Training
New
This training is held in German.
Media work is successful when journalists are offered topics that are relevant and exciting for the readers of their medium. This is not always easy in an everyday life full of to-do lists. Artificial intelligence supports you exactly where you need it - in researching, finding topics and creating texts.
In this workshop, you will learn how to use AI tools specifically for efficient media and press work. You will practise how to submit individual topic offers to media representatives and write effective texts. In addition, you will learn where you as a person remain indispensable in order to sustainably improve your contacts with journalists.
Contents
Further training in accordance with AI Regulation Art. 4 for the obligation to provide evidence of AI competence
Classification
- The basics of AI: how does it work?
- Media relations: Where can AI be used in general?
- Integration of AI in strategic media relations.
Press releases with AI
- Use of AI using the example of a press release.
- What potential can we exploit? Where do we reach our limits?
- Structure of a press release: headline, lead, text, disclaimer.
- Strategic hurdles.
- Create a disclaimer.
- Really prompt.
- Exercise: Create a press release.
- Danger of inflationary use of AI.
More texts with AI
- Research for the factsheet.
Placing topics with AI
- Identify, prepare and use editorial topics for journalists.
- How AI tools help to individualize your communication with different journalists.
- Creative topic identification with AI.
- Recognize, develop and integrate editorial hooks.
- Practical exercises using case studies.
Limits to the use of AI
- Text creation in the field of tension between artificial intelligence and intuition.
- Responsible use of AI-generated content.
- Areas in which people remain irreplaceable.
Learning environment
Once you have registered, you will find useful information, downloads and extra services relating to this training course in your online learning environment.
Your benefit
- You will gain an insight into how you can use AI immediately for your media work.
- You will learn about effective AI tools and tips for press and media relations.
- You will discover new ways in which you can use AI tools in your media work.
- You test and train AI.
- You check and process the results.
- You practise writing press releases.
- You will learn how to use AI to find creative topics.
- They reflect on the role of the "hook" in media work.
- You will learn how you can increase your productivity with AI tools.
- They will discuss the opportunities, challenges and limitations of AI in PR.
Methods
Compact short presentations, breakout sessions with small group work and individual exercises, reflection and discussion, exchange of experiences.
Important: You will need your laptop for the exercises.
The following tools will be presented and used in the course: ChatGPT, Perplexity, DeepLWrite and Neuroflash.
The workshop does not deal with the AI-based creation of images and videos.
The following third-party tool can be used in the event:
Recommended for
Employees in communications departments and agencies with a focus on press and media relations, press spokespersons.
Further recommendations for "AI in media relations"
Joint online training
Start dates and details
26.06.2025
Live-Online
Booking number:
41416
€ 840,- plus VAT.
€ 999.60 incl. VAT.
Course
zoom
Days & Times
1 day
Limited number of participants
Thursday, 26.06.2025
09:00 am - 5:00 pm
24.11.2025
Live-Online
Booking number:
41416
€ 840,- plus VAT.
€ 999.60 incl. VAT.
Course
zoom
Days & Times
1 day
Limited number of participants
Monday, 24.11.2025
09:00 am - 5:00 pm
20.03.2026
Live-Online
Booking number:
41416
€ 840,- plus VAT.
€ 999.60 incl. VAT.
Course
zoom
Days & Times
1 day
Limited number of participants
Friday, 20.03.2026
09:00 am - 5:00 pm
Training is guaranteed to take place
Booking number:
41416
€ 840,- plus VAT.
€ 999.60 incl. VAT.
Details
1 day
Limited number of participants
Booking number:
41416
€ 840,- plus VAT.
€ 999.60 incl. VAT.
Details
1 day
Limited number of participants
No suitable date?
You are welcome to be notified by e-mail as soon as new dates are released.
Please note: We use third-party tools for selected events. Personal data of the participant will be passed on to them for the implementation of the training offer. You can find more information in our privacy policy.
About us – The Haufe Akademie
Your optimizer, innovator and companion since 1978 -
Your professional partner for professional development and seminars, training courses and topical conferences.
Whether on site, live online or in-house - our customised solutions, our claim to the highest level of consulting expertise and training tailored to your needs simplify the acquisition of skills for the working world of the future and sustainably facilitate professional development.
A wide range of seminars, individual coaching and our flexible formats support HR managers and decision-makers in shaping the future and developing employees, in-house teams and companies.
Experience the benefits of online training from the comfort of your own home. Our online formats meet the highest quality standards and are in no way inferior to face-to-face events in terms of practical relevance. Learn together live online in interactive groups or digitally at a time of your choice.
2,500+ further training
600,000+ apprentices per year
Over 95% positive reviews
2,500 trainers and coaches
17,500+ training courses held per year
Call us or send an email
Do you have any questions?
We are there for you Mon - Fri 8 a.m. - 5:00 p.m.
*Mandatory fields
FAQs
Questions & Answers
In our Questions & Answers (FAQ) section, you will find all the answers and the most frequently asked questions about your selected topic.
Haufe Akademie GmbH & Co. KG
Munzinger Str. 9
79111 Freiburg
Munzinger Str. 9
79111 Freiburg
A brand of
The company
About our offer
- Planning security
- Free seminar places
- Quality standards
- Planning and locations
- Funding opportunities
- Training app
- Business Solutions
Special offers
Contact & Support
