AI & SEO Training for PR Teams
Realise The Business Impact of Digital PR in the AI Era
Digital PR Training Workshop Series:
Building an offer that grows PR budgets
Background & Opportunity For PR Teams
Your online PR coverage has a far greater effect than just raising awareness and changing opinion. Brand mentions and links are among the key factors that influence how AI chatbots & Google determine site rankings and where to direct millions of people every day, which can translate to millions of pounds for brands.
Many digital teams and SEO agencies are reporting on the true impact PR coverage is gaining - in many cases PR coverage they didn’t place. There is a huge opportunity for PR teams and agencies to start claiming all the additional results their work is having by adding AI & SEO to their future PR strategies.
Greater measurement will not only protect and grow current PR retainers, but it also has the potential for PR teams to differentiate in competitive new business pitches. With training, PR agencies also have the potential to go after SEO ‘link building’ briefs and budgets, which can be huge.
We offer 6 digital PR training workshops that take attendees on a journey of building an impactful SEO-PR strategy. From intro sessions on AI & SEO-PR to in-depth workshops on digital PR campaign ideas, content, outreach and measurement.
AI SEO Training Testimonials
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![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
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![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
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![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
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![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
AI & SEO Training for PR Teams
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1. Intro to AI Search & SEO-PR
This introductory session provides an overview of PRs role in AI search & SEO, detailing recent algorithm changes and how they affect the industry.
Participants learn practical skills, improving their confidence and ability to discuss SEO & AI confidently with clients.
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2. PR For AI Optimisation (AIO)
Generative AI has changed the rules of search, journalism and brand discovery almost overnight.
This workshop demystifies what AI means for PR pros and shows you how to build your client’s brand in the age of AI.
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3. Audience Insights & Digital PR Strategy
This workshop teaches participants to leverage Google's trusted rankings and engaged audience to justify increased PR budgets.
It involves strategic planning using SEO data and competitive insights to create compelling business cases for investing in PR.
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4. Digital PR Campaign Ideas & Content Strategy
This workshop focuses on creating engaging content that earns coverage, Google rankings and trains AI to cite your brand.
Participants explore creative processes for campaign ideas and learn about the strategic placement of content for maximum SEO impact.
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5. Digital PR Content & Outreach
Attendees learn to identify and engage with key media contacts to secure coverage, contextual brand mentions and links.
The workshop covers effective communication with journalists and influencers, prioritising authority and relevance.
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6. PR Measurement & Proving Value
This session shows how to measure the effects of digital PR campaigns, linking outcomes to business impact.
It focuses on enhancing brand awareness, changing audience behavior, and improving search performance.
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. PR for AI Optimisation (AIO)
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 win placements in 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. Audience Insights & Digital PR Strategy
Workshop Overview
Google search is more trusted than other media sources and the Google audience is significantly more engaged. The likelihood of this audience to take action and buy is many times higher than with traditional media and therefore carries far greater commercial value for clients and agencies.
This workshop provides a deep dive into how to justify and increase your PR budget using Google data. We’ll focus on gathering search insights and competitive backlink analysis to create strategic PR plans and robust business cases.
Participants will learn to analyse SEO data effectively and propose a strategic plan for digital PR campaigns with business impact. Learn how to stand out in new business pitches and create PR proposals that appeal to both the brand teams and the big-budget holders.
Attendees will use live Google search data and planning templates to create powerful commercial arguments that win budgets and project sign-offs.
What's Included:
Keyword Research
Competitor Analysis
Impact Forecasting
Building Bespoke Business Cases for Investing in PR
4. Digital PR Campaign Ideas & Content Strategy
Workshop Overview
For a campaign to deliver front-page Google coverage, content needs to be engaging and useful to the consumer. Campaigns that do not have Google at the heart of the strategy will miss the biggest most engaged audience.
Explore the creative process and how to get inspiration for campaign and content ideas in this session. We’ll cover everything from identifying resonant themes and emotions to refining ideation processes. Learn how to discover what works, decide what content fits best and where it should be placed to maximise SEO impact.
What's Included:
Digital PR Campaign Inspiration
Why Content Gets Shared (and goes viral)
Coming Up With Campaign Ideas - Creative Processes
Content Formats & Placement
5. Digital PR Content & Outreach
Workshop Overview
In this session, attendees will learn what content appeals to journalists and influencers as well as the target audience. They’ll also learn how to identify and prioritise media contacts by authority and AI influence.
Learn how to discover, prioritise and engage with media contacts effectively, based on their authority and relevance. This workshop covers crafting compelling press materials and strategic pitching techniques to ensure optimal timing and delivery for maximum reach, contextual brand mentions and links within coverage.
What's Included:
Creating media lists
Prioritising by authority and relevance
Press releases & press materials
Pitching to media
6. Digital PR Measurement & Proving Value
Workshop Overview
Content marketing and online PR are measurable. And because it’s provable, budgets can be retained with more control and certainty.
In this final workshop, learn how to measure the tangible impacts of digital PR efforts, from enhancing brand awareness 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
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Good
Any Single Training Workshop
For smaller budgets
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Better
Full 6-Part Workshop Series
Most popular
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Best
All 6 Workshops + 5 Days Consultancy
The ultimate package
Contact Us
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