AI for Account Managers & Directors
Strategic AI for campaign planning, messaging and analysis
the
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Training Overview
Designed for those leading teams and managing clients.
You're already using AI in your day-to-day work. This course helps you use it better, and lead others to do the same.
Designed for account managers and directors, it covers the strategic and practical sides of AI in a PR agency setting. You'll learn how to apply AI to your day-to-day work such as campaign planning, messaging development and audience insight. You’ll also learn how to have confident client conversations about AI policy and disclosure, and how to maintain quality when your team is using AI across their work.
We also cover the essentials for successful AI use in a PR agency: managing expectations, spotting problems in AI-assisted output, building AI into team workflows without cutting corners, and navigating the governance and reputational risks that come with getting it wrong.
You'll leave knowing how to use AI to add genuine value to your clients.
Focus: Applying AI with confidence across campaign work, team management and client relationships.
Core content areas
Practical how-tos
Strategic campaign planning, messaging development and audience insight
Client conversations
AI policies, disclosure, managing expectations
Quality control
Reviewing AI-assisted work, spotting problems, maintaining standards
Managing teams using AI
Workflow integration, skills development across the team
Risk and governance
Confidentiality, accuracy, reputational considerations
How will it be delivered?
90-Minute Webinar
- Practical models and frameworks delegates can use for each decision area
- Case study discussions and scenario walkthroughs
- Resource pack including template documents, including AI policy outlines and client conversation guides.
- Action planning: what to implement in the next 30 days
- Suitable for larger groups
Half-Day Workshop (3 hours)
You will be working with your laptops and AI tools. Make sure you have access to them and have downloaded the latest versions of your chosen AI apps. If you're not sure which apps to choose, opt for ChatGPT, Google Gemini or Microsoft Copilot. You should also bring a subject you're familiar with for the practical exercises.
All of the webinar content plus:
- In-depth work on each content area with extended exercises
- Participants develop draft AI guidelines for their own client contexts
- Role-play exercises: client conversations, team feedback scenarios
- Action planning: what to implement in the next 30 days
Learn AI from PR Pro
Our trainer combines 15+ years of strategic communications experience at leading agencies and global brands with hands-on AI development skills - actually coding, building systems, and deploying AI tools rather than just theorising about them.
With a practical certification in machine learning and AI from Imperial College, his work focuses on real-world implementation: showing communications professionals what works, what doesn't, and how to transform workflows without the hype. He runs a respected learning platform testing AI tools specifically for communications practitioners, taking a "we tried it so you don't have to" approach.
Available as a 90-minute webinar (demo-led, interactive and practical) or a half-day online workshop (three hours, hands-on, with extended exercises and tailored action planning).
This course is delivered online so that the trainer can share the screen and tools with delegates.
Practical Training for Every AI Platform
All sessions are designed as tool-agnostic (transferable across Claude, ChatGPT, Gemini, etc.) with specific guidance for Microsoft Copilot environments.
Note on Microsoft Copilot
All the sessions above are designed to be tool-agnostic, covering principles and techniques that work across AI platforms.
For organisations using Microsoft Copilot, we can specifically look at:
- Demonstrations and exercises which are tailored to Copilot interfaces (Word, Outlook, Teams)
- Copilot-specific guidance on integration with Microsoft 365 workflows
- Honest assessment of Copilot strengths and limitations vs. other tools
How Big Fish Training Works
Got a team to train? Most courses are delivered direct either in person or via live video for groups of 6 - 12 people. These sessions are tailored to your specific needs. You just need to tell us what they are! Get in touch now for a friendly chat about what you need to achieve.
Want a course just for you? We run special sessions throughout the year and have a growing number of online courses. If you can't find what you need on the site, get in touch now and we can help.
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Sounds good! How do I book?
- Call Emma: 0118 958 7095
- Email: info@bigfishtraining.com
- Contact us: using the form below
