Training course · Make · Content & PR

Make for Content and PR Teams

Automation with Make (formerly Integromat) and AI modules: build scenarios, routers and AI steps while keeping data protection in check.

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

“Make for Content and PR Teams” is a hands-on course for roles such as Press officers and PR managers, Content marketing managers and Editors and copywriters. Rather than learning Make in the abstract, you work on tasks from your daily routine – with examples, exercises and templates from Content & PR.

Make, formerly known as Integromat, is a visual automation platform that lets you connect applications and automate recurring processes without writing code. Over two days you will learn to build scenarios systematically, from triggers and modules through routers and filters to iterators, aggregators and data stores. You will understand how data flows through a scenario, how to reshape it with functions and how to keep an eye on operations consumption.

The second focus is AI. You connect language models through Make’s AI modules and provider integrations to classify text, extract information from emails and documents, draft replies or enrich content. You learn to catch errors with error handlers, test scenarios and document them clearly. Finally, you address data protection topics such as hosting region, data processing agreements and data minimisation, so that your automations can be run safely 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 build Make scenarios independently using triggers, routers, filters and data transformations.
  • You can process lists and records with iterators, aggregators and data stores.
  • You can integrate AI modules for classification, extraction and text generation into your processes.
  • You can safeguard scenarios with error handlers, validation and human approval.
  • 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 Fundamentals: scenarios, modules and data flow
  • Interface layout, scenario editor and execution history
  • Triggers, actions and searches: module types and their role in a scenario
  • Understanding bundles, mapping and data types and using them deliberately
  • Choosing between schedules, webhooks and instant triggers
Module 2 Logic: routers, filters, iterators and aggregators
  • Using routers and filters for branching and conditional flows
  • Splitting lists with iterators and combining them with aggregators
  • Applying text, date and maths functions to transform data
  • Using data stores and variables for interim values and duplicate checks
Module 3 AI building blocks in Make
  • Connecting language models via AI modules and provider integrations
  • Automating classification, structured data extraction and text generation
  • Building prompts from scenario variables and processing output as JSON
  • Combining AI agents in Make with tools and scenarios as actions
Module 4 Integrations, error handling and testing
  • Connecting common business applications and any API via the HTTP module
  • Applying error handlers such as Resume, Ignore, Break and Rollback
  • Validating AI output and routing unusable results to a person
  • Testing scenarios, optimising operations and documenting them for the team

Day 2

Module 5 Data protection, governance and operations
  • Assessing hosting region, data processing agreements and data flows to AI providers
  • Applying data minimisation and pseudonymisation within scenarios
  • Managing connections, teams and permissions across the organisation
  • Defining approval steps, monitoring and ownership for live operation
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 be comfortable with common office and cloud applications and have some experience with AI assistants. 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 and a Make account; the free plan covers most exercises. API access for a language model is set up together during the course.

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
  • Mon, 7 December 2026 – Tue, 8 December 2026 Salzburg Request
  • Mon, 14 December 2026 – Tue, 15 December 2026 Online Request
  • Thu, 14 January 2027 – Fri, 15 January 2027 Online Request
  • Wed, 27 January 2027 – Thu, 28 January 2027 Bremen Request
  • Wed, 3 February 2027 – Thu, 4 February 2027 Online Request

Frequently asked questions

Is Make the same as Integromat?

Yes. Integromat was renamed Make and substantially developed along the way. The core principle of visual scenarios made of connected modules remains, while a redesigned interface, many new integrations and AI building blocks have been added. If you used Integromat in the past, you will quickly feel at home and discover the new capabilities on the course.

How do I keep operation costs under control?

Every module that runs consumes operations or credits, and AI calls also use quota with the respective model provider. On the course you learn to design scenarios so that filters apply early, unnecessary runs are avoided and data is processed in batches. This keeps your automations economical and predictable as volumes grow.

Can Make be used in a GDPR-compliant way?

In principle yes, provided you set up the framework deliberately. This includes choosing the hosting region, signing a data processing agreement, reviewing connected AI services and applying data minimisation. On the course you work through these points with a checklist and learn to filter or pseudonymise sensitive data within scenarios.

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 “Make 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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