Course Details

Social media

Social media communication and PR seminar (5 days)



Course venue

ISOC London
13 Grosvenor Place | Floor 3

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GBP 2,475

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  • A five-day training seminar covering the full spectrum of concepts and techniques for strategic communication in social media

    Course outline

    A complete online PR and communications master-class

    This one-week seminar covers the full range of concepts, skills and platforms required to unlock the power of social media to support your reputational goals.

    You will learn to create an online strategy, engage on Facebook, Twitter and YouTube, provoke multimedia buzz, optimise your online space for search, and excel in digital crisis communications.

    Who should attend

    This is an intermediate-level course designed for learners with existing knowledge and several years of experience in communications or PR. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.

    This course is suitable for communications, PR and marketing professionals at all levels whose role includes strategies and tactics for engagement with online social media on behalf of their organisation.


    This course covers the following modules:

    • Social media strategy for communications and PR
    • Social media management for communications and PR
    • Reputation management in social media
    • Crisis management in social media

    The topics covered by each module are detailed below.

    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:

    • Apply the principles and mechanisms of online PR and communications to create an online communication strategy for your organisation
    • Engage stakeholders and execute powerful campaigns on Facebook, the dominant online social media platform
    • Create and manage a YouTube channel as a hub for video blogging, podcasting and multimedia outreach
    • Optimise your online output for discovery in Google searches using the science of Search Engine Optimisation (SEO)
    • Use Twitter and micro-blogging for intelligence, outreach, engagement and crisis communication

    Day 1: Social media strategy for communications and PR

    This module is a practical guide to evaluating your social media world and crafting a strategy to engage in communication through online channels.

    • 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

    Day 2 and 3: Social media management for communications and PR

    This module covers how to engage strategically with your stakeholders on the key social media platforms.

    • Social media communications landscape
    • Participatory PR
    • Strategic implications and case studies
    • Step-by-step guide to creating an online communication strategy
    • Integrating online communication with business
    • Mapping your online world: identifying the platforms and influencers that matter to you
    • Systems, policies and processes, resources
    • Defining social media roles and responsibilities
    • Creating your own social media policy
    • Reputational risk assessment

    Day 4: Reputation management in social media

    This module covers how to shape perceptions and conversations using monitoring, search and content strategies.

    • Search engine optimisation (SEO)
    • Link and keyword strategies
    • Optimising news releases and website content for social media and search
    • Media engagement online
    • Social media news releases
    • Designing and managing an online newsroom
    • Blogging
    • Content strategies

    Day 5: Crisis management in social media

    This module covers the preparation and deployment of online communication strategies to defend and repair your reputation in online social media in the event of a crisis.

    • Digital dynamics in crisis communication: how social media spread and propagate reputation-critical information
    • Identifying platforms and approaches for online intervention and engagement
    • Integrating online channels in crisis response
    • Using Facebook, Twitter, YouTube and Google in a crisis
    • Online issues tracking and monitoring
    • Creating strategies, policies and systems enabling rapid decision-making and engagement
    • Preparing online crisis resources: platforms and content ready to go live at a moment’s notice
    • Online crisis stakeholder engagement
    • Messaging and positioning for online crisis communication
    • Selecting and deploying the most powerful online tools and platforms in a crisis

    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.

User reviews 6 users commented so far Add your review

Abdullah says:
This is the best choice to widen your gauge about the Essentials & Fundamentals, e.g. using social media as a communication tool.
Abdullah rated the course
Ahmad Khairallah says:
All the trainers are very well experienced and with very good backgrounds in communication and social media.
Ahmad rated the course
Anonymous says:
The trainers were very competent and over the week I got lots of great input! I have learnt a lot.
Anonymous rated the course
Salem AlZahrani says:
Sam Dancy's excellent teaching skills and courteous personality has helped me tremendously and I learned a lot from her. I deeply appreciated her efforts.
Salem rated the course
Ibrahim Arshad says:
This course was very informative and I could easily apply the knowledge I gained in my work. Samantha Dancy our trainer, was quite knowledgeable and easily understandable.
Ibrahim rated the course
Anon says:
This course is very good for overall awareness to develop social media network mobilisation
Anon rated the course
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