Course: Applying responsible AI in union communications
Discover how AI can improve the quality and impact of your communications and prepare for a future where AI content is everywhere
Do you work in communications in a trade union or federation? This online course shows you how to embed responsible AI in your day-to-day work.
It will also help you understand the impact of AI on your work, your communications team and union – and identify how you can use AI processes and tools to build the power and influence of the union movement..
Finally, it will also prepare you for a future where audiences are increasingly creating content by AI, and using AI to consume content.
Who is this course for?
This course addresses the unique challenges and opportunities generative AI presents for union communications officers. Whether you're new to AI or have some experience, the course offers something for you.
The course is designed for:
Communications officers in trade unions and federations
Media relations specialists working in labour organisations
Digital content creators supporting membership engagement
Campaigning staff who need to create compelling content across multiple channels
Anyone responsible for internal or external union communications
I can't recommend [the course] highly enough... it's changed my daily working, AI is helping me in a way that's saving me time. So I've got a better work-life balance and the content that we're producing is better.
Register for the next course, starting on 20 June
Modules will be released weekly every Friday from 20 June until 25 July. Additionally three live sessions will be held on:
Fri 20 June at 1-2pm BST / 14-15 CEST / 8-9am EST
Thu 10 July at 1-2pm BST / 14-15 CEST / 8-9am EST
Thu 24 July at 1-2pm BST / 14-15 CEST / 8-9am EST
Why you should you take this course
In a few years, we can expect that the world of work – and of communications – will look very different to today.
Generative AI is already transforming how people create content, how they complete tasks, and how content is consumed and understood. This course helps you get ahead of the change and explore the opportunities, challenges and impact of AI on your current and future communications work.
We've developed the course to be highly practical and collaborative, building skills through hands-on experimentation with AI tools that can immediately enhance your communications workflow. You'll gain first-hand experience with:
Creating first drafts of press releases and member communications that maintain your union's authentic voice
Adapting content for different channels and audience groups
Analysing member engagement data to inform more effective messaging
Developing systems to maintain quality and consistency across communications
Planning for a future where AI increasingly mediates how your members find and consume information
Course format: self-paced online course with three online workshop sessions
 | Duration: 5 weeks Study commitment: around 2 hours per week Format: Blend of self-paced learning and live sessions. |
How is the course run?
The course combines flexible online learning with live collaborative sessions:
Each week, a new module opens in our interactive online learning platform. Study materials and practical exercises can be completed at your own pace.
Three live online sessions provide opportunities for discussion, sharing experiences and learning from peers.
Practical exercises focus on real-world applications, with communications staff contributing to a growing library of union-specific AI use cases.
More information
Learning outcomes
By the end of this course, you will be able to:
Apply AI appropriately: Determine when and how to use AI tools effectively in your communications workflow while maintaining your union's voice and values
Create with AI assistance: Develop compelling communications content across multiple channels with the help of AI, saving time while improving quality
Build systematic approaches: Design workflows that integrate AI into your team's processes with appropriate quality controls and human oversight
Evaluate AI outputs: Critically assess AI-generated content for accuracy, relevance and alignment with your communications goals
Adapt to changing expectations: Develop strategies for a future where both your team and your audiences increasingly use AI to create and consume content
“It was very, very good and I can appreciate how much time went into the course planning and design”
Course content
Module 1: The promise and peril of generative AI for union communicators
We'll explore why AI represents both an opportunity and challenge for union communications professionals. Through practical examples, you'll learn how to navigate the balance between AI's benefits and its risks responsibly.
Module 2: Working with generalist AI assistants: prompting and collaboration
Learn effective techniques for getting high-quality, relevant outputs from AI tools like ChatGPT specifically for communications tasks, with a focus on preserving your union's authentic voice.
Module 3: Specialising generative AI for communications
Discover how to move beyond generic tools to create customised AI systems tailored to your union's specific communications needs and contexts.
Module 4: Moving from ad-hoc to systematic AI use in communications workflows
Explore how to evolve from individual AI experimentation to team-wide implementation, integrating AI seamlessly into your communications processes.
Module 5: Preparing for AI's impact on your communications job and audiences
Examine how AI will reshape communications roles and audience expectations, developing the skills you'll need as both creators and consumers increasingly use AI-mediated channels.
"I came into the course very very sceptical about AI … [the course] gave me that platform to actually use AI in a way that was useful to me and would enhance my work rather than replace it."
Training lead: Nick Scott
Nick is the Director of the Centre for Responsible Union AI and brings over 20 years as a senior digital leader spanning non-profit, trade union and research organisations. His passion is helping organisations navigate the complex and sometimes overwhelming or scary world of tech-enabled change in simple, engaging and strategic ways, guiding them through a clear journey to build their understanding of AI and how to unlock its value responsibly. He has worked in-house or a consultant at national and international trade unions and non-profits including Unison, Médicins Sans Frontières, Oxfam Intermon, the International Science Council, Greenpeace Spain, Relate, Family For Every Child and more. |  |
His work building a digital team at UNISON led to it being listed in the Digital Leaders 100 list in the UK, while at the ODI his digital strategy was awarded Digital Strategy of the Year at the European Digital Communications Awards.
"The course was so well designed that it was really enjoyable to follow... I always found something useful, and it really helped me, as there is no way I could keep up with the latest AI developments. It's really useful to have someone doing that for me, and filtering out some of the developments."
Costs
This course costs £200 per person for a standard ticket.
Staff working at unions that provide financial support to Unions 21 get a 50% discount off the standard price. These unions are: Accord, Aegis, AEP, AHCPS, ASLEF, BFAWU, BMA, Community, CSP, Equity, FDA, Fórsa, NAHT, Nautilus, NZPSA, NEU, NGSU, PDAU, Prospect, RCM, RCN, RCPod, SoR, USDAW.
Staff who have previously completed our Responsible AI Fundamentals for Union Staff course get a 25% discount off the standard price.
In addition, Unions 21 can deliver this course in-house for a union. Please contact [email protected] if you want to find out more.
Register for the next course, starting on 20 June
Modules will be released weekly every Friday from 20 June until 25 July. Additionally three live sessions will be held on:
Fri 20 June at 1-2pm BST / 14-15 CEST / 8-9am EST
Thu 10 July at 1-2pm BST / 14-15 CEST / 8-9am EST
Thu 24 July at 1-2pm BST / 14-15 CEST / 8-9am EST
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