How a CIPR trainer helps PR professionals tackle today's biggest communications challenges
From crisis communications and reputation management to AI adoption and PR strategy, CIPR trainer Ben Verinder helps communications professionals navigate some of the most significant challenges facing the profession today. We caught up with Ben to learn more about his background, the trends shaping PR and what delegates can expect from his courses.
Hi Ben, can you tell us more about your experience and specialisms?
I'm a reputation research agency MD, former in-house comms director, co-editor of AI for PR, Founding Chartered PR Practitioner with specialisms in responsible AI adoption and the use of behavioural psychology in PR and crisis communications. I am a longstanding researcher into PR populations and author of the State of Profession studies.
Which CIPR courses do you deliver?
Risk issues management and crisis, crisis communications, creating a crisis comms plan, creating a PR strategy, AI for reputation leadership, reputation management, and strategic AI adoption for PR teams.
Across the areas you teach, what challenges are PR professionals grappling with most right now?
Shifting from experimental usage of AI at a personal level to strategic, impactful and responsible adoption across the team.
What changes or trends are having the biggest impact on PR professionals right now?
Swift technological development, shifts in public awareness and trust, legal and regulatory developments and a lot more besides.
What’s the biggest misconception people have about AI?
That AI deployment is an IT project. In reality, it is a people project with significant implications for relationships and reputations, both internal and external, making it a core concern for public relations professionals.
What’s one shift in mindset or approach that makes the biggest difference for delegates on your courses?
Moving from tactical and reactionary to strategic and proactive.
What kind of learning experience can delegates expect on your courses?
Interactive, researched, up-to-date, honest and fun.
Ben’s upcoming courses
Creating your crisis communications plan – 21 July 2026
Strategic AI adoption for PR teams – 23 July 2026
Risk, issues & crisis management - 10 September 2026
Creating a PR strategy – 15 September 2026
Reputation management - 12 November 2026
Artificial intelligence & reputation leadership - 8 December 2026
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