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
In your online learning environment, you will find useful information, downloads and extra services for this training course once you have registered.
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 training event : 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
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
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.
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