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This two-part live online reputation training course covers how to influence conversations online. You will learn to predict and track online behaviour patterns and shape search profiles. Topics include monitoring, search, content, targeting, output and engagement.

  • Format: two half-day live online training sessions on consecutive days (Monday-Tuesday).
  • Schedule: see “upcoming start dates” for the next start date.
  • Duration: each interactive online class lasts 3.5 hours including a mid-session break.
  • Interface: high-definition live videoconference with enhanced training features.
  • Content: best-practice briefings, videos, interactive workshops and high-level discussions.
  • Timing: each session starts at 09:00 GMT = 10:00 London time (BST) = 13:00 Dubai time (GST).

If you would like us to run this course at a different time, please get in touch.

Outline

Monitoring and engagement

This module covers how to set up tracking and monitoring systems that will deliver practical intelligence on the issues and influencers who are shaping your reputation in social media.

  • Tracking tools and strategies
  • Mapping influencers, allies and issues
  • Rules of engagement

Search optimisation (SEO)

This module covers techniques and strategies to ensure that your organisation and its content appear prominently in Google results when people that matter to you make relevant searches.

  • SEO
  • Link strategies
  • Keyword strategies
  • Optimising news releases and website content for social media and search

Media engagement online

This module covers how to engage with and manage journalist’s media online in order to shape and facilitate third party coverage of your messages and issues.

  • Social media news releases
  • Online media resources
  • Designing and managing an online newsroom

Blogging and content

This module deals with planning and managing your own organisational blog and engaging with third party blogs in support of your organisation’s communication strategy.

  • Content strategies
  • Thought leadership
  • Organisational engagement
  • Blogger relations: promoting news to blogs, and responding to blog coverage
  • Voice, style and tone: giving your organisation a genuine, likeable personality

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 recommended 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. It is also suitable for managers and executives responsible for managing and supervising this activity at a strategic level.

What you will learn

After this course you will be able to:

  • Understand the mechanisms through which content and search define your organisation’s reputation
  • Design monitoring systems to deliver intelligence about your reputation in social media
  • Influence what Google says about you including the science of Search Engine Optimisation (SEO)
  • Create engaging Web content designed to catch the attention of Google, including social media news releases
  • Design a blogging strategy for your organisation