AI in Action: Essential Skills for PR & Comms Professionals 2025

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While AI is revolutionising our industry, most Australian PR and communications professionals haven't jumped on board - despite the headlines suggesting otherwise.

Feeling overwhelmed by AI's lightning-fast evolution while juggling your packed schedule? You're not alone.

Telum Media has heard your concerns loud and clear. We're tackling your most pressing questions head-on: Which tasks can AI actually handle? What tools deliver real results? How can you craft prompts that work? What pitfalls should you avoid? And most importantly-what does the future hold for your career in communications?

What will I learn?

All of this and more will be answered in our hands-on workshop where we'll use the latest tools (ChatGPT, Perplexity, Claude, NotebookLM, and more) and best practice prompting techniques.

You'll get familiar with:

• AI for Desk Research: Streamline information gathering and insights generation.

• Audience Understanding: Leverage AI to analyse and profile target audiences effectively.

• Content Creation: Craft engaging and tailored content with AI assistance.

• Information Summarisation and Synthesis: Condense complex data into actionable insights.

• Transcription: Simplify converting spoken words into text with AI tools.

• Data Analysis: Unlock insights from data using AI-powered techniques.

• Audio & Visual Asset Creation: Enhance multimedia projects with AI-driven design and editing.

About Shaun Davies

Blending the worlds of content and cutting-edge technology, Shaun Davies is an AI specialist who's shaping the future of digital media. As principal consultant at Bastion Digital, he spearheads the Google News Initiative's AI Workshops-equipping newsrooms with tomorrow's tools today. His unique expertise stems from his dual background: product management leadership at Microsoft coupled with hands-on experience as a journalist and digital strategist at prestigious organizations including the BBC, Newshub, and Nine. This rare combination positions him at the forefront of media's technological revolution.

About Telum Media

Telum Media connects journalists and the public relations industry through our media contacts database, events, and information services. We empower communications professionals to engage with the right journalist and media outlet when it matters most. Our dedicated teams throughout the Asia-Pacific region keep you informed about industry developments, assist in promoting your organisation's job opportunities, and aid in sourcing expert contacts from our extensive network. Our mission is to make creating connections between communications professionals and journalists faster, smarter and better.