A 360-degree induction into strategic digital communication
A one-day crash course covering how to engage in PR through online channels, including social media
This course covers best practice in strategies and approaches to engaging in communication through online channels. You will learn to navigate the fast-developing online landscape, develop an online communication strategy, monitor and measure your online reputation, and engage effectively in online social media.
Course format
Expect comprehensive briefings on the key technologies, insight into the latest trends and dynamics in online communications, case studies of good and bad practice in online PR, practical workshops and interactive discussions led by hands-on e-PR experts.
The course takes a tool-focused approach, based on the practical application of each online platform in strategic PR and communication.
The day comprises four modules each covering a set of key concepts and skills. Within each module, best practice and key concepts are covered off in a concise briefing, followed by a range of stimulating learning activities like team workshops, group discussions, topical case studies and role-play exercises.
Modules:
1) Principles of online PR and marketing
2) Online communication strategy, systems and capacity building
3) Online toolbox: how PR works on the core digital platforms
4) Practical online engagement
Learning outcomes
Through a stimulating and hands-on course you will master the principles and practicalities of conducting effective public relations using digital technologies.
After this course you will be able to:
- Apply the principles of online PR and marketing to support your organisation’s communication objectives and manage reputation online
- Adopt best practice based on case studies of highly successful approaches to online communication
- Create an online communication strategy for your organisation
- Design systems and processes to guide and enable your organisation to engage in online social media
- Understand how PR works across the main online platforms including Facebook, YouTube and Twitter
- Optimise your content and news output for discovery on Google search (SEO)
- Use hands-on approaches to engaging effectively in online social media, including blogging.
Who should attend
This is a universal online PR and marketing course suitable for communication and marketing professionals at all levels. It is pitched at an intermediate level, designed to help you develop strategic approaches and apply sophisticated techniques.
Qualification credit
This course provides Advanced Professional Qualification credit, independently accredited by Edexcel. For details, download the course brochure.
Feedback
“Excellent advice and told in an easy to understand way. Also kept the group interested with relevant and entertaining examples.”
- James Simpson, Transport for London (TFL)
“I learned a lot of new facts about Online PR. I will be able to take what I have learned and apply to my role.”
- Judith Hewitt, English Partnerships
“I liked the whole thing – totally invaluable!”
- S. McGuinness, CAPAAS
“Practical and useful tips.”
- Juanna Djoleva Minioti, Kraft Foods
“Examples were interesting. Workshops were useful.”
- Alla K, Discovery Channel
“Good opportunity for dialogue to share views and ask questions.”
- Robert White, Child in Need Institute (CINI)