AI Content Training for PR and Communications Teams

AI assistants built on Large Language Models (LLMs) are reshaping how audiences search, learn and make decisions. ChatGPT, Gemini, Perplexity, Copilot, and others are now often the first touchpoint for business decision-makers seeking information.

However, LLMs don’t read like humans; they look for clarity, structure and semantic relevance. PRs must change the way they write to satisfy both human audiences and LLMs.

My training shows you how.

What You’ll Learn

1. How Large Language Models (LLMs) Work

• Where LLMs fit into the decision-making funnel

• Which key sources do LLMs prefer?

• How AI models interpret text

• Why messaging must now be detailed, concise, and context-rich

• Prompt engineering

2. Writing to be discovered by LLMs

• Proven formats for content that AI can summarise accurately

• How to communicate while preserving your brand voice

3. Content tactics for LLMs

• The role of PR (citations) in ranking

• Practical owned content tactics

4. How to build personas

• Create personas (synthetic audiences) that reflect your brand personality

• Test-run ideas by them

5. Measuring results

• Measuring what matters

• Evaluating reputation

• How to iterate based on results

6. How to package content services for LLMs

• Building and pricing auditing and content strategies for LLMs

• Upselling PR, website edits, and analytics services.

“Chris’s session was so valuable for us to understand the potential for AI in our day-to-day workflows and how we can apply new strategies to assist our clients.”

– Nikki Scrivener, Director, Fourth Day Public Relations

Who is this training for?

This programme is designed for:

• PR professionals

• In-house comms teams

• Agencies working in earned, owned or brand storytelling

If your role involves shaping messages that influence perception, this training will help you stay ahead.

Format and Delivery

• Available as a three-hour live workshop at your office

• Includes actionable frameworks, templates, live examples, and Q&A

Why Now?

AI isn’t replacing communicators, but PR teams must use AI to gain a competitive edge.

This is an opportunity to modernise your craft without losing the human insight, empathy and narrative intelligence that makes great PR truly effective.

About Your Trainer

Chris Lee brings 27 years of experience in tech PR, journalism, and digital marketing. He has been writing about AI in PR since 2018. Chris has worked in digital roles with top agencies, including Grayling and Ketchum (Emanate), and has written for major technology, business, and sports publications.

His training style is practical, engaging, and rooted in real-world experience.