AI training for communication teams that need their own judgment — not generic tutorials
Certifiable corporate programmes · Adapted to sector and team level · With real cases
Blum Digital PR’s in-house training programmes equip communication and management teams with their own criteria for evaluating AI tools, interpreting their results and making decisions autonomously. Each programme starts with a diagnosis of the team and applies the ACA, RICFE, FACE and Protocolo GEAC frameworks to the organization’s actual work. Participants finish knowing which tool to use for which task — and why.
What is included
Pre-diagnosis of digital maturity and current AI use
Before designing the programme, an assessment is made of which tools the team already uses, what they know — and what they don’t — about the reputational impact of their AI decisions. The diagnosis ensures the programme responds to the actual situation, not assumptions.
Structured programme with proprietary methodology
Sessions apply the ACA Framework, the GEAC Protocol (created by Sonia Yánez Blum as an independent researcher) and the complementary frameworks RICFE and FACE to the organisation’s concrete reality: its tools, its clients and its current processes. Each module has measurable objectives, reference materials and deliverables the team can apply from the following Monday.
Specialization tracks
The programme is built from the available specialization tracks: algorithmic reputation, ethical AI governance, AI content production, AI crisis management and strategic AI use in corporate communications. Tracks are selected and combined according to the organization’s needs.
Certification and adoption metrics
Participants receive a professional certificate on completing the programme. Adoption measurement is included at the end: what they have changed in their workflow and which criteria they apply autonomously.
For whom
- Communications, PR and corporate marketing teams already using AI but without a structured methodology.
- Agencies that need proprietary methodology to offer AI training to their own clients.
- Executives and directors making decisions about AI tools or policies in their organizations.
- Teams in AI cultural adoption processes who need to change behaviours, not just learn functionalities.
Modalities
- Closed corporate programme — Exclusive to the organization’s team. Duration: 4 to 16 weeks depending on scope. In-person, virtual or blended format.
- Intensive executive session — Condensed format for management and committees. Half a day to two days. Focused on strategic AI decision-making.
Open individual training is delivered at Academia de Relaciones Públicas.
Next step
The first step is the maturity diagnosis — without it, we don’t design the programme. Tell us what tools your team uses today and what decisions you want them to make better tomorrow.
