1.   Abstract
As search transforms from traditional links to AI answers, the role of Digital PR has evolved. Designed specifically for European brands, this training program bridges the gap between traditional brand building, modern search visibility, and Generative Engine Optimization (GEO). Participants will gain a thorough understanding of how earned media drives authority across both traditional search engines and generative AI platforms like ChatGPT, Perplexity, and Gemini.

Through practical framework analysis and hands-on exercises, delegates will master the end-to-end PR lifecycle from conducting multi-market research across European markets to executing high-impact campaigns and measuring business ROI. The workshop addresses the unique cultural and regulatory nuances of cross-border outreach within Europe while equipping brands with actionable strategies to track AI citations, command share of voice, and future-proof their digital media presence as we approach 2027.

2.   Agenda

• Introductions/welcomes
• What is Digital PR today in 2026 and its importance for brand, traditional and AI-driven search
• How PR differs per European markets and beyond and key considerations
• The fundamentals of building a PR strategy from scratch including market, competitor, media and audience research, pulling together the strategy, forming the PR ideas, media outreach including across your target markets and beyond and reporting
• Reporting and measurement, including brand, traditional and AI-driven search
• What brands should be considering as we enter 2027
• There will also be various tasks that participants will be set in the session
• Q&A

3.   Objectives
Module 1: Introductions & welcomes

• Establish baseline knowledge: Identify participants' current digital PR maturity level and clarify expectations for the training session.
• Goals: Understand how the training tasks connect to overarching brand visibility and commercial performance in EU markets.
  Module 2: What is Digital PR Today in 2026? (Brand, Traditional & AI-Driven Search)
• Define modern Digital PR: Differentiate between traditional link-building, modern digital PR, and Generative Engine Optimization (GEO).
• Understand AI search mechanics: Learn how AI engines select and cite brand mentions into generated answers alongside traditional Google SERPs.
  Module 3: How PR Differs per european market & beyond
• Analyse market nuances: Identify cultural, media ecosystem, and consumer behaviour differences across key European regions (DACH, Nordics, Southern Europe, UK/IE) etc.
• Navigate regulatory & platform rules: Apply European compliance standards (such as GDPR, copyright/fair use laws, and disclosure regulations) to cross-border outreach campaigns.
• Tailor outreach formats: Determine when to use localised press angles versus scalable global campaigns across different international markets.
  Module 4: Fundamentals of building a PR strategy from scratch
• Conduct multi-faceted research: Gather actionable insights from market data, competitor link portfolios, media landscapes, and target audience sentiment.
• Develop pitch-worthy concepts: Brainstorm and validate data-driven, creative campaign ideas tailored to specific media niches.
• Execute outreach & pitching: Draft personalised pitch angles that resonate with European journalists while utilising modern outreach tools without losing the human touch.
  Module 5: Reporting & measurement
• Track beyond link counts: Establish KPIs that measure brand share of voice, domain authority impact, referral traffic, and brand search volume growth.
• Measure AI visibility (AEO/GEO): Learn how to track brand citation frequency, sentiment accuracy, and entity presence inside generative AI search results.
• Demonstrate ROI: Build executive-ready reports that communicate the holistic impact of PR on both human audiences and search algorithms.
  Module 6: What brands should be considering as we enter 2027
• Anticipate search & PR: Evaluate emerging shifts in agentic AI search, automated media consumption, and evolving search engine interfaces.
  Practical hands-on tasks (throughout the session)
• Apply concepts in real-time: Complete practical exercises including competitor audit mapping, regional angle adaptations, media pitch drafting, and AI visibility tracking exercises.

4.   Target audience and Prerequisites

• Brands considering PR as part of their wider marketing strategy and therefore are looking to seek more information on this channel across Europe and beyond.
• Brands currently running PR activity as part of their wider marketing strategy but with the requirement of further skills, tools, measurement, etc for success.
• Ahead of the session, it would be great for attendees to have a think about what they’re looking to achieve from the workshop and make this clear during the introductions at the start of the session alongside coming prepared with any internal information such as their previous PR efforts, focuses, etc so we can support them across this and also tailor some of the session to them.