Training course · AI Agents · Content & PR

AI Agents for Content and PR Teams

Agentic AI for business teams: understand AI agents, automate workflows safely and keep control with human-in-the-loop and governance.

Duration
2 days (14 hrs)
Format
Online or on-site
Language
German or English
Participants
open dates or exclusive for your team
Certificate
Certificate of attendance

Overview

This course connects AI Agents with the everyday processes of Content & PR. Participants work on realistic scenarios and leave with prompts, workflows and checklists they can use straight away.

AI agents go a step beyond conventional chat assistants: they plan sub-tasks, use tools such as search, files or business applications and complete multi-step work largely on their own. Over two days you will learn how agents are built, how they differ from chatbots and traditional automation, and which tasks genuinely justify their use. Widely used platforms serve as practical examples, including Microsoft Copilot Studio, custom GPTs and Claude with projects and tool connections.

In the hands-on sessions you design agent workflows for tasks from your own area of work, from triaging requests through research and drafting to handing results over to business systems. You decide where a person reviews and approves, which permissions an agent receives and how errors are detected. A dedicated block covers governance, data protection and accountability, so that your agents not only work but remain controllable, traceable and defensible within your organisation.

Content, communications and PR teams must tell relevant stories to journalists, customers, employees and search engines with limited resources. Generative AI is changing this daily work noticeably: AI assistants research topics, develop content strategies, structure articles and white papers, draft press releases, Q&A documents and interview briefings and optimise copy for search engines and AI-powered search. Automation supports media monitoring, topic tracking and repurposing content across formats. At the same time, the demands on credibility are rising: facts must be correct, quotes must be approved and crisis communication requires sensitivity. AI is therefore a tool for research, structure and variants, while stance, quality and accountability remain with communications professionals.

The course is delivered live – either online in a virtual classroom or on-site in our training rooms in Munich, Salzburg, Berlin, Augsburg, Hanover, Bremen, Stuttgart and Kaiserslautern. We can also run it exclusively for your team.

Who is this course for?

  • Press officers and PR managers
  • Content marketing managers
  • Editors and copywriters
  • Internal communications teams
  • SEO and corporate publishing leads

Typical challenges we address

  • Producing high-quality expert content with little time and many review rounds
  • Drafting press releases and statements quickly and precisely
  • Repurposing content for search, social media and newsletters
  • Continuously monitoring and assessing media coverage and the topic landscape

What you will be able to do

  • You can explain how AI agents are structured and clearly distinguish them from chatbots and classic automation.
  • You can select a suitable agent platform for your requirements using transparent criteria.
  • You can design an agent workflow for a real process in your area and build a working prototype.
  • You can define human-in-the-loop checkpoints, test cases and escalation rules.
  • Develop content strategies and high-quality copy for different formats with AI support.
  • Produce press releases, Q&As and holding statements faster while checking facts systematically.
  • Automate media monitoring and content repurposing while respecting copyright and media law.

Course outline

Day 1

Module 1 What makes an AI agent
  • Agent building blocks: language model, instructions, knowledge, tools and memory
  • How agents differ from chatbots, macros and classic workflow automation
  • Levels of autonomy: from suggestion-making assistants to agents that act independently
  • Realistically judging which tasks suit agents and which do not
Module 2 Platform overview: Copilot Studio, GPTs and Claude
  • Microsoft Copilot Studio: agents grounded in company data and connected to Microsoft 365
  • Custom GPTs: configuring instructions, knowledge files and actions
  • Claude with projects, knowledge bases and tool access via the Model Context Protocol
  • Selection criteria: data access, integrations, administration and licensing
Module 3 Designing and building agent workflows
  • Breaking tasks into steps and defining hand-offs between agent and human
  • Writing system instructions, examples and knowledge sources for consistent output
  • Connecting tools: search, documents, email, spreadsheets and business applications
  • Building a prototype agent for a real process from your own area
Module 4 Human-in-the-loop, quality and error handling
  • Setting approval steps, escalation rules and thresholds for human review
  • Test cases, evaluation criteria and spot checks for quality assurance
  • Common failure modes: wrong tool choice, endless loops and fabricated facts
  • Using structured user feedback to improve the agent over time

