11 a.m. – 12 p.m. CT


  • IABC Members: $375
  • Non-members: $525

About the Master Class

Artificial intelligence is a massive opportunity for communication professionals and public relations practitioners. In fact, one could say that social and digital media to date have been a warm-up to the upcoming Age of AI and its related technologies of augmented and virtual reality.

Join Dr. Sévigny on an interactive journey where he demystifies artificial intelligence and demonstrates how AI is a generational opportunity for communication.

His interactive and engaging sessions are driven by his passion for the subject and his firm belief that communication and public relations have a powerful role in serving clients and protecting the public interest. His exciting sessions are full of relatable examples and anecdotes, using theory to inform strategy and the use of tactics.

Part 1:

What Is AI and How Is It Changing the Practice of Professional Communication?

Everyone has now heard that ChatGPT and other Generative AI will change the practice of professional communication. However, most practitioners don’t know exactly what artificial intelligence is. In this session, we will examine where Generative AI came from, what it is, and how it fits into the bigger picture of artificial intelligence, data science and analytics. We will cover why you should consider Generative AI and other forms of AI as an asset and not a threat. The session will be complemented by a set of resources that practitioners can explore.  This interactive session will be driven by examples and real-world cases.

The learning outcomes of this master class are as follows:

  • Recognizing the significance of AI in professional practice.
  • Understanding the evolution of AI.
  • Comprehending generative AI and its relevance to professional communication.
  • Grasping the functionality of AI and the role of data.
  • Addressing ethics, bias and representation in generative AI.

Part 2:

Succeeding in PR/Communication Using AI by Mobilizing the Data You Have (And Don’t Know You Do)

Every professional communicator is already generating a lot of data, most times they aren’t using that data effectively. In this session, we will demystify data science for communications management, unpacking key ideas in practical way that you can put to work for you and your clients. We will discuss the different types of data you are already generating and how you can be on top of organizing your data so that it is ready for AI. As well as talk about the different types of data that organizations are using to train their Generative AI.

The learning outcomes of this master class are as follows:

  • Understand data generation and utilization.
  • Differentiating data types.
  • Exploring AI’s data utilization.
  • Building collaborative relationships for data-driven public relations.
  • Building Confidence in data competency.

Part 3:

Using Generative AI in Your Strategy, Tactics and Campaign Evaluation

We are all thinking about what AI may do to us or our practice. Are you thinking about how you can put AI to work for you? In this session, we will discuss how traditional public relations and communications management strategy needs to be altered to take advantage of AI. We will examine how traditional models such as the Excellence Theory can be adapted to an AI-driven age to achieve business objectives. The session will finish with a discussion of how AI can help you automate evaluation of your campaigns and workflow.

The learning outcomes of this master class are as follows:

  • Historical perspective on technology and strategy.
  • Comprehensive understanding of AI’s role in strategy.
  • Ethical implementation of AI tactics.
  • Leveraging AI for campaign and workflow automation.
  • Recognizing the imperative of AI adoption and its consequences.
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