Martin Meitern is an enterprise AI trainer helping organizations reimagine their workforce and strategy in the age of LLMs. Previously, he served as Organizational Development Advisor and Head of Communications at the University of Tartu, where he led high-stakes crisis communications and designed strategic decision-making frameworks.
Generative AI can produce communication copy quickly, but speed alone does not solve the real problem for universities. University communicators work with fragile trust, complex audiences, sensitive facts and approval-heavy workflows. In this workshop we will explore how AI becomes useful when it is given the right institutional context and the right communication skills.
Using a prototype university communications repository, we will look at how brand guidance, audience knowledge, channel rules, verified facts, templates, approvals and risk guidance can help AI produce safer and more relevant first drafts. Participants will see two live examples: a research communication package and a crisis communication scenario. They will also take part in a physical context-window exercise and then compare their choices with a simulator.