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Learn AI for communications

Live sessions with the people getting it right, past sessions written up in full, and the 5-phase framework behind every template on the site. When you want hands-on guidance, training builds on all of it.

⟶ Next live session Training for your team

Live sessions

Coming up

  • Wednesday 28 October 2026

    12:15 to 13:00 GMT · Leader Interview

    Advocate and Sceptic: Billy Partridge on AI and Human Judgement

    • Billy Partridge, Chief AI Officer, UK, Grayling

    Declared interest: Michael also works with Billy and Grayling as a freelance digital and social director.

    Book your free place Online · Free · Recorded · Booking on Luma

  • Wednesday 18 November 2026

    16:00 to 16:45 GMT · Leader Interview

    After Adoption: Zoe Amar on What Charities Do Next with AI

    • Zoe Amar, Founder and director of Zoe Amar Digital, co-author of the Charity Digital Skills Report and chair of the Charity Digital Code of Practice
    Book your free place Online · Free · Recorded · Booking on Luma

  • Wednesday 9 December 2026

    12:00 to 13:00 GMT · Roundtable

    The year in review

    A panel of three on what actually changed for communications and AI in 2026. Guests will be confirmed in advance of the event.

    Book your free place Online · Free · Recorded · Booking on Luma
Every session, with past write-ups ⟶

The 5-phase framework

Five phases, one connected cycle

The model behind every template, prompt and workflow in the 74-template library, and the structure every session and course follows. Each phase has its own reference page.

  1. 01 Strategise The intelligence and planning layer.
  2. 02 Create The production layer.
  3. 03 Govern The quality and risk-control layer.
  4. 04 Monitor The intelligence and detection layer.
  5. 05 Transform The capability layer.
Read the full 5-phase framework overview ⟶

Sessions, written up

Past sessions, in full

Post-session resources from public webinars and workshops: the full workflow, all the prompts, and what came up live. Free to use.

Lunch, learn, launch · 5 June 2026

Live-building a comms campaign with AI

A Big Fish Training lunchtime webinar with Emma Ewing. The full five-step workflow using Claude Projects and Custom Skills, all the prompts you can paste in, and the tips that came up live.

Read the post-session resource ⟶

Leader Interview write-ups and every past session ⟶

Want hands-on guidance?

Training Comms With AI

Reading and watching take you a long way. When a team wants to build the habit together, Training Comms With AI delivers half-day facilitated sessions, in-house for your team or as open courses run with Big Fish Training, all led by Michael MacLennan and built on the same 5-phase framework you see here.

Course outline

AI for Account Executives

Effective prompting, research shortcuts, and AI support for press releases, pitches and client emails, with an honest look at where the human touch still matters.

Course outline

AI for Account Managers & Directors

Strategic AI across campaign planning, messaging and stakeholder analysis, plus client conversations on AI policy, disclosure and governance.
See all training options ⟶ Register interest in the next open course

Both courses last ran as open courses on 7 and 8 July 2026. Delegate feedback from that run is on the training page.