Steer editorial decisions

How can you align your content with your audiences’ needs, your communication objectives and your production capacity?

1960 € per session, excl. VAT

In short

A 7-hour day, excluding breaks, to formalise coherent and achievable editorial choices. Working with a fictional case, you use generative AI to analyse a corpus, prioritise topics, clarify editorial rules and organise a calendar, then check the relevance and quality of the proposals.

Why this training?

A full calendar does not constitute an editorial direction: without priority audiences or a clear promise, publications compete with one another, repeat the same messages and place unnecessary demands on teams. Generative AI can compare content and suggest angles, but it can also make messaging uniform or invent expectations. The approach requires sources, human judgements and explicit selection criteria. Running case study: « Orbe Cyclique », a fictional bicycle repair company serving employers, publishes technical advice without a clear editorial direction. Using a fictional corpus of twelve publications and simulated interviews, its team must prepare a month of content aimed at facilities managers. Workplace application: Adapt the editorial matrix to one of your organisation’s priorities, have the communications manager approve the judgements made, then review the first publications using the quality assessment framework and selected indicators.

Objectives of this training

  • Diagnose gaps and redundancies in an editorial corpus
  • Prioritise audiences and their documented needs
  • Define a promise and distinct editorial pillars
  • Build a calendar compatible with available resources
  • Evaluate AI proposals using a quality assessment framework
  • Link each editorial objective to an actionable indicator

Who is it for and what are the prerequisites?

Roles and tasks concerned

  • Communications and marketing managers responsible for editorial direction
  • Content managers and multichannel editorial coordinators

Prior skills

  • Have practical experience in communications and know the functions of the main editorial channels.
  • Be able to formulate and improve a request in a generative AI assistant.

What you will work on

  1. Audit existing content

    Objective: Identify gaps between publications and objectives. Inventory, usefulness, redundancy, currency; limitations of automated analysis.

  2. Prioritise audiences and needs

    Objective: Choose the priority audiences for the content. Information expectations, barriers, decision-making stages; distinction between facts and assumptions.

  3. Define the editorial scope

    Objective: Formulate a recognisable and coherent direction. Promise, pillars, excluded topics, tone and expected evidence.

  4. Turn pillars into briefs

    Objective: Move from themes to publishable angles. Role of channels, complementary formats, reuse without duplication.

  5. Organise monthly production

    Objective: Balance editorial ambition with available capacity. Frequency, dependencies, responsibilities, approval and room for topical developments.

  6. Measure and defend editorial judgements

    Objective: Define decisions on editorial adjustments. Distribution, engagement and action indicators; limitations of attribution.

What you take away

  • Source-supported editorial diagnosis and audience–needs matrix
  • Direction-setting document with a promise, pillars and editorial rules
  • Monthly calendar and two content briefs
  • Quality assessment framework and editorial monitoring table

Method and assessment

  • Short teaching inputs followed by immediate practice on the running case study.
  • Individual work followed by work in pairs, with peer review of the outputs.
  • Guided group discussion: what works, what needs correcting and what remains a human decision.
  • Preparation: Identify a communications priority and the usual constraints on content approval. Check access to a tool authorised by the organisation; prepare only fictional or anonymised examples.

Observable criteria: Each priority need refers to an element in the case file or is labelled « hypothesis ». ; Each pillar has a distinct scope and an explicit objective. ; Each planned publication specifies its audience, angle, channel, owner and approval. ; Both briefs comply with the selected promise and editorial rules. ; Each indicator specifies its source, review frequency and associated decision..

Frequently asked questions

Does AI choose the editorial line?

No. It proposes alternatives; participants make judgements based on audiences, available evidence and constraints.

Do you need real statistics?

No. The case file contains simulated results to practise interpretation without confidential data.

Does the day focus mainly on writing?

No. The briefs are used to check the editorial direction; the priority remains selecting and organising topics.

Can you use your own content?

Yes, only if it is anonymised and complies with internal rules for using authorised tools.

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