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Social media, Skills for PR professionals

Advanced social media seminar (5 days)



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  • A five-day advanced training seminar covering advanced social media for communications and PR; writing for the Web and social media; and creating videos for corporate communications and the Web

    Course outline

    This five-day seminar covers all aspects of advanced social media, including: looking at how to create measurable value for an organisation through social media, rather than just creating content; writing for social media and the Web; and creating your own videos that can be used for social media as well as on an organisation’s website. 

    Who should attend

    This intensive, advanced level course is for people who are already familiar with and using social media for their organisation, but need to increase their range of strategic tools and ensure that their approach is delivering measurable value to their organisation.  

    This course covers the following modules:

    • Understanding online stakeholder behaviour
    • Utilising the four stakeholder pillars of social media
    • Finding value in social media
    • A look into the future of social media
    • Harnessing the power of community
    • Measurement and ROI
    • Social media as a business process
    • The journey to success
    • Principles of writing for the Web
    • Writing website content
    • Writing for blogs and social networks
    • Micro-writing: Twitter, Status, SMS and the mobile Web
    • Video planning
    • Creating your video 
    • Video making workshop
    • Pulling it all together
    • Sharing your video 

    About this course

    What to expect

    Online PR and Communications is an ISOC Focused Immersion Seminar. This extended training format focuses intensively on a single set of competencies for five days. It is designed to develop practical and enduring expertise in one particular specialty.

    The course takes a tool-focused approach, based on the practical application of each online platform in strategic PR and communication.

    Over the course of five days, you will cover all of the core skills and concepts of strategic online PR and communications as well as specialist formats and applications.

    Training format

    This course 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 stimulating learning activities like workshops, discussions, case studies and role-play exercises.

    Learning outcomes

    After this course you will be able to:

    • Identify where your current strategy may have weaknesses, why these might have occurred, and how to fix them
    • Understand the framework you need to have in place to ensure that social media creates measurable value for your organisation
    • Anticipate how the online space will evolve and what new types of tools and approaches are starting to emerge
    • Ensure that social media is a function that becomes integrated into your organisation, rather than sits in a silo
    • Anticipate and manage any risks associated with using social media
    • Understand research about how people read and consume information differently online and apply it your own writing
    • Adapt and re-edit texts to optimise them for web reading
    • Write website content that is easy for online readers to navigate and digest
    • Apply keyword strategies for search engine optimisation so that your content gets discovered
    • Write content for blogs and social media that inspires people to follow and share
    • Distil your writing down into its purest, simplest form for micro-formats like Twitter and SMS
    • Plan your video, create a storyboard and develop a script for your corporate video
    • Understand the techniques for conducting good interviews on camera
    • Feel confident speaking to camera in a corporate video
    • Be aware of professional filming techniques, such as lighting, microphones and framing shots
    • Understand the basic editing techniques in video making
    • Create a content strategy to make your video go social

    Day one: Advanced social media: stakeholder engagement

    Online stakeholder behaviour

    The module analyses how stakeholders behave within the social digital space so that an organisation can design an approach that supports these behaviours (which is always more effective than forcing stakeholders to adopt new behaviours).

    • How people are using social media professionally
    • What activities are working, versus activities that are not
    • How stakeholders want corporate organisations to behave in social media
    • Implications this has for targeting (targeting real-time behaviours rather than targeting people)

    Utilising the four stakeholder pillars of social media

    This module starts by identifying the four key pillars any social media strategy should address and then looks at examples of how organisations have effectively identified and responded to them.

    • How to listen to stakeholders and answer their questions
    • Building on positive endorsement
    • Dealing with criticism
    • Stimulating productive stakeholder contribution 

    Finding value in social media

    Moving on from behaviours, we take a deeper look at how to create value in social media. In particular the role social media plays in creating connections between individuals, as opposed to its value as a channel to distribute information to audiences.

    • Identifying your most important stakeholders
    • Creating valuable connections with them
    • Identifying Superfans or SuperStakeholders and how to use them

    A look into the future

    In this module, we will look into the future, in particular, the emerging space of Big Data, algorithms and the Internet of Things

    • An explanation of Big Data, and why is it not just simply lots more of small data
    • A look at the power of algorithms and the importance of cultivating a Big Data mind-set
    • Implications for regulation, definitions of privacy and corporate reputation
    • How social media is changing the dynamics of business

    Day two: Advanced social media: getting a ROI 

    Harnessing the power of community

    In this module we will examine the central role that communities play in creating effective relationships within social media. 

    • The different types of online community and how they operate
    • The communities that consumers, customers or citizens create for themselves, for example Trip Advisor or Wikipedia
    • The communities that organisations can create for their customers or stakeholders
    • Communities that organisations can create for internal communication and management, often referred to as social business platforms

     Measurement and ROI

    This module will look at the difference between measurement, monitoring and metrics and identify the importance of defining objectives that are linked to key business metrics, such as increasing revenue, improving reputation or decreasing costs.  

