Business fields · Content & PR
AI training for Content and PR Teams
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.
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
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.
Possible hands-on projects
Press release assistant
An app with fields for facts, quotes and contacts that produces a structured draft with headline variants and boilerplate.
Content repurposing tool
An internal tool that ingests long-form content and generates format-specific extracts for the blog, newsletter and social networks.
Press review dashboard
A dashboard that sorts media mentions by outlet, sentiment and topic and creates a short summary for the leadership team.
All 16 courses for Content and PR Teams
AI for business (13)
- ChatGPT for Content and PR Teams
- Claude for Content and PR Teams
- Microsoft 365 Copilot for Content and PR Teams
- Google Gemini for Content and PR Teams
- AI Agents for Content and PR Teams
- Prompt Engineering for Content and PR Teams
- Generative AI for Content and PR Teams
- n8n for Content and PR Teams
- Make for Content and PR Teams
- Perplexity for Content and PR Teams
- Mistral Le Chat for Content and PR Teams
- AI Image & Video Generation for Content and PR Teams
- EU AI Act & AI Compliance for Content and PR Teams
Vibe & agentic coding (3)
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.
Prerequisites
You work in communications, PR or content marketing and have experience in professional writing.
Frequently asked questions
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.
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