LONDON--Google is collaborating with Good Relations Group to train the UK PR firm in the use of its creative and planning tools.

The “experiment” is thought to be the first time that Google has initiated a venture of this fashion with a PR agency. It is understood that the initiative will aim to help Good Relations develop “advertising agency” style insights and creative ideas for clients, using tools that have previously been used primarily by creative and media shops.

The three-month programme will see 15 Good Relations staffers trained in a curriculum that includes planning sessions, creativity workshops and the full array of Google’s ‘planning for insight’ products.

The two companies will evaluate the success of the venture before deciding whether to roll the training out to the agency’s 215 employees.

Senior Good Relations executives taking part in the scheme include head of digital and innovation Amelia Torode and planning directors Jon Leach and Nicholine Hayward. An advertising industry veteran, Torode has previously called on the PR world to emulate ad agencies if it hopes to become more creative.

Google is expected to benefit from the tie-up by expanding its relationships to PR agencies and showcasing the creative potential of its platforms and tools. For Good Relations the scheme will aim to develop smarter staff and better creative ideas for clients.

The Google venture forms part of a wider Good Relations digital strategy, that includes a year-long ‘Digital Academy’ training programme, led by Torode and former Apple executive Tim Spark.