Time to Communicate with Impact: Masterclass in Communication

By Andreea Bordei

When Covid-19 hit, nothing was not going to look the same. Starting with our healthcare systems, our social behavior to how we run our businesses.

Through ABCS.world, in the last few years, I’ve been running live workshops on strategic communications and digital strategy for social impact. The ‘live’ part of my work had to change overnight – people were no longer in the office nor were they able to travel. So, I had to get creative.

I started doing my training sessions on Zoom and it was a whole different experience- I learnt a lot from it, I adapted as needed, switching to the online interaction and keeping the group energy up challenge; eventually it all went great.

As I went on with my new business, one thing became clearer to me- people would need to start building communications more consciously in order to have a true impact.

As large and small businesses were losing trade and their future looked insecure, many leaders and entrepreneurs needed support in taking decisions and action in this new uncertain context. And as if taking business decisions wasn’t hard enough, communicating them would be a whole other challenge. 

On top of it all, fake news and clickbait titles took over and panic started to install in people, shaking their balance and changing their lives.

We are facing a global crisis. More than ever before, we have a responsibility to communicate in a way that is consistent, truthful, sensible, engaging and supportive.

So I decided to share my work with people in a more accessible format – an online course: . Communications workshops are still on; but until businesses can spend a whole few days together as a team, designing their communications and strategic direction, you can start with , where I take you on a journey to build impactful communications following a simple yet thorough model. 

I really want those taking the course to achieve their personal and business objectives through their communications. So, at the end of the course, you will be able to schedule free counselling session with me, so we can review and test your communications before they go live.

We’re all in this together. 

Happy comms and positively impactful days, 


Since AI is here to stay…

We may as well learn to fly with it.

Artificial intelligence has been present in our lives for quite a while now. Be it in the shape of facial recognition when we travel through airports around the world or as Netflix’s recommendation feature which serves us on a plate what it thinks will please us most in terms of motion picture entertainment.

Since I first started looking in depth into what the applicability of artificial intelligence was, I understood that, to some extent, it is virtually present into every aspect of our lives. And its promise is that it will become ever more prominent to the point where we may end up having a best friend shaped like a human but programmed like a robot. An emphatic one, scientists hope.

Once you understand how it works, it is very easy to spot AI everywhere. In our area of work, at ABCS World, it became increasingly obvious that there is no way to ignore its presence in our practice. In marketing, journalism and wider communications area, there was a clear pattern of AI systems facilitating our work through ever more complex tools and programs. From building audience profiles, to identifying patterns of behavior that can guide the marketing efforts, to converting the response we were getting from the public into insightful data which informed our decisions for future campaigns, to programs that reveal what questions are mostly asked online, which helps build a content marketing strategy etc.

We saw news being written by a robot reporter during the Rio Olympic Games and now have customized messaging for each user via companies like Persado, who base their generated content on the users’ historical emotional engagement with content online.

It all points to a path of no return. People are getting increasingly anxious about it too. In fact, if we look around, we can spot at least three types of attitudes towards AI- we have the supporters, who believe in putting all out efforts into building machines which will improve our livelihoods; there are the bystanders- those who still have no idea how AI will impact their lives, they are probably using AI without knowing it and they are not thinking much about what the future will look like as AI develops; and there are of course the cautious (about giving AI too much power), as they basically see the future as “robots” taking over the planet. AI is developing at impressive speed regardless on the general sentiment about it (by the way, there is now an AI tool which can pretty much draw a chart on the sentiment on AI around the world and predict how it will evolve in the future).

At ABCS World, we have been adopting the AI tools as they emerged and as suitable for each project. We’ve seen clients wanting to go the safe and known route of human intervention at every step of the project and others willing and excited to try the latest tools, looking to improve their results and save resources. 

The path we’ve chosen for all though is to present them with all the options- the traditional ones and the most innovative ones, for marketing and wider communications. 

To ensure we offer the best possible understanding of the space and of what AI’s current and potential impact is, after months of research and design, we are now launching the newest format of our strategic communications workshops and trainings, with an AI component across the entire curricula. 

AI is here to stay. We may as well get to know the newcomer. This could be the start of a beautiful friendship. 

Reach out to us for a free counselling session on how you can integrate AI tools in your practice and get an idea on what to expect from AI adoption in the near future.

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