About this Event
Course overview
A consistent public presence requires decisions about whom to reach, what to communicate, when to publish, and how to respond. This program helps you organize those responsibilities around an AI-supported communications process.
You will configure a focused assistant using your brand’s voice and reference information, then develop a communications plan for one campaign. The course connects audience strategy, editorial planning, media outreach, publishing approvals, public responses, and measurement.
You will leave with an assistant prototype and an operating plan that defines its responsibilities and human oversight. Participants may use existing content; AI-Powered Content & Brand Studio is not a prerequisite.
Who should attend
Business owners, marketing and communications managers, PR professionals, consultants, nonprofit leaders, school administrators, event organizers, and speakers responsible for visibility and public communications.
It is particularly relevant if announcements, outreach, and publishing activities are spread across different tools without a consistent management process.
Prerequisites and preparation
Basic conversational AI experience and familiarity with your organization’s communications are recommended. No coding or professional PR background is required. Bring a laptop, a brand description, two examples of your preferred voice, and one campaign or announcement. Use nonconfidential information and approved creative materials.
Learning outcomes
By the end of the program, participants will be able to:
Define and configure an AI communications assistant with clear boundaries.
Connect audience priorities and business goals to an editorial plan.
Develop a credible story angle and draft a targeted media pitch.
Design publishing, response, and escalation workflows.
Create a campaign scorecard and a recurring review process.
COURSE 6 | CURRICULUM AND PARTICIPANT DELIVERABLES
Curriculum
Six one-hour modules including instruction, discussion, and applied work.
Module 1 Audience and Communication Strategy
Identify priority audiences, their information needs, relevant channels, and the actions you want them to take. Establish a measurable purpose for one campaign and clarify its core message.
Working output: An audience and campaign strategy brief.
Module 2 Configuring Your AI Manager
Define the assistant’s role, reference sources, tone, tasks, and limits. Configure an initial prototype and test its planning and drafting responses against your brand brief.
Working output: An assistant prototype with operating instructions.
Module 3 Editorial Planning and Campaign Coordination
Connect announcements, offers, events, and ongoing communication in a manageable calendar. Assign channels, owners, deadlines, required assets, and approval stages.
Working output: A draft 30-day editorial calendar.
Module 4 Public Relations and Media Outreach
Identify a verifiable story with relevance beyond existing followers. Research appropriate publications, newsletters, podcasts, or community calendars. Verify outlet details and prepare a concise pitch and follow-up plan.
Working output: A draft media pitch and outreach research template.
Module 5 Publishing and Reputation Management
Map the path from draft to review to publication. Examine scheduling options and account permissions. Establish response guidelines for routine inquiries and escalation rules for sensitive comments or complaints.
Working output: A publishing workflow and response guide.
Module 6 Measurement and Continuous Improvement
Connect measures to registrations, qualified inquiries, relevant coverage, or another campaign goal. Use sample or available data to draft a performance summary and decide what to test next.
Working output: A scorecard, revised assistant instructions, and implementation plan.
Learning experience
Demonstrations, guided assistant configuration, campaign planning, and peer review. Participants focus on one brand and campaign. Live posting and outreach are not required; integrations depend on available platforms, accounts, and permissions.
What participants will take away
An assistant prototype, brand reference brief, 30-day editorial calendar, draft media pitch, outreach template, publishing and response guidelines, and campaign scorecard.
Networking: One hour of facilitated peer discussion, professional connection, and exchange of implementation ideas, in person at Guild Hall Learning in Cambridge.
Delivery schedule and review notes
Time Eastern
Session
9:00–11:00 AM
Modules 1 and 2
11:00–11:15 AM
Break — 15 minutes
11:15 AM–12:15 PM
Module 3
12:15–12:45 PM
Lunch break — 30 minutes
12:45–2:45 PM
Modules 4 and 5
2:45–3:00 PM
Break — 15 minutes
3:00–4:00 PM
Module 6
4:00–5:00 PM
Professional networking and facilitated discussion
Preparation and delivery
Bring a laptop, charger, current web browser, and access to your email for account verification. Use nonconfidential or anonymized materials. Course-specific accounts and any subscription requirements will be confirmed by the instructor before tickets go on sale; do not purchase subscriptions in advance. The day includes a 30-minute lunch break and two 15-minute rest breaks. Lunch is not provided; participants may bring lunch or purchase it from local sandwich shops. Snacks and water are available.
Instructor biography
David Martelli
Educator, Technologist and Entrepreneur | Founder, Guild Hall Learning
David Martelli brings together three perspectives that shape how he teaches AI: the technical depth of a systems engineer, the practical judgment of a business owner, and more than a decade of experience helping people understand complex ideas.
His career includes more than 15 years in the high-tech industry, spanning systems engineering, program management, and software development, with work at Northrop Grumman and the U.S. Department of Defense. That experience grounds his instruction in the realities of building and implementing technology—where reliability, clear decisions, and execution matter.
David also brings extensive classroom and educational leadership experience. He has taught robotics, computer science, physics, and mathematics in Boston public schools and served as Director of Technology and Head of Computer Science and Engineering. Across these roles, he has developed the ability to recognize where understanding breaks down, explain difficult concepts in familiar terms, and guide learners toward independent application.
Today, David leads Guild Hall Learning, a network of STEM education centers where he develops programs and teaches audiences ranging from small groups to full auditoriums. As an entrepreneur and educator, he understands both the demands of running an organization and the process of building new capabilities.
His workshops bring that combination directly to professionals navigating AI. Participants learn how the technology works, where it can contribute to their goals, and how to evaluate and apply it with sound judgment. David makes sophisticated ideas approachable while preserving the depth people need to put them to work.
Registration and participant information
Attendance and tuition
Each course takes place in person at Guild Hall Learning, from 9:00 AM to 5:00 PM Eastern. Enrollment is limited to 12 participants per course. Tuition is $695, including Eventbrite ticketing fees. Guild Hall absorbs these fees; no separate ticketing fee is added for the participant. Online attendance is not currently offered.
Accounts and subscriptions
Proposed preparation: Bring a laptop and charger, use a current web browser, and have access to your email for account verification. An account with the instructor-designated conversational AI platform will be required for applied exercises. Additional creative or assistant-building accounts may be needed for particular courses. David will confirm the platform list and whether free accounts are sufficient before ticket sales open. Participants should not purchase paid subscriptions until course-specific instructions are issued.
Event venue & nearby stays
Guild Hall - Educational STEM Hub, 17 Sellers Street, Cambridge, United States
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