    • How to define measurable objectives
    • Why social media objectives may be different from marketing or communications objectives
    • How to ensure that you are measuring the right thing, and why engagement is usually the wrong thing to measure
    • Why monitoring should not be confused with measurement

     Social media as a business process

    This module will look at why it is that successful social media strategies are based on creating processes, rather than designing outputs. 

    • Understanding the processes a business needs to create to use social media effectively
    • Identifying and motivating people, both employees and external stakeholders, and managing the associated risk
    • Using pilot projects to secure support and understanding from senior management

    The journey to success

    In this final module we look at the journey organisations have to complete in order to create successful social media strategies, identifying the problems and solutions they will encounter along the way.

    • The three phases of the journey: channels, behaviours and connections
    • How organisations manage the transition from each phase
    • Identifying where your own organisation is on this journey and developing a plan that will keep you moving forward

    Day three: Writing for the Web and social media

    Principles of writing for social media

    This module explores how to write content for the Web, social media and mobile devices that’s read

    • Discover how people read differently on social media compared to the Web
    • Learn to write for mobile devices and apps
    • Five key principles for shareable social media writing
    • Workshops:  writing headlines that get noticed; writing for apps; how to make your company’s social media content shareable

     Social media writing strategy

    This module covers the foundations for social media writing success

    • Establishing social media purpose and strategy for your company
    • Get your audience to tell you what to write
    • Workshop: Develop a Content Strategy Framework to streamline messaging

    Optimising social media writing

    This module covers strategies to ensure your social media writing is discoverable

    • Building a social media ecosystem
    • The importance of search algorithms in social media
    • Optimisation tips for the main six social media platforms

    Micro-writing for blogs and social networks

    This module covers writing for the social media platforms that increasingly dominates people’s consumption of information online

    • Style, tone and language for social media writing
    • Highly engaging content and writing themes
    • Blog etiquette
    • Social media writing tips by platform plus bonus material

    Day four: Creating videos for corporate communications and the Web

    Video planning

    This module helps you get the planning right at the very beginning to help you create the very best corporate videos:

    • Selecting the right angle or news for your video
    • Selecting the right type and format of video for your organisation
    • Planning your video
    • Creating a storyboard
    • Scripting

    Creating your video 

    This practical module will show you the techniques for creating a professional looking video:

    • Interview techniques
    • Speaking to camera
    • Tips and techniques: lighting; working with microphones, audio and framing

    Video making workshop

    The best way to learn how to create your own videos is to do it yourself with senior feedback and guidance. In this practical workshop, you will create your own videos, practicing the new techniques that you learned in the morning. Videos will be played back and reviewed as a group with feedback provided to each learner

    Day five: Creating videos for corporate communications and the Web

    Pulling it all together

    While final video editing can be complex and technical, this module will go through some of the fundamentals to consider: 

    • Basic editing tips: topping and tailing videos, when to call in the experts
    • Voice overs and sub-titles: when to use them, how to use them in a video, practical tips
    • Music: if and when to use in a corporate video

    Sharing your video 

    This module will explain how to get more leverage out of your video on social media:

    • Making your video social
    • Deciding which platforms to use to disseminate your video
    • Creating a content strategy to ensure that your video is part of a larger plan for engagement

    Video making workshop

    In this final video making workshop, participants will create a 30-second video, edit it and develop a plan for sharing the video on social media. 

    Course format


    This course is heavy on reality and light on theory. Your trainer will introduce the concepts clearly, then focus on real-world skills that connect the big picture to your job. Courses are updated regularly and trainers are active in the industry so your knowledge will be fresh and relevant.


    Training consists of concise briefings on best practice, backed up by interactive learning activities like workshops, role-plays, case study analysis, coaching, brainstorms and structured group discussions. You will not sit passively through long lectures.


    This course is interesting, intellectually stimulating and delivered in a relaxed and professional style.


    All Pinnacle trainers are hands-on communication professionals with at least 15 years of experience. We don’t employ academic teachers – we insist on good-humoured enthusiasts who will inspire your creativity.


    This course is delivered in an executive boardroom format, not classroom-style, and in a small group no larger than eight people. You will get personal attention for the issues that matter to you. It’s also a great chance to network and share experience.

    Quality assurance

    About ISOC

    We have headquarters in London and a training centre in Dubai. We train communicators at all levels, from press officers to prime ministers. ISOC is owned and managed by Pinnacle International, the world’s largest specialist communications and PR training company. As well as public courses, we provide private and customised programmes including media interview training, presentation training, and multi-year multi-competency postgraduate programmes.

    Accredited by Edexcel

    Edexcel is the world’s largest provider of accredited qualifications and one of the UK’s largest examination boards. It is owned by Pearson, the world’s largest education company. Edexcel awards two million qualifications every year around the world and has 5,500 education partners in 110 countries.

    ISOC is an accredited Edexcel Centre (#90817). Edexcel has audited ISOC’s systems for the design, delivery and management of training and inspects us regularly to assure quality control of all aspects of training and assessment.

    The British Accreditation Council

    ISOC is also accredited by the British Accreditation Council, a UK Government-mandated training standards body. The BAC conducts annual quality assurance inspections and audits.





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