Working with PR agencies & in-house teams

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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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)

From £1k (up to 8 people)

2. The 4 A's Workshop

Most popular

An in-depth practical 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)

From £2k (up to 12 people)

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)

From £2.5k + VAT (up to 16 people)
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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:

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:

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

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

What we cover

Deliverables

Investment: From £1k (up to 8 people)

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.

What we cover

  • 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

Deliverables

  • 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 £2k (up to 12 people)

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.

What we cover

  • What "good measurement" looks like and what to stop doing (AVE)
  • Brand awareness + search demand: spotting trends and connecting it to comms
  • How to compare PR performance by campaign/region/product/time period
  • Search performance: what SEO metrics can (and can't) prove for PR
  • AI visibility: presence, citations and narrative accuracy
  • Financial value estimate, CPM (cost per mille): cost per one thousand views
  • Business impact: tying it together for senior stakeholders

Investment: From £2.5k + VAT (up to 16 people)

Let's chat

Good, better, best

Good

Single Training Workshop

For smaller budgets

From £1k

Better

Workshop + AI Visibility Sprint

Best value

+ £3k

Best

Workshop + Retainer

The ultimate package

+ £2k per month

AI SEO training testimonials

"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

Paul McEntee

Founder & CEO, Here Be Dragons

"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 Kelly

Stella Kelly

Host, PR Resolution Podcast & Director, CoverageBook

"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

Joanne King

Marketing Director, ICMP

"I found the SEO tools and broad application of SEO to PR the most valuable. I'll now talk to clients more about the value of SEO and its connection to PR. Thanks very much!"
Jade Wimbledon

Jade Wimbledon

Associate Director, Man Bites Dog

FAQs

Training questions

How many people can participate in a training workshop?

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+.

Can we make the training bespoke for our team?

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.

Is there follow up support?

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

How do I book a workshop?

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

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