Use AI to think deeper, advise smarter and strengthen your communication practice

Artificial intelligence is reshaping how communication professionals think, plan and advise — but using it well takes more than prompts. This hands-on workshop shows you how to put AI to work at every stage of the strategic communication process: sharpening your thinking, deepening audience and stakeholder insight, strengthening the advice you give leaders, and lifting the way you measure and demonstrate value.

You'll explore practical, responsible ways to integrate AI into your everyday workflows — always anchored in professional judgement, ethics and human oversight — and leave with ready-to-use prompts, planning frameworks and measurement templates you can apply immediately.

What to expect:

Understand how AI can strengthen strategic communication practice
Use AI to deepen audience insight and stakeholder understanding
Develop stronger communication objectives and strategic approaches using AI
Use AI to support measurement, evaluation and reporting approaches
Explore practical and responsible ways to integrate AI into communication workflows

Who should attend:

Internal communication professionals
External communication professionals
Marketing and communication advisors
Communication business partners
Team leaders and people leaders
Professionals looking to strengthen their strategic communication capability

Career Level: Foundation, Generalist/Specialist, Strategic Advisor

GCCC certification professional development

Planning to apply for CMP or SCMP certification? This course provides 3 qualifying training hours, which can be counted towards the professional development requirements for your certification application (completed within the two years before you apply).
Already CMP or SCMP certified? This course is eligible for 3 continuing professional development (CPD) points towards maintaining your certification.

Course outline:

Module 1: Using AI to Strengthen Strategic Thinking

Understand the role of AI in strategic communication
Use AI to clarify business needs and communication challenges
Strengthen strategic thinking, planning and decision-making approaches
Understand the role of professional expertise, ethics and human oversight

Module 2: Using AI for Audience Insight, Planning and Advice

Use AI to deepen audience and stakeholder analysis
Test assumptions and identifying missing perspectives
Develop stronger communication objectives and strategic approaches using AI
Use AI to support communication advice to leaders and internal clients

Module 3: Using AI for Measurement, Evaluation and Strategic Value

Use AI to support measurement and evaluation planning
Understand outputs, outcomes and impact measures
Use AI to analyse feedback, identify themes and strengthen reporting approaches
Identify opportunities to demonstrate communication value using AI

Participants will receive:

Practical AI prompting examples
Strategic communication planning frameworks
Measurement and evaluation templates
Additional resources and tools
Certificate of attendance

About your facilitator

Sia Papageorgiou FRSA, FCSCE, Fellow IABC, SCMP

Co-Founder, Centre for Strategic Communication Excellence; IABC Asia Pacific Academy Partner

Sia Papageorgiou is internationally recognised as one of the communication profession’s leading strategic practitioners and thought leaders. With more than three decades of experience spanning journalism, public relations, corporate communication and strategic advisory roles across government, business and the not-for-profit sector, she has helped organisations strengthen communication capability, improve business outcomes, and elevate the role of communication as a trusted leadership function.

One of the world’s most awarded communication strategists, Sia has received more than 60 accolades for excellence in strategic communication, leadership and professional contribution. She is the co-founder of the Centre for Strategic Communication Excellence (CSCE), a global professional development and insights organisation that works with organisations around the world to build strategic communication capability and advance professional standards.

Sia is recognised internationally for her contribution to advancing the communication profession. Her work has influenced professional standards, certification, capability development and strategic communication practice through the development of frameworks, learning systems and thought leadership that continue to shape how strategic communication is understood and applied around the world.

A long-standing member of the International Association of Business Communicators (IABC), Sia has served as a board director of IABC Asia Pacific, President of the IABC Victoria chapter, and Chair of the Global Communication Certification Council (GCCC), where she helped advance global communication certification aligned with internationally recognised ISO standards and strengthened professional practice worldwide.

Her contribution to the profession has been recognised through its highest honours. In 2021, she was named IABC Asia Pacific Communicator of the Year. In 2022, she received the prestigious IABC Rae Hamlin Award for advancing the Global Standard of the Communication Profession. In 2026, she was inducted as an IABC Fellow—the association’s highest honour, recognising an outstanding career and exceptional contribution to the global communication profession. The GovComms Institute has described Sia as ”one of the superstars of the communication profession.”

Today, Sia works with organisations to strengthen strategic communication capability, governance and leadership. Her work continues to focus on raising professional standards, helping communication functions become more strategic, measurable and influential, and equipping communication professionals to operate with the credibility, discipline and business acumen the profession demands.

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