PR training for search, AI and growth
Realise The Business Impact of Digital PR
I help PR agencies and in-house teams win new business and grow client retainers by demonstrating the measurable value of PR across search, AI and digital visibility.
Alongside my long-time collaborator Rik Turner, I deliver training programmes that bring together digital PR, SEO and AI visibility - helping teams understand how brands are discovered today, from search engines to large language models.
We’ve worked together for over 12 years, including scaling our previous agency’s largest client to a £100k per month digital PR and link-building retainer.
Our training is designed as a structured journey, covering everything from the fundamentals of SEO-led PR and AI visibility, through to campaign ideation, content, outreach and measurement - giving teams the tools to build strategies that drive real impact.
Digital PR Training Workshops:
INTRO TO SEARCH, AI AND DIGITAL-PR
This introductory session provides an overview of how brands are discovered across Google and AI-driven platforms, including large language models, and how this is reshaping PR.
Participants learn practical SEO and AI visibility fundamentals, improving their ability to discuss modern digital PR confidently with clients.
AUDIENCE INSIGHTS, SEARCH DATA & DIGITAL PR STRATEGY
This workshop teaches participants to leverage search data and emerging AI-driven insights to understand audience behaviour and justify increased PR investment.
It involves strategic planning using SEO, search listening and competitive insights to build compelling business cases for PR that drives visibility across both search and AI.
DIGITAL PR CAMPAIGN IDEAS & CONTENT STRATEGY
This workshop focuses on creating content that earns media coverage, ranks in search and is surfaced in AI-generated responses.
Participants explore creative campaign development and learn how to structure content for maximum visibility across search engines and AI platforms.
DIGITAL PR CONTENT & OUTREACH
Attendees learn to identify and engage with key media contacts to secure high-quality coverage and authoritative links.
The session also explores how media placements influence visibility not just in search rankings, but in AI-generated outputs, reinforcing the importance of authority and relevance.
DIGITAL PR MEASUREMENT & PROVING VALUE
This session shows how to measure the impact of digital PR across search performance, brand visibility and emerging AI discovery.
It focuses on connecting coverage and links to real business outcomes, including traffic, engagement and how brands surface in AI-driven environments.