Day 2

Module 5 Governance, security and roll-out
  • Roles and responsibilities across business units, IT, data protection and works council
  • Least-privilege permissions, logging and protection against prompt injection
  • Positioning under the EU AI Act and GDPR: transparency, documentation and data flows
  • From pilot agent to production: operation, maintenance and measuring success
Module 6 Practice lab: Content & PR
  • Topic research and content strategy
  • Press release drafts
  • Articles and white papers
  • Content repurposing
  • Media monitoring insights
  • Crisis and Q&A preparation
Module 7 Data protection, quality & transfer to daily work
  • AI-supported communication must respect copyright, quotation rules and personality rights; quotes must never be invented and must be approved by the person quoted. Confidential information such as unpublished financial results belongs only in approved AI environments, and the EU AI Act's transparency duties apply to AI-generated text on matters of public interest.
  • Ground rules for safe AI use in your team
  • Checking results: facts, sources, tests and the four-eyes principle
  • Personal action plan for the next 30 days
  • Open questions, outlook and resources for further learning

Practical scenarios from your field

Topic research and content strategy

An AI assistant analyses search intent, customer questions and industry trends, clusters topics and proposes a content plan with formats, audiences and key messages for the team to prioritise.

Press release drafts

From facts, quotes and background information, AI produces an inverted-pyramid draft including headline variants, boilerplate and a short version for social media.

Articles and white papers

AI creates outlines, summarises expert interviews, drafts individual sections and checks readability, flow and consistent use of technical terms, before subject matter experts sign off the content.

Content repurposing

A white paper or webinar is turned into blog posts, LinkedIn posts, newsletter sections and FAQ entries, each with adapted length, tone and call to action.

Media monitoring insights

Automations collect online media mentions; AI summarises tone, key statements and relevant journalists and drafts a daily or weekly press review.

Crisis and Q&A preparation

AI helps anticipate critical questions, draft Q&A documents and holding statements and run through crisis communication scenarios, which are then agreed with management and legal.

Prerequisites

You should already use an AI assistant such as ChatGPT, Copilot or Claude on a regular basis. No programming skills are required. You work in communications, PR or content marketing and have experience in professional writing.

Technical requirements

You will need a laptop with an up-to-date browser. Ideally you have access to at least one agent platform such as Copilot Studio, ChatGPT with GPTs or Claude; practice accounts can be provided if needed.

Data protection & compliance

AI-supported communication must respect copyright, quotation rules and personality rights; quotes must never be invented and must be approved by the person quoted. Confidential information such as unpublished financial results belongs only in approved AI environments, and the EU AI Act's transparency duties apply to AI-generated text on matters of public interest.

Suggested dates

All dates are suggestions – your preferred date is always possible.

  • Wed, 25 November 2026 – Thu, 26 November 2026 Online Request
  • Wed, 9 December 2026 – Thu, 10 December 2026 Salzburg Request
  • Thu, 17 December 2026 – Fri, 18 December 2026 Online Request
  • Tue, 19 January 2027 – Wed, 20 January 2027 Bremen Request
  • Thu, 4 February 2027 – Fri, 5 February 2027 Online Request
  • Tue, 9 February 2027 – Wed, 10 February 2027 Augsburg Request

Frequently asked questions

Do I need programming skills to build AI agents?

No. The platforms used on the course rely on visual interfaces, plain-language instructions and ready-made connectors. You learn to specify agents precisely from a business perspective, connect tools and test workflows. Where deeper technical integration would be needed, you will know which requirements to put to your IT team.

Which platform will we use during the course?

The course is vendor-neutral and uses Microsoft Copilot Studio, custom GPTs and Claude as examples. You build your prototype on the platform that is available or planned in your organisation. The principles of workflow design, control and governance you learn carry over to other agent solutions as well.

How do I stop an agent from acting without control?

Through deliberate design: agents receive only the minimum permissions they need, critical actions such as sending, booking or deleting require human approval, and every step is logged. In addition, you define test cases and escalation rules. These are exactly the control mechanisms you develop for your own use case during the course.

How do we prevent false facts in AI-generated copy?

AI assistants can produce convincing but incorrect statements. Work with supplied sources as context, ask for claims to be referenced and introduce a mandatory fact check before publication. In the course we develop prompt patterns and review routines that support exactly this.

Do search engines penalise AI-generated content?

Search engines primarily assess quality, usefulness and expertise, not how content was produced. Mass-produced thin content does harm rankings, however. Content that performs well combines genuine expertise, examples and data, with AI providing structure and efficiency and experts providing substance.

How much does “AI Agents for Content and PR Teams” cost?

The course costs a flat €949 plus VAT per participant – whether online or on-site. This includes 2 training day(s) with a live trainer, course materials, a lab environment and a certificate of attendance.

Can I suggest my own date?

Yes. Our suggested dates are just a guide. In the request form you can always describe your preferred date or period in free text – we check availability and confirm within one working day.

Is the course online or on-site?

Both are possible: live online in a virtual classroom or on-site in Munich, Salzburg, Berlin, Augsburg, Hanover, Bremen, Stuttgart or Kaiserslautern. We can also run the course exclusively for your team.

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