6-Week Certification Course Starting March 18th
AI Upgrade for PR & Media Professionals
Instructors: Pete Pachal, Kris Krüg and Peter Bittner
Reserve TodaySchedule & Pricing
Weekly Outline
- Week 1: Introduction to AI in PR & Media
- Week 2: AI-Enhanced Content Creation and Real-Time Monitoring
- Week 3: Crisis Detection and AI-Driven Response Management
- Week 4: Campaign Planning and Influencer Identification with AI
- Week 5: Media Strategy Analysis and Campaign ROI
- Week 6: Capstone Project and Final Review
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Start Date
March 18th @12pm ET/9am PT
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Course Format
Six 1-hour sessions split between lecture and hands-on activities every Tuesday, two flexible 1-on-1 coaching sessions, and a final capstone project presentation
Course Investment
$1,499
(Discounts available for non-profits, educators, and freelancers. Contact [email protected] for more details.)
Reserve TodayInstructors
Pete Pachal
Founder | The Media Copilot Technology Journalist & Media Strategist
With over two decades in technology journalism, Pete is known for his insights into AI's impact on media. As former Chief of Staff for Content at CoinDesk and with senior roles at Mashable and NBC Universal, Pete brings deep expertise in the intersection of AI and media. Through The Media Copilot newsletter, podcast, and YouTube channel, he explores the transformative role of AI in modern journalism and PR.
Kris KrĂĽg
Techartist, quasi-sage, cyberpunk anti-hero from the future.
My name is Kris Krug – a boundary-pushing creative explorer, an intuitive tech whisperer, and a tenacious culture hacker. In the fabric of the digital era, where technology often overshadows humanity, I’ve taken it upon myself to chart a different course.
I’m on a relentless mission to humanize technology, to infuse it with empathy, ethics, and emotion. I’m not just tinkering with gadgets and algorithms; I’m reprogramming the very core of our interactions with the digital world to resonate with the heartbeat of human experience.
But that’s only part of my mission. I’m also in the ring, gloves on, ready to battle the creeping villain of apathy that threatens to numb our society. I challenge indifference with passion, confront disconnection with engagement, and replace the passive consumption of media with active creation.
I stand firm in the belief that art shouldn’t be a rarefied luxury, but a common language for all. By democratizing art, I aim to unlock a universal creative potential. Art is a right, not a privilege, and I strive to make it accessible to everyone, everywhere – breaking down the walls that confine creativity to the few.
In parallel, I’m a champion of communities, believing in the colossal power of collective action. Empowering communities is not just about giving a voice to the voiceless; it’s about amplifying that voice until it echoes across the globe. It’s about lighting a fire in every individual to contribute, connect, and collaborate.
Peter Bittner
New Media Journalist, Lecturer at UC Berkeley Graduate School of Journalism
Peter is the founder and CEO of The MindStudio Academy, dedicated to AI upskilling. For the past 8 years, Peter has been a visiting lecturer of new media at UC Berkeley's Graduate School of Journalism and an instructor at the Advanced Media Institute, where he has taught emerging media. He was formerly a visiting instructor at CELSA-Paris Sorbonne. Additionally, Peter leads custom media workshops for organizations.
His photography and videography have been published on the front page of The New York Times and in CNN, Bloomberg, NBC, Reuters, Vox, Business Insider, Hearst Digital, Al Jazeera, Popular Mechanics, VICE News, and other major outlets. Peter is a Fulbright Scholar and has covered science, sports, travel, politics, and culture — and has a special knack for projects that get him outdoors and off the grid.
What People Are Saying
"Extremely valuable! Peter & Kris gave me customized guidance on building chatbots and streamlining my workflows for organizing my information faster and more efficiently. They’re Pros. They know their stuff and have very clear answers to your questions."
Isaac Sharman, Communications Strategist
"When we first started the course, and I knew we would present project at the end of the 6 weeks, I felt very intimidated. After my first one-on-one session with Peter, and later Kris, I immediately felt at ease. Their direct assistance along the way gave me a lot of confidence. It was extremely helpful to pick their brains and see their different processes in their own personal work."
Denise Wolf, Creative Assistant Director
"I think it was a very thoughtful, well-organized approach to what could have been an overwhelming topic... I made a bot version of myself that I am excited to apply to my work every day!"
Jules Bernstein, Professional storyteller
"Being able to use AI tools effectively is inevitably a boon in any profession moving forward. I'm in a career transition period, and having these newly-developed skills broadens the options available to me downstream."
Brittney Smaila, Sessional Lecturer
Why This Course?
Practical Skills, Real Impact
Learn hands-on AI applications tailored to PR and media, ensuring you can implement what you learn immediately.
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Learn from Industry Leaders
Led by Peter Bittner, Pete Pachal, and Kris Krug, this course combines decades of expertise in media, AI, and creative strategy.Â
Future-Proof Your Career in a Changing Industry
This course equips you with the tools, strategies, and insights to stay ahead of the curve, ensuring your expertise remains relevant and in-demand as technology continues to evolve.
Your Own Capstone Project
Got an idea? Let’s make it happen! We'll work with you individually to help you choose the most impactful project to work on over the course, and help guide you to the finish line!
Who Should Attend?
Public Relations & Media
PR specialists, media strategists, and communication directors looking to integrate AI for efficiency and impact.
Content Creation & Digital Marketing
Content creators, digital marketers, and social media managers seeking to elevate their strategy with AI insights.
Corporate Communications
Executives and managers aiming to automate workflows, optimize media monitoring, and respond to crises effectively.
Freelance & Independent PR Practitioners
Independent professionals interested in enhancing their service offerings through AI.
What Do You Gain?
Hands-On Mastery of AI Tools
Develop proficiency with AI tools such as Perplexity, ChatGPT, and Fireflies AI to enhance PR workflows and improve media monitoring
1-on-1 Guidance from AI experts
Benefit from 1-on-1 coaching sessions to refine your AI skills and apply them directly to your work.
Efficient Workflow Automation
Discover how AI can streamline repetitive tasks, allowing you to focus on strategic initiatives.
A Tribe of Fellow Communicators
Grow with a community of peers exploring the frontier of AI-powered workflows
Capstone Projects
Public Relations & Media
Content Creation & Digital Marketing
Corporate Communications
Freelance & Independent PR Practitioners
How can I help?
I’m Peter, one of the co-founders of The Upgrade. We understand that investing in your professional growth is a big decision. If you have any questions or need clarification, I’m here to help.
