JADE WIMBLEDON - Content and copywriting lead @ Man Bites dog

I found the SEO tools and broad application of SEO to PR the most valuable (why coverage is so valuable from an SEO perspective; embedding SEO in KPIs; using for pitches etc.). I'll now talk to clients more about the value of SEO and its connection to PR. Also, I'll now use keyword research to generate content and campaign ideas. Thanks very much!

Digital PR Training Workshop Series:

Building an offer that Grows PR Budgets

Background & Opportunity For PR Teams

Your online PR coverage has a far greater effect than just raising awareness and changing opinion. Brand mentions and links are some of the major factors in how Google decides how to rank sites and where to send millions of people every day - which can equate to millions of pounds for brands. 

Many digital teams and agencies are reporting on the true impact online PR coverage is gaining – in many cases PR coverage they didn’t place. There is a huge opportunity for PR teams and agencies to start claiming all the additional results their work is having by adding SEO to their future PR strategies.

Greater measurement through SEO will not only protect and grow current PR retainers but it also has the potential for PR teams to differentiate in competitive new business pitches. With training, PR agencies also have the potential to go after SEO ‘link building’ briefs and budgets, which can be huge.

1. Intro to Search & SEO-PR

HALF Day Workshop

This intro session comprehensively overviews how Google and PR are inextricably linked.

We will explain Google’s recent algorithm changes that have substantially impacted the SEO & PR industries.

Attendees will learn practical tips and knowledge of tactical tools to gather search insights.

The main goal of this intro session is to improve your confidence in talking to clients about SEO.

What's Included:

• Search ranking factors

• The Google updates important to PR

• Business opportunity - what is search worth to your clients?

• Audience insights for content ideas and campaign planning

• Content placement – for maximum SEO value

• Case studies and real world examples

• Adding weight to current PR reports

• Measuring business impact to differentiate you from PR competitors

2. Audience Insights & Digital PR Strategy

HALF Day Workshop

Workshop Overview

Google search is more trusted than other media sources and the Google audience is significantly more engaged. The likelihood of this audience to take action and buy is many times higher than with traditional media and therefore carries far greater commercial value for clients and agencies.

This workshop provides a deep dive into how to justify and increase your PR budget using Google data. We’ll focus on gathering search insights and competitive backlink analysis to create strategic PR plans and robust business cases.

Participants will learn to analyse SEO data effectively and propose a strategic plan for digital PR campaigns with business impact. Learn how to stand out in new business pitches and create PR proposals that appeal to both the brand teams and the big-budget holders.

Attendees will use live Google search data and planning templates to create powerful commercial arguments that win budgets and project sign-offs.

What's Included:

• Keyword Research

• Competitor Analysis

• Impact Forecasting

• Building Bespoke Business Cases for Investing in PR

3. Digital PR Campaign Ideas & Content Strategy

HALF Day Workshop

Workshop Overview

For a campaign to deliver front-page Google coverage, content needs to be engaging and useful to the consumer. Campaigns that do not have Google at the heart of the strategy will miss the biggest most engaged audience.

Explore the creative process and how to get inspiration for campaign and content ideas in this session. We’ll cover everything from identifying resonant themes and emotions to refining ideation processes. Learn how to discover what works, decide what content fits best and where it should be placed to maximise SEO impact.

What's Included:

• Digital PR Campaign Inspiration

• Why Content Gets Shared (and goes viral)

• Coming Up With Campaign Ideas - Creative Processes

• Content Formats & Placement

4. Digital PR Content & Outreach

HALF Day Workshop

Workshop Overview

In this session, attendees will learn what content appeals to journalists and influencers as well as the target audience. They’ll also learn how to prioritise media contacts by social and Google influence and encourage them to link within coverage.

Learn how to discover, prioritise and engage with media contacts effectively, based on their authority and relevance. This workshop covers crafting compelling press materials and strategic pitching techniques to ensure optimal timing and delivery for maximum reach and links within coverage.

What's Included:

• Creating media lists

• Prioritising by authority and relevance

• Press releases & press materials

• Pitching to media

5. Digital PR Measurement & Proving Value

HALF Day Workshop

Workshop Overview

Content marketing and online PR are measurable. And because it’s provable, budgets can be retained with more control and certainty.

In this final workshop, learn how to measure the tangible impacts of digital PR efforts, from enhancing brand awareness to altering audience behavior and improving search performance.

The session will teach you to link these outcomes to overall business impact, demonstrating the value of your campaigns and creating compelling stories your clients will love.

What's Included:

• Brand awareness and search demand

• Changing audience behaviour

• Search performance

• Business impact

All 5 Workshops + 5 DAYs Consultancy

The ultimate package

Full 5-Part Workshop Series

Most popular

Any Single Training workshop

For smaller budgets

I recommend that workshops have a maximum of 15 attendees to allow for questions and ensure a consistent level of learning.

After we have an intro call, workshops are then tailored to your bespoke needs using live client examples so you get hands-on experience. Each workshop usually requires half a day for prep and half a day to run the session.

I also offer bespoke consultancy to cement the learnings and support implementation:

Bespoke Consultancy

For PR agencies working on big brands, I offer bespoke support to explore how your current budgets can be retained with PR measurement using SEO. I can help differentiate you from competitors in new business pitches with forecasting the financial impact your work will have for the brand.

I can also provide bespoke consultancy for a particular project you're working on. I can be available to join relevant client meetings, create revenue potential forecasts, prepare presentation decks and pitch for new business.

Email me your requirements and we can arrange a call to chat through the details before getting started.