Spain - Barcelona - Leveraging Artificial Intelligence and Data Analytics in Public Relations and Media Planning - W Training
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Leveraging Artificial Intelligence and Data Analytics in Public Relations and Media Planning

  • Leveraging Artificial Intelligence and Data Analytics in Public Relations and Media Planning
  • Spain - Barcelona

Leveraging Artificial Intelligence and Data Analytics in Public Relations and Media Planning

Course Category : Data Management

Develop advanced PR and media planning capabilities using AI and data analytics to understand audiences, anticipate trends, and strengthen evidence-based communication decisions.
Duration: 5 Days
Level: Advanced
Type: Workshop.

Starts On

2 - November - 2026

Ends On

6 - November - 2026

Location

Spain - Barcelona

Language

English

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View Course Introductory PDF

Targeted Audience

  • Public Relations and Media Managers
  • Corporate and Strategic Communication Managers
  • Media Planning and Communication Campaign Professionals
  • Media Monitoring and Reputation Analysts
  • Content and Digital Communication Professionals
  • Audience and Stakeholder Analysis Teams
  • Leaders Overseeing Communication Strategies

Targeted Skills

  • Integrating AI into Communication Planning
  • Audience and Stakeholder Data Analysis
  • Media and Digital Monitoring Data Interpretation
  • Sentiment, Topic, and Trend Analysis
  • Predictive Analytics for Planning Support
  • PR and Media Performance Indicator Development
  • Evaluating the Reliability of AI-Supported Insights

Expected Outcomes

  • Explain the role of AI and data analytics in advancing PR and media planning.
  • Identify appropriate data sources for communication and media decisions.
  • Analyse audience characteristics, trends, and communication behaviours using data.
  • Apply sentiment, topic, and trend analysis to communication priorities.
  • Use predictive insights and scenarios to support media decisions.
  • Develop appropriate indicators for measuring communication plans and campaigns.
  • Evaluate the limitations and risks associated with AI-generated analytical outputs.

Training Topics Index

  • Evolution of PR and media planning in digital environments
  • Role of AI across the communication planning cycle
  • Media, digital, and organisational data sources
  • Transforming raw data into actionable communication intelligence
  • Data quality and limitations of automated analysis

  • Developing data-driven audience understanding
  • Analysing interests, behaviours, and communication engagement
  • Audience segmentation and priority-group identification
  • Stakeholder and influence-network analysis
  • Applying analytical insights to messages and channels

  • Analysing media coverage, presence, and reach
  • Sentiment and contextual analysis around organisations and issues
  • Identifying emerging topics and communication issues
  • Detecting trends and patterns across media channels
  • Connecting analytical findings with communication risks and opportunities

  • Principles of predictive analytics in PR and media
  • Interpreting early indicators of media change
  • Developing communication scenarios and assumptions
  • Using AI to compare alternatives and priorities
  • Prediction limitations, professional judgement, and human oversight

  • Developing PR and media performance indicators
  • Analysing reach, engagement, sentiment, and share of conversation
  • Aligning metrics with strategic communication objectives
  • Interpreting dashboards and analytical reports
  • Using performance insights to improve future plans and decisions