University: Polytechnic University of Lisbon

Learn how artificial intelligence transforms public relations and corporate communication, from content creation to strategy and decision-making. This course proposes an in-depth reflection on practices in the production of news content, resulting from the impact of the latest technological developments and new global geopolitical scenarios. The aim is that students understand the scale of this impact and acquire the critical spirit necessary to position themselves in the adoption of these new practices By the end of this course, students will be able to: Understand and contextualize the impact of AI: Explain the key concepts and theoretical foundations underpinning Artificial Intelligence (AI) and its applications in Public Relations and strategic communication. Critically analyze IA tools in PR: Evaluate the opportunities and risks of using AI-driven systems in strategic communication activities, like media relations, stakeholder engagement, and reputation management. Apply and experiment Generative AI tools: Demonstrate practical skills in deploying AI tools for content creation, media monitoring, sentiment analysis, and data-driven communication strategies. Assess ethical and societal implications: Critically assess ethical challenges related to authenticity, transparency, misinformation, and algorithmic bias in AI-mediated PR practices. Design responsible strategies: Develop and present a strategic communication project integrating generative AI tools responsibly, showing understanding of governance, ethics, and human oversight. Collaborate in a team environment: Work effectively in teams to analyze case studies and reflect on the impact of AI on the professional identity and future role of PR practitioners AI tools the role of the implementation of AI tools in newsrooms basic concepts of Generative AI models (LLMs) and their demystification transforming LLMs into knowledge that is accessible and applicable to the fundamental principles of information creation inside and outside the journalism ecosystem. the role of AI in the production of written and visual content (in production, research, editing, confirmation of sources, etc.) identification where AI is already being used and what difficulties it can create best practices for obtaining the best results with this type of tool. Case study examples that describe real situations and enable students to face complex problems, the aim is for them to be able to make strategic decisions that benefit their role as a creator of reliable and attractive information for audiences. Journalism and Science: Understanding how the current geopolitical framework has given the dissemination of information on science a pivotal role in the balance and stability of current societies. Through practical cases, students will explore the best practices for disseminating information on scientific topics (technology, health, ecology, etc.), get to know how science itself works in order to be able to work towards its dissemination (e.g. how scientific knowledge is generated; how does scientific publication and peer review works; how can a journalist use scientific articles and search/verify sources among researchers, etc.). Understand the role of science journalism also as an important precursor of data journalism, not only by exploring good practices in data analysis including the use of AI tools, but also by working on concepts of information design (written and visual) capable of disseminating information about science that is attractive and does not risk being appropriated as false information. Assessment The assessment strategy for this course combines continuous evaluation, individual reflection, practical experimentation and group collaboration. It is designed to ensure that students not only understand the theoretical and ethical dimensions of Artificial Intelligence in Public Relations but also acquire the ability to apply AI tools critically and responsibly in professional contexts. Class participation and discussion (20%) Active engagement in class debates and case study discussions will be continuously assessed. Students are expected to contribute informed perspectives, demonstrating understanding of assigned readings and an ability to critically connect theory with current PR practices influenced by AI. Critical reflection paper (20%) Each student will produce an individual essay of approximately 1.500 words exploring an ethical, theoretical, or strategic issue related to AI in Public Relations. This paper should demonstrate critical thinking, theoretical grounding, and analytical depth. Practical assignment (20%) Students will conduct a practical exercise using a group of generative AI tools. The report should describe the tool selection, application process, and outputs, followed by a critical evaluation of the results and discussion of ethical implications. The focus is on hands-on experimentation combined with reflective analysis. Group project: Strategic PR Plan with AI integration (40%) Working in small groups, students will design and present a project with AI-driven tools. The project includes de practical development and oral presentation. It should demonstrate strategic coherence, creative application of AI, and ethical awareness in line with professional standards.