PR Team Training Workshops

Practical training workshops that help PR, comms and content teams impact how brands show up in AI search, and prove the financial value of the work.

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WORKING WITH PR AGENCIES & IN-HOUSE TEAMS

M&S

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Splendid Comms

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giffgaff

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Performance Comms

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Hotjar

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Red Consultancy

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Propellernet

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Aspire PR

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M&S • Splendid Comms • giffgaff • Performance Comms • Hotjar • Red Consultancy • Propellernet • Aspire PR •

Choose your workshop

  • 1. PR for AI: Foundations

    For quick clarity and smaller budgets

    A fast, actionable session to get your team aligned on how AI search is changing brand discovery and reputation - and what to do about it.

    Best for: teams that want clarity + momentum

    Outcomes: a clear understanding of threats, opportunities and 5–10 priority actions

    Format: 90-minute live workshop (remote)

    Investment: From £1000 (up to 8 people)

    View details ↓

  • 2. Ask → Answer → Amplify → Assess

    Most popular

    An in-depth practical training workshop to map the questions that matter, identify content + PR opportunities, and benchmark visibility.

    Best for: teams who need a repeatable system

    Outcomes: a shared framework, strategic question map, content plan, PR for AI tactics + reporting template

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

    Investment: From £2.5k (up to 8 people)

    View details ↓

  • 3. PR Measurement: Proving Value

    Prove ROI

    A hands-on workshop to help you defend budget and tell a compelling performance story to senior stakeholders.

    Best for: teams who need a stronger measurement narrative

    Outcomes: a measurement framework, clarity on AI search metrics and impact reports to prove value.

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

    Investment: From £2.5k (up to 8 people)

    View details ↓
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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 way people discover brands and research products has undergone a fundamental change.

ChatGPT has 800 million weekly active users.

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 teams are using AI optimisation to:

  • Protect and grow PR budgets 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 structured, practical workshops.

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

1. PR for AI: Foundations

What it is

A fast, practical session to get a PR/comms/content team aligned on how AI search is shaping discovery and reputation, and what to do this month.

Who it’s for

  • PR/comms/content teams who want a clear starting point

  • Agency teams who need shared language + a simple plan for client conversations

Pre-training preparation

Before we start, we invite you to share your current challenges and team needs, so we can make the most of your training workshop. To make the training immediately actionable, we'll also ask you for:

  • Website URL + top competitors

  • 3 priority products/services

  • Optional: 3–5 recent coverage links

What we cover in the training workshop

  • What’s changed: AI answers as the new “first impression”

  • The 4 A’s of AI Visibility (Ask → Answer → Amplify → Assess)

  • Quick diagnostic: where you’re strong/weak today

  • 30‑day action plan: 5–10 immediate actions

Deliverables (within 48 hours)

  • Workshop recording + slides

  • 1‑page summary + priority actions

  • 4 A’s cheat sheet (internal use)

Investment: From £1000 (up to 8 people)

Next step (optional): Upgrade to the 4 A’s Workshop for more in-depth training and/or book the AI Visibility Audit if you want implementation.

Let's chat

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.

This structured workshop will help you map the questions that matter, identify content + PR opportunities and build a simple measurement baseline.

Pre-training preparation

Before we start, we invite you to share your current challenges and team needs, so we can make the most of your training workshop. To make the training bespoke and immediately actionable, we'll also ask you for:

  • Website URL(s), competitor list, target markets

  • 10 priority pages / products / topics

  • Optional: existing content calendar + PR targets

What we cover in the training workshop

ASK (Audit): priority questions, competitor landscape, current AI narratives

ANSWER (Content): what to publish / update; structure for clarity + credibility

AMPLIFY (PR): angles that earn citations; spokesperson and byline themes; target media

ASSESS (Measurement): how to track AI visibility, brand mentions, citations and narrative accuracy over time

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

Deliverables (within 72 hours)

  • 4 A’s action plan (quick wins vs longer‑term)

  • Priority question set (with owners + suggested assets)

  • “Authority signals” checklist (bios, About page, proof points)

  • Baseline measurement template

  • 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.

Investment: From £2.5k (up to 8 people)

Recommended next step: Book the AI Visibility Sprint to implement the first wave of actions and set up tracking.

Let's chat

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.

Who it’s for

  • PR/comms and content teams who need a more credible measurement narrative

  • Agency teams who want to defend retainers and improve reporting

  • Marketing leads who want PR to ladder up to business outcomes

Pre-training preparation

Before we start, we invite you to share your current PR measurement challenges, so we can make the most of your training experience. To make the training bespoke and immediately actionable, we'll also ask you for:

  • 1–2 examples of recent PR/content campaigns

  • Current reporting + top business goals

  • Optional: GA4/GSC access or headline exports

What we cover in the training workshop

  1. What “good measurement” looks like and what to stop doing (AVE)

  2. Brand awareness + search demand: spotting trends and connecting it to comms

  3. How to compare PR performance by campaign/region/product/time period

  4. Search performance: what SEO metrics can (and can’t) prove for PR

  5. AI visibility: presence, citations and narrative accuracy

  6. Financial value estimate - CPM (cost per mille): cost per one thousand views

  7. Business impact: tying it together for senior stakeholders

Deliverables (within 72 hours)

  • Recording + slides

  • Measurement framework template

  • Exec‑friendly reporting doc outline

  • Suggested KPI set tailored to your objectives

Investment: From £2.5k (up to 8 people)

Let's chat

Training Packages

 FAQs

  • We recommend that workshops have between 4 and 8 participants to allow for questions and ensure a consistent level of learning.

    However, we can also facilitate larger groups on request. We have experience of training teams of 50+.

  • 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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