AI is advancing too fast to keep up. Here's our solution.
We've researched the latest tools, from GPT-4.5 to Perplexity Deep Research, and put our insights into one AI course.
If you’ve blinked lately, you might have missed an entire wave of AI advancements. Just months ago, GPT-4o was state-of-the-art. Now, frontier has names like GPT-4.5, Claude Sonnet 3.7, and Grok 3. AI evolution has hit overdrive, making it harder than ever to stay ahead. But while others struggle to keep up, you don’t have to… because that’s our job.
Along with my partners at The Upgrade, Peter Bittner, and Kris Krüg, I stay on top of all these updates and announcements to inform our AI training courses in as close to real-time as we can manage. That’s why I’m excited for the second cohort of AI for PR & Media Professionals, a six-week course that begins March 18, since it’s going to incorporate many of the latest tools.
The AI learning curve is steeper than you think
Many PR professionals have already begun using AI, leaning on its abilities to automate press releases, summarize media coverage, or create AI-generated social media captions. But real mastery goes beyond basic prompting. AI can do more than speed up content creation. It can act as a strategic partner that enhances workflows, refines media strategy, and even anticipates crises before they escalate.
Take AI-augmented media training, one of the key lessons in the course. PR pros have long relied on live role-playing and coaching to prepare clients for press interactions. Now, AI tools — such as custom GPTs, HeyGen, and ElevenLabs — offer immersive, AI-driven simulations that can help refine messaging, tone, and response strategies in a controlled environment. These tools assist clients practice high-pressure scenarios, adjust delivery based on AI-generated feedback, and ultimately become more confident and effective communicators.
The AI skills PR pros need now
That’s just one example of what you’ll learn how to do in the course. The material isn’t general — it specifically zeroes in on practical applications that go beyond the surface. Two more areas that we focus on:
AI-Enhanced Content Creation: Writing with AI is an art. Left unchecked, AI-generated content can be generic and uninspired. But with the right prompts and structured input, AI can help craft compelling, human-sounding narratives. The course teaches PR pros how to maintain brand voice, avoid AI “hallucinations,” and use advanced prompting frameworks to generate quality content that still feels authentic.
AI-Powered Data Analysis: PR pros no longer need to rely solely on data scientists to extract meaningful insights from raw information. AI tools like GPT for Work and Claude Artifacts can quickly process unstructured data, revealing trends, audience sentiment, and emerging narratives. By leveraging AI for data-driven decision-making, PR teams can refine their strategies, anticipate challenges, and communicate with greater impact.
A course that evolves as fast as AI
The biggest challenge with AI education is that static courses quickly become outdated. What worked six months ago might be obsolete today. That’s why AI for PR & Media Professionals is taught live, with updates that reflect the latest tools and trends.
This isn’t a pre-recorded video series that gathers dust. Every session is interactive, with live Q&A, tailored coaching, and a dynamic curriculum that adapts as the AI landscape shifts. The goal? To equip PR and media professionals with not just AI skills, but the agility to stay ahead of whatever comes next.
AI isn’t slowing down, and neither should you. The second cohort of AI for PR & Media Professionals kicks off on March 18, 2025. If you’re ready to move beyond basic prompting and start wielding AI like a pro, now’s the time to jump in.
Sign up here and use code ADVANCE15 to save 15%. But hurry — the code expires on March 4.
This post was AI-assisted. For more on what that means, see this note.