This course provides an advanced exploration of how artificial intelligence (AI) is revolutionising the public relations (PR) industry, with a focus on its applications in crisis communication and content creation. As the digital landscape becomes increasingly complex, AI is playing a crucial role in transforming the way PR professionals respond to crises and develop engaging content for diverse audiences. This course examines the latest AI tools and technologies that are shaping the future of PR in Nigeria and beyond. Students will explore the role of AI-powered chatbots, sentiment analysis, and predictive analytics in managing and mitigating crises. These technologies enable real-time monitoring of public perception and automated responses, which can significantly enhance a PR team's ability to manage crises effectively. The course will also cover AI-driven content creation tools that can generate press releases, social media posts, and personalised messaging at scale, ensuring timely and targeted communication during critical moments. A key part of the course will be understanding how AI can aid in media monitoring, trend analysis, and audience engagement, offering PR professionals actionable insights that help tailor messages and strategies to specific audiences. The course will also discuss the ethical implications of AI in PR, particularly concerning data privacy, transparency, and accountability, ensuring that future PR professionals use these tools responsibly. Through case studies and practical assignments, students will gain hands-on experience with AI-powered tools and develop strategies for integrating these technologies into their PR practice. They will also examine real-life examples of how AI has been successfully employed in crisis communication and content creation across various industries.