# Applied / Comms With AI
> Grounded in hands-on experimentation, workflow transformation, and real-world implementation.
Public Ghost content for AI and LLM tooling. Use `/llms-full.txt` for consolidated page and post context.
Append `.md` to any post or page URL to get the content in Markdown (for example, `/example-post.md`).

## Pages
- [About](https://www.appliedcomms.ai/about.md) - Applied Comms AI exists because communications leaders need practical guidance from someone who's actually building these systems, and testing them with real organisations and implementing them in client work.
- [The complete workflow for building campaign packs using Claude Projects and Skills](https://www.appliedcomms.ai/campaign-workflow.md) - The complete workflow for building campaign packs using Claude Projects and Skills. Everything you need to replicate the system: methodology, prompts, setup instructions, and principles.
- [Consultancy](https://www.appliedcomms.ai/consultancy.md) - Applied Comms AI shows you what works. Through Faur, I help you implement it.
- [Contact](https://www.appliedcomms.ai/contact.md) - Whether you're just starting to explore AI for your communications team or looking to scale existing implementations, I'd love to hear from you.
- [Ethics Policy](https://www.appliedcomms.ai/ethics-policy.md) - Our Commitment Applied Comms AI believes artificial intelligence should enhance human creativity and capability in communications, not replace it. We're committed to using AI responsibly whilst honestly documenting our journey, including the sustainability challenges we're still working to solve. W…
- [Events](https://www.appliedcomms.ai/events.md) - Upcoming: The Two Clocks — Elif Güvençer on Repositioning Comms for the AI Era Our second Leader Interview. Strategist Elif Güvençer joins Michael MacLennan for a 30-minute live conversation on the structural choice facing every comms function in the AI era: not how the team uses AI day to day, but…

## Posts
- [The Structural Clock: Elif Güvençer on What Communications Must Become in the Age of AI](https://www.appliedcomms.ai/elif-guvencer-two-clocks.md) - What is the communications function now for, and will communicators rebuild it before the answer is decided for them?
- [Why is AI losing the communications and PR war?](https://www.appliedcomms.ai/ai-communications-war.md) - AI's leading voices are losing the communications war because they are fighting a publicity war instead. They are spending on the message and neglecting the fundamentals.
- [The 20 roadblocks between comms and useful AI – and what to do about them](https://www.appliedcomms.ai/ai-comms-roadblocks.md) - Ask a room of communications professionals what stops them getting value from AI and you tend to hear the same one or two answers: it makes things up, or the lawyers will not allow it. Both are real. Neither is the whole picture.
- [One Year of Applied / Comms With AI: What We Learned, What Changed, Where We Are Now](https://www.appliedcomms.ai/state-of-ai-in-comms.md) - A little over a year ago, I began the Applied / Comms With AI newsletter began with a simple promise: to experiment, fail, learn, and share everything along the way. Twelve months, two dozen-plus experiments, tool tests and practitioner interviews later – as well as a couple of recent awards wins –…
- [Comms With AI: How I Built an Award-Winning AI Communications Tool in 3 Months (and What I Got Wrong)](https://www.appliedcomms.ai/comms-with-ai-how-i-built-an-award-winning-ai-communications-tool-in-3-months-and-what-i-got-wrong.md) - Three months ago I documented building Comms With AI with Claude Code. On 18 June it won Gold at the inaugural AI Comms Awards, and I was named AI Communications Leader of the Year.
- [The Pilot Trap: Comms With AI in the Transform Phase](https://www.appliedcomms.ai/the-pilot-trap-comms-with-ai-in-the-transform-phase.md) - Most AI initiatives in communications do not fail because the tools fail. They fade because nobody owned the change. This final article in the series is about the difference between a clever pilot and a capability that lasts.
- [The Lag Problem: Comms With AI in the Monitor Phase](https://www.appliedcomms.ai/the-lag-problem-comms-with-ai-in-the-monitor-phase.md) - Most monitoring tells comms teams what happened after the moment to act has passed. The Monitor phase asks a sharper question: how quickly can your team detect, interpret and respond to what is happening now?
- [The Honesty Gap: Ben Verinder on AI, PR and Trust](https://www.appliedcomms.ai/ben-verinder-ai-pr.md) - Ben Verinder has researched AI in public relations for eight years. In this Applied Comms AI Leader Interview, he explains why the policy gap everyone talks about sits on top of a deeper one: an honesty gap between teams, agencies and the people they serve.
