AI Content Training for PR and Communications Teams
Understand how to be cited by ChatGPT, not just Google
Business decision-makers now ask Large Language Models (LLMs) like ChatGPT, Gemini, Perplexity and Claude before they ever reach a website or a journalist. If your press releases, blogs and web copy aren’t structured for how LLMs read, your clients’ competitors get the citation instead.
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.
“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
I run this training in two formats, because agencies and in-house teams need different things from it.
For PR agencies
Everything in the core curriculum, plus a commercial module on packaging and pricing AI visibility services: how to build GEO audits and content strategies into your offer, and how to upsell PR, website and analytics work off the back of them. You leave with a new revenue line, not just new skills.
For in-house comms teams
Everything in the core curriculum, plus a module on embedding AI-ready content in your organisation: making the internal business case, briefing your agency on GEO, and reporting AI visibility to leadership.
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.
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 pricing
In-person workshop. Three hours at your office, up to eight attendees. Includes frameworks, templates, live examples and Q&A. £1,250+VAT (plus travel outside the M25).
Remote workshop. The same curriculum is delivered live online, up to eight attendees. Ideal for distributed teams. £999+VAT
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 28 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.
Interested?
Let’s talk about your team’s needs.
Please drop me an email to discuss