AI SEO Training for PR Teams

Practical training for PR, comms and content teams who want to understand AI search and turn it into a service, an action plan and measurable work.

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Choose your workshop

  • 1. Intro to AI Search & SEO-PR

    A fast, actionable session to get a PR/comms team aligned on how AI search is shaping discovery and reputation and what to do about it.

    Best for: Teams that want clarity, confidence and momentum

    Outcomes:

    A clear understanding of AI’s impact on PR and communications

    A framework for identifying opportunities and threats to your business

    5–10 priority actions across owned + earned media

    Format: 90-minute live workshop (remote)

    Investment: £500 - £1500

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  • 2. The 4 A’s Workshop: Ask → Answer → Amplify → Assess

    An in-depth practical training workshop - from gathering insights to creating business impact.

    Best for: Teams who want a practical system they can repeat.

    Outcomes:

    A shared framework the team can use immediately

    Priority question map + themes

    Backlog of content + PR actions tied to visibility goals

    Measurement baseline to support stakeholder buy-in

    Format: Half-day live workshop (remote or in-person)

    Investment: £2k–£4k

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  • 3. PR Measurement & Proving Value

    A hands-on workshop to help you measure the effectiveness and efficiency of PR campaigns, linking activity to outcomes and business impact.

    Best for: Teams who need a clearer story linking PR → audience response → business impact.

    Outcomes:

    A simple measurement framework

    Clarity on AI search metrics like brand visibility, search demand, mentions and citations

    Bespoke impact reports to prove the value of your PR activity

    Format: 2–3 hours (remote or in-person)

    Investment: £1k–£3k

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AI SEO Training Testimonials

  • Paul McEntee - Founder & CEO @ Here be dragons

    “Rik is a fabulous SEO wizard and he took our team through the ins-and-outs of SEO in a non-complex, engaging way. We'll work with him again and I'd recommend his services to anyone who needs a refresher or intro to the art of SEO."

    Paul McEntee | Founder & CEO - Here Be Dragons

  • Stella Bayles - PR Resolution Podcast Host & Director @ coveragebook.com

    “I worked with Rik on a number of training courses with content, social and PR teams, all training and setting SEO strategies. Not only did the sessions go well, all of the teams improved workflow, increased traffic and in some cases, revenue as a result."

    Stella Bayles - Host @ PR Resolution Podcast Host & Director @ coveragebook.com

  • Joanne van vuuran linkedin profile picture.

    “The training was incredibly useful for the team to get a broader view on how SEO works and how it can be used through our various channels. We were able to walk away with tangible ideas to action over the coming months. Excellent workshop delivered in an interesting and engaging way.”

    Joanne King - Marketing Director @ ICMP

  • Jade wimbledon linkedin profile picture.

    “I found the SEO tools and broad application of SEO to PR the most valuable (why coverage is so valuable from an SEO perspective; embedding SEO in KPIs; using for pitches etc.). I'll now talk to clients more about the value of SEO and its connection to PR. Thanks very much!”

    Jade Wimbledon - Associate Director @ Man Bites Dog

PR for AI Training Workshops:

Creating campaigns that grow PR budgets

The AI revolution is here and it's changing everything

Google's AI Overviews now reach 2 billion users monthly. Google AI mode is here. Click-through rates are plummeting. Search traffic is falling across industries.

Welcome to the rise of GEO (Generative Engine Optimisation). If your brand isn't cited in AI responses, you're invisible to your potential customers.

Why PR Teams Are Perfectly Positioned to Win

AI engines prioritise exactly what PR teams excel at:

✅ Trusted journalism

✅ Owned content that demonstrates authority

✅ User-generated feedback and social proof

The numbers don't lie: 95% of AI citations are unpaid (Muck Rack), meaning traditional PR tactics drive AI visibility.

The Hidden Value Your PR Work Already Creates

Your media coverage isn't just building brand awareness anymore. Every placement, mention, and link directly influences:

  • How AI chatbots respond to brand queries

  • Where Google's AI directs millions of daily searches

  • Which brands get featured in AI summaries worth millions in exposure

Digital teams and SEO agencies are already tracking PR's impact on search rankings and AI visibility – often for coverage they didn't even secure. Meanwhile, most PR teams aren't measuring or claiming credit for these massive additional results.

Turn Your PR Expertise Into Competitive Advantage

Forward-thinking PR agencies are using AI optimisation to:

  • Protect and grow retainers with measurable digital impact

  • Win competitive pitches by demonstrating broader value

  • Capture SEO budgets worth tens of thousands per client

  • Future-proof their services as traditional media consumption shifts

Our Training Workshops for PR Teams

We take your team from AI newcomers to strategic leaders through comprehensive workshops.

The question isn't whether AI will transform PR – it already has. The question is: will you lead or follow?

1. Intro to AI Search & SEO-PR

Workshop Overview

This intro session comprehensively overviews how Google and PR are inextricably linked.

We will explain Google’s recent algorithm changes that have substantially impacted the SEO & PR industries.

Attendees will learn practical tips and knowledge of tactical tools to gather search insights.

The main goal of this intro session is to improve your confidence in talking to clients about SEO.

What's Included:

  • Search ranking factors

  • The Google updates important to PR

  • Business opportunity - what is search worth to your clients?

  • Audience insights for content ideas and campaign planning

  • Content placement – for maximum SEO value

  • Case studies and real world examples

  • Adding weight to current PR reports

  • Measuring business impact to differentiate you from PR competitors

2. The 4 A’s Workshop:

Ask → Answer → Amplify → Assess

Workshop Overview

Generative AI has changed the rules of journalism and brand discovery almost overnight.

ChatGPT & Google’s AI Overviews assemble answers from the brands and experts their models “know” best. Those signals are shaped by the quality, context and frequency of your press coverage. In short: if AI can’t recognise your brand authority, it won’t recommend you.

What you’ll learn

Targeted media lists - How to identify media sources that feed LLM training data.

Contextual brand mentions - Techniques for weaving natural, topic-rich references into every piece of coverage so models link your brand to the right themes.

Credible expert positioning - Crafting press comms with named spokespeople and quotable insight that reinforce your client’s brand authority.

Consistency & cadence - Building a pipeline of research reports, surveys and expert round-ups that journalists and AI models, cite again and again.

You’ll leave with…

  • A plain-English playbook for earning coverage that trains AI models.

  • Templates for context-rich releases, expert quote banks and research briefs.

  • A measurement framework that tracks brand visibility inside generative results, not just the traditional SERP.

3. PR Measurement & Proving Value

Workshop Overview

PR and content marketing in the digital world are highly measurable. And because financial value can be proven, budgets can be retained and grown with more control and certainty.

In this workshop, learn how to measure the tangible impacts of digital PR efforts, from amplifying brand awareness through training AI models to altering audience behaviour and improving search performance.

The session will teach you to link these outcomes to overall business impact, demonstrating the value of your campaigns and creating compelling stories your clients will love.

What's Included:

  • Brand awareness and search demand

  • Changing audience behaviour

  • Search performance

  • Share of model (AI visibility)

  • Business impact

Training Packages

 FAQs

  • We recommend that workshops have between 5 and 12 participants to allow for questions and ensure a consistent level of learning.

    However, we can also facilitate larger groups on request.

  • Yes! After we have an intro call, workshops are then tailored to your bespoke needs using live client examples so you get hands-on experience and immediately actionable outcomes.

  • Yes. We also offer bespoke consultancy to help cement the learnings and support implementation.

  • Contact us using the form below and we’ll get in touch to schedule a call.

Contact Us

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