- [The Cost of a Miss: Comms With AI in the Govern Phase](https://www.appliedcomms.ai/ai-agent-series-govern.md) - Every efficiency gain in the Create phase lands as a workload increase in Govern. More content, produced faster, still has to be checked, approved, and stood behind. This article is about the phase where AI created the problem before it offers any of the solution.
- [The Volume Problem: Comms With AI in the Create Phase](https://www.appliedcomms.ai/comms-with-ai-in-the-create-phase.md) - Most AI adoption in communications starts with content creation. The real test is not whether agents can produce more, faster. It is whether agent-assisted work still meets the standard senior communicators would trust in public.
- [The Work Before the Work: Comms With AI in the Strategise Phase](https://www.appliedcomms.ai/ai-agent-series-strategise.md) - Most AI conversations in communications start with the draft. That framing misses where quality is actually set – in the research, positioning, stakeholder mapping, and message architecture that happens before a single sentence gets written.
- [AI Agent-Driven Communications: A Practical Framework for Transforming How Comms Teams Actually Work](https://www.appliedcomms.ai/ai-agent-driven-communications-practical-framework.md) - Most teams use AI tactically. A tool here, a prompt there. The real shift is at the workflow level – and it needs a framework. This article introduces the Comms With AI Operating System: five phases that map how AI-powered communications work actually operates.
- [The SEO-PR Strategist Who Saw AI Search Coming – And Built a Business to Help Teams Catch Up](https://www.appliedcomms.ai/rik-turner-pr-for-ai-interview.md) - Rik Turner spent 15 years helping brands win at search. Then Google AI Overviews changed the rules. In this Applied Comms AI interview, he explains why PR teams are now central to how brands are represented in AI-generated search results — and shares a practical framework for responding.
- [I Needed a 'Comms With AI' Resource That Didn't Exist. So I Built One Using Claude Code](https://www.appliedcomms.ai/comms-with-ai-claude-code-build.md) - I needed a Comms with AI template library that didn't exist, so I built one. Here's the workflow – and where each AI tool hit its limits.
- [The living fact layer and the death of the PDF: NOAN CEO Neal Mann on why most AI-powered communications is built on sand](https://www.appliedcomms.ai/noan-neal-mann-interview.md) - NOAN CEO Neal Mann explains the idea of a living fact layer, why hallucinations are structural rather than accidental, and what communications leaders need to rethink before AI can deliver real value.
- [How to Build an AI Target Reader – Let An ICP Agent Find the Problems Before Your Audience Does](https://www.appliedcomms.ai/icp-agent-ai-target-reader.md) - Build an ICP “target reader” as an AI agent to stress-test headlines, CTAs and template copy in hours – and fix clarity, proof and governance gaps fast.
- [How I Built a Live AI Webinar Using the Same Workflow I Was Teaching](https://www.appliedcomms.ai/ai-webinar-workflow.md) - Seven iterations, one recursive workflow. The behind-the-scenes account of preparing and delivering a live AI demonstration for The Data Lab – and what the process actually taught me.
- [From Content Creator to System Builder: Claude Cowork Just Changed What Comms Professionals Can Actually Do With AI](https://www.appliedcomms.ai/claude-cowork-review.md) - This Isn't About AI Writing Better. It's About AI Removing What Stopped You Writing At All.
- [A Complete New Business Pitch & Comms Suite in Under 1 Hour: Testing Claude Skills & Projects](https://www.appliedcomms.ai/claude-skills-projects-business-pitch.md) - How I built a brand skill from scratch and produced a full campaign toolkit – speaking proposal, presentation, content calendar, outreach emails – in a single session.
- [I Built a Voice-Enabled AI Strategy Architect That Generates Bespoke Campaign Dashboards – Here's What Made It Possible](https://www.appliedcomms.ai/voice-enabled-ai-strategy-architect-campaign-dashboard-google-gemini.md) - How agentic AI turned Google’s Gemini 3 Pro hackathon experiment into a functional and innovative strategy tool for under-resourced charities.
- [2026 Communications Trends: Sharper Voices Thrive as Tools Get Smarter](https://www.appliedcomms.ai/2026-communications-trends.md) - It’s the year when communicators should loudly and proudly articulate that their value isn’t in producing content – it’s in making sense of the world.
- [The AI Architect Building the Future of Communications at FleishmanHillard](https://www.appliedcomms.ai/interview-fleishmanhillard-joyce-higgins.md) - AI expertise isn't about being technically gifted – it's about understanding systems and workflows.
