How PR & Media Pros Can Leverage AI for Next-Level Creativity and Impact

Join us on March 18th for our next cohort!

You’ve heard the hype: AI is the disruptor, the future, the threat—or maybe even the job thief.

But let’s cut through the noise: AI isn’t here to replace you; it’s here to upgrade your entire game. 

Let’s unpack how professionals can use AI strategically to supercharge their creativity, automate the tedious, and dominate in a hyper-connected digital landscape.

Beyond the Hype: AI as a Strategic Ally

The biggest threat isn’t AI itself—it’s hesitating to harness its full potential.

“AI-first thinking means seeing AI as a collaborator, not just an output generator.” — Pete PachalForget simple chat interactions or glorified Google searches. The real magic happens when you design custom AI assistants aligned specifically with your needs.

Real talk: Tools like GPT for Sheets and Deep Research are already transforming workflows. What took weeks—like creating detailed media lists or personalizing outreach—can now be completed in minutes. This isn’t some far-fetched dream; it’s happening now.

Stop treating AI as just another tool—it’s your new colleague, collaborator, and competitive advantage.

Why Custom GPTs Are Essential for PR Pros

Imagine a dedicated fleet of AI assistants tailored exclusively to your unique needs—drafting press releases, monitoring real-time mentions, even creating campaign briefs.

As Pete Pachal puts it:

“You can have a fleet of AI assistants custom-built for your exact needs.”

This isn’t hyperbole. Customized GPTs and automation tools like GPT for Sheets and Deep Research are saving PR professionals from the grind of endless emails, enabling them to focus instead on human-centric storytelling and strategy.

The best part? You don’t need to code—you just need curiosity, strategic thinking, and a willingness to experiment.

AI as a Catalyst for Human Creativity

Ask yourself: how much of your workday is spent on tasks you hate? How much time is wasted formatting, scheduling, and drafting repetitive messages?

“The best use of AI is to offload what you hate and optimize what you love.” — Peter Bittner

AI is your creativity multiplier. When it takes over routine tasks, you’re freed to dive deeper into relationship-building, brainstorming, and strategic content creation. PR is inherently relational, and AI, ironically, helps PR professionals be more human by automating the robotic tasks.

Navigating AI’s Challenges with Swagger and Responsibility

AI isn’t all sunshine and automations. Hallucinations and ethical questions are real concerns.

“Ethical AI use isn’t just about avoiding harm—it’s about being transparent and responsible.” — Peter Bittner

Transparency and accountability aren’t optional. Ethical AI practices aren’t a burden—they’re your competitive edge. Professionals who disclose AI-generated content build stronger relationships of trust with their audiences.

Understand AI’s limits, provide thoughtful oversight, and turn ethical use into brand strength.

AI Literacy Is the New Digital Literacy

Just as digital literacy reshaped careers a decade ago, AI literacy is the non-negotiable skill today.

“AI literacy is no longer optional—it’s the new digital literacy.” — Pete Pachal

Our students at The Upgrade regularly report rapid career advancements, not because they’re becoming AI experts, but because they're strategically integrating AI into their existing skillset. They ask better questions, refine AI outputs skillfully, and optimize workflows intuitively.

Mastering AI means asking better questions, recognizing when AI excels (and when it doesn't), and aligning technology seamlessly with your professional strengths.

Collaboration & Community: The Upgrade Advantage

At The Upgrade, our mission is about more than just AI. It’s about ethical innovation, practical impact, and vibrant community collaboration.

We’re not simply instructors; we’re techartists, strategists, and creative renegades who've been at the digital front lines for decades. As Kris Krüg says:

“We’re not your run-of-the-mill training outfit. The Upgrade is a launchpad for bold conversations and responsible innovation.”

By joining our live, hands-on sessions and community of fearless innovators, you’ll learn not just AI skills, but how to integrate them meaningfully into your work. Our students don’t leave with just certificates—they leave with the confidence and practical know-how to lead the AI conversation in their industries.

The Time to Act Is Now

Waiting isn’t an option. The PR industry is changing rapidly, and AI is the catalyst. Firms without structured AI policies or strategic approaches will soon find themselves scrambling.

“Don’t wait for your company to figure out AI—get ahead of it now.” — Pete Pachal

AI won't replace you—but someone who knows how to leverage it more effectively just might.

Ready to Upgrade?

Join us on March 18th for our next cohort:

• Weekly live interactive sessions featuring Kris Krüg, Pete Pachal, and Peter Bittner.
• Two 1-on-1 coaching sessions tailored specifically to your challenges.
• A personalized capstone project showcasing your mastery of AI integration.
• A professional credential proving your forward-thinking expertise.

Investment: $1,499 (discounts available for educators, freelancers, and non-profits).

Reserve your spot now—because the future won’t wait.

At The Upgrade, we believe the future of PR and media isn’t automated; it’s enhanced, amplified, and authentically human.

The AI revolution is already here. Are you ready to lead it, or follow?