Introduction

PR and media strategies must be backed by insights. This course equips professionals with AI-powered analytics skills to measure, evaluate, and optimize communication campaigns.

Course Objectives

By the end of this course, participants will be able to:

• Learn AI-based social listening & trend analysis.
• Use AI to measure PR campaign ROI.
• Gain skills in visualizing communication impact.
• Apply predictive analytics for future PR strategy.

Target Audience

This course is designed for:

• PR analysts
• Digital communication specialists
• Media monitoring professionals
• Marketing strategists

Course Outline

Day 1: Introduction to AI Analytics

• The role of data in PR & media decision-making
• Types of AI analytics (descriptive, predictive, prescriptive)
• Tools for PR and media data collection
• Case study: Data-driven PR success stories
• Discussion: Shifting from intuition to data in PR

Day 2: Social Listening & Sentiment Analysis

• Using AI for real-time audience insights
• Identifying trending topics with AI tools
• Sentiment analysis of media coverage and social chatter
• Mapping influencers and opinion leaders
• Practical activity: Build a social listening dashboard

Day 3: Measuring Campaign Effectiveness

• KPIs and metrics for PR & media campaigns
• AI-based ROI tracking and attribution models
• Comparing organic vs. paid media impact
• Analyzing engagement data with AI
• Exercise: Evaluate a past campaign with AI tools

Day 4: Predictive Analytics & Forecasting

• Using AI to forecast media trends
• Predicting audience behavior with machine learning
• Identifying risks and opportunities in communication strategies
• Real-world applications of predictive analytics in PR
• Hands-on: Create a forecasting model with AI software

Day 5: Building a PR Analytics Dashboard

• Best practices in visualizing communication data
• AI tools for dashboard design (e.g., Tableau, Power BI with AI plugins)
• Group activity: Build a PR analytics dashboard
• Presentations of dashboards by groups
• Wrap-up: Embedding AI analytics in everyday PR practice