- [AI in Crisis Comms: Help or Hindrance?](https://www.appliedcomms.ai/crisis-comms-ai.md) - "The key is preparation. Use AI now to understand its capabilities and limitations. Build your prompts library when you're calm. Test on low-stakes issues. Because when a real crisis hits, you don't want to be experimenting – you want proven tools and workflows ready to deploy." - Amanda Coleman
- [From Watson to Lovable: How Flipside's MD is Navigating the AI Revolution](https://www.appliedcomms.ai/interview-flipside-barney-evison.md) - Flipside's Barney Evison and his digital agency team have spent the past few years turning AI wonder into practical applications – and learning some hard truths along the way.
- [Building Smarter Pitches and Smoother Approvals: How AI Can Fix PR Bottlenecks](https://www.appliedcomms.ai/newsletter-2025-07-30.md) - AI tools built, pitches perfected, approvals fast-tracked: discover how smarter workflows are transforming PR and comms right now.
- [Speed-Building an AI 'Will My Boss Hate This?' Detector, Using Lovable](https://www.appliedcomms.ai/ai-stakeholder-comms-review-tool.md) - The real revelation isn't the tool itself - it's that a comms professional with no coding experience can build something this functional in three hours. The barriers between "I wish this existed" and "I built this" are crumbling.
- [Building the Perfect AI Prompt for Media Pitch Subject Lines](https://www.appliedcomms.ai/ai-prompt-media-pitch-subject-line.md) - Agonising over subject lines? Our AI prompt thinks like a journalist – asking the right questions and generating newsworthy subject lines without PR clichés.
- [How Project Folders Supercharged My AI Comms Workflow (And How They’ll Transform Yours Too)](https://www.appliedcomms.ai/project-folders-ai-comms-workflow.md) - How organised AI workspaces transformed my communications workflow (and why you should steal this approach).
- [Building a LinkedIn content creator with Claude, giving Grammarly a reality check, and a (welcome) audit by ChatGPT’s Deep Research](https://www.appliedcomms.ai/newsletter-2025-07-08.md) - In this edition, we dive headfirst into Claude's code-free Artefact app builder to see if we can build a proper LinkedIn content creation tool. Plus, a reality check on whether Grammarly's AI features actually help comms pros, and how ChatGPT’s Deep Research feature may save you hours of time.
- [How good is Claude at building an AI Tool for LinkedIn Content Creation?](https://www.appliedcomms.ai/claude-artifact-app-builder-linkedin-content-creator.md) - I made the most of Claude’s latest app-building capabilities to create a tool that aims to offer several leading LinkedIn posting approaches as part of a structured, AI-powered workflow designed to save time and enhance engagement.
- [Grammarly Review: Your Everywhere Comms AI Subeditor](https://www.appliedcomms.ai/grammarly-review.md) - We tested Grammarly for 18 months across real client work: emails, proposals, newsletters. Is it the AI safety net every comms pro needs?
- [We Tested ChatGPT's Deep Research Tool: Here's What Comms Professionals Need to Know](https://www.appliedcomms.ai/deep-research-comms-test.md) - We put ChatGPT's new Deep Research feature through its paces with a real comms challenge. The results? Not perfect, but more than strong enough to prove its worth in certain situations.
- [Tool Testing: Our Review Methodology](https://www.appliedcomms.ai/tool-testing-review-methodology.md) - The communications world is drowning in AI tool recommendations. Most appear to be written by people who've never actually used them. Our approach is different. Testing Models Every tool gets tested on communications work – the type we have actually done in the past, or that we are currently doing.…
- [Prompt Engineering: Our Production Standards](https://www.appliedcomms.ai/prompt-engineering-production-standards.md) - Prompt engineering sounds sophisticated, but it's really just learning to ask AI systems better questions. Our approach focuses on what actually works for communications professionals. Real Scenarios, Real Constraints We produce and refine prompts on genuine communications tasks: press releases tha…
- [How We Build: App Development Ground Rules](https://www.appliedcomms.ai/app-building-ground-rules.md) - When we build AI tools for communications, we're not trying to create the next unicorn startup. We're solving real problems that comms professionals face every day.
- [Why Applied Comms AI? (And What to Expect)](https://www.appliedcomms.ai/why-applied-comms-ai-and-what-to-expect-2.md) - I'm here to experiment, fail, learn, and share everything along the way. Think of this as your comms insider's guide to figuring out AI together.

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