The advent of generative artificial intelligence (AI) is reshaping the field of strategic communications, introducing new paradigms in Public Relations, stakeholder engagement, and reputation management. This course critically examines the theoretical foundations, practical applications, and ethical implications of AI-driven PR, with a particular focus on generative AI in its various forms, including natural language processing (NLP), large language models (LLMs), automated content generation, and text, image and video creation. Students will explore the deployment of AI-powered tools in media relations, crisis communication, audience sentiment analysis, and personalized content strategies. Through interdisciplinary analysis, case studies, and hands-on application, the course evaluates both the opportunities and challenges posed by AI, addressing concerns related to authenticity, misinformation, algorithmic bias, and professional ethics. By integrating theoretical perspectives with practical exercises, students will develop the critical competencies necessary to navigate and leverage generative AI for responsible and effective PR practices in an increasingly automated media ecosystem.