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Prompt Engineering – Marketing and Communication in the Age of AI

In today's data-driven era, the integration of AI, particularly Large Language Models (LLMs) like ChatGPT, has revolutionized how organizations operate. These advanced AI tools democratize access to powerful AI capabilities, offering unprecedented opportunities for efficiency and productivity.

This workshop delves into the fundamental aspects and practical applications of LLMs, focusing on ChatGPT and PAIR. Participants will gain a comprehensive understanding of:

• The Rise of AI and LLMs: AI is no longer a futuristic concept but a present-day reality transforming industries worldwide. LLMs, in particular, have democratized AI benefits, making sophisticated language processing accessible to everyone.

• Capabilities and Limitations of LLMs: Explore how LLMs like ChatGPT operate, their strengths in generating human-like text, and the boundaries that govern their use. Understand the nuances of leveraging LLMs effectively in Marketing and Communication contexts.

• Benefits for Public Service Officers: Discover why integrating LLMs into daily workflows is essential for public service officers. From drafting clear and persuasive communications to analyzing public sentiment through AI-driven insights, LLMs offer tools to enhance efficiency and decision-making in realtime.

This workshop equips participants with practical skills to harness LLMs effectively in Marketing and Communication roles within the public sector. Through hands-on exercises and case studies tailored to Singapore's Public Service needs, attendees will learn to leverage LLMs for optimized productivity and impactful communication strategies.

Join us to explore the transformative potential of AI-powered LLMs and discover how they can elevate your effectiveness in today's data age.

Objective

• Gain an appreciation of the AI landscape and the place that Generative AI and LLMs play in it

• Understand how LLMs work, their capabilities and limitations and the role that prompt engineering plays in the LLM workflow

• Gain an understanding of the key components in an effective prompt to get the most out of LLMs like ChatGPT and PAIR and apply them to generate and refine emails, social media posts, press releases and articles for Marketing and Communications in the Public Service Context

• Gain an practical appreciation of the capabilities limitations of the free version of ChatGPT and PAIR, and exposure to other LLM applications

Outline

• Introductions and Administration

• Brief history of AI; from machine learning, deep learning, AI, Generative AI and Quantum AI.
  o Appreciate the subtle differences in the evolution of AI
  o Understand how LLMs work, their capabilities and limitations

• Introduction to Prompt Engineering
  o Appreciate the role of Prompt Engineering in the LLM workflow
  o Introduction to the PEACE prompt engineering framework
  o Understanding the components of a good LLM prompt
    ▪ Task, Context, Examples, Persona, Format, Tone

• Effective email writing powered by AI
  o Assess what a good email and bad email look like
  o Drafting and refining emails with LLM using variations to the prompt formula
  o Group discussion: Reviewing the LLM outputs against human written email responses. Identifying best practices to use LLMs

• Social Media posts powered by AI
  o Assess what a good and bad social media posts look like
  o Drafting and refining social media posts with LLM using variations to the prompt formula
  o Group discussion: Reviewing the LLM outputs against human written social media posts. Identifying best practices to use LLMs

• Blogging and content creation powered by AI
  o Define what a good content should have and what it should avoid
  o Drafting and refining a blog article with LLM using variations to the prompt formula
  o Peer review: Critiquing and improving AI-generated blog posts.

• Linkedin profile optimization powered by AI
  o Review and identify positive and negative traits of Linkedin profiles
  o Drafting and refining your linkedin profile with LLM using variations to the prompt formula
  o Peer review: Critiquing and improving AI-generated Linkedin Profiles

• Wrap up and Q&A
  o Recap of key learnings from the day.
  o Q&A session to address any remaining questions.
  o Final thoughts and next steps for continued exploration of AI tools.

Who should attend

• Civil service professionals looking to enhance their communication skills with AI.
• Beginners interested in exploring AI tools for official use.
• Anyone curious about the applications of AI in public service communication and content creation.

Logistic Requirements

• Participants will require an internet accessible laptop that can access PAIR and ChatGPT

Profile of Michael-Lee

Michael Lee, MBA, BSc Principal Consultant

• An award-winning trainer, Michael leads engagements to help clients build practical analytics capabilities. His clients span multiple functions, sectors and geographies including Insurance, Finance, Education, Government across Asia Pacific.

• In a prior life, Michael was an IT professionals with more than 20 years of experience spanning notable tech companies, functions and geographies. Notably, Michael headed the business analytics & intelligence function for a large technology MNC with >$48B in revenue.

• An ACLP certified trainer with the Civil Service College and CCISG, focused in developing & delivering analytics related curriculum

• Michael has a Bachelor’s degree in Computer Science & Mathematics, and an MBA from the National University of Singapore