AI tools like ChatGPT are quickly becoming part of the PR and communications workflow, but many professionals are still getting generic, off-brand or unusable results. The difference isn’t the tool — it’s the prompt. In this practical and engaging session, attendees will learn how large language models actually work, why vague prompts lead to vague messaging and how to use a simple framework to achieve clearer, more strategic outputs. 

Through real-world examples and hands-on exercises, we’ll explore how AI can support media relations, messaging development, content drafting and internal communications, all while keeping human judgment, ethics and voice firmly in charge. Attendees will leave with a repeatable approach to prompting, best practices for iteration and refinement, and a clear understanding of where AI is helpful and where it shouldn’t be trusted. This session is designed for PR and communications professionals at any level who want to use AI thoughtfully, efficiently and responsibly.

About the Speaker

Erin Van Zee, APR, is a partner and director of communications at RDG Planning & Design, where she leads the firm’s integrated communications efforts. With more than 15 years of experience, she brings a thoughtful, people-first approach to communication leadership and public engagement. A strategic communicator and collaborative leader, Erin works across markets to shape and share RDG’s story, utilizing storytelling and brand strategy to strengthen the firm’s reputation and bring its work to life for clients, communities and partners. Known for her approachable leadership style, she plays an active role in shaping RDG’s internal culture, fostering collaboration, trust and shared purpose across the firm.

Erin holds a master’s degree in English with a focus on technical communication from the University of Nebraska at Omaha. She is a frequent speaker on topics related to brand strategy, communications leadership, public engagement and the evolving role of AI in communications and public relations, and currently serves on the national PRSA Board as the Midwest District Director.