Design

The Differences from B2C Digital PR Who uses social networks for business? How to use social media to catch the attention of professional managers. The tone of B2B networking. Talking to individuals without being trivial. Which networks work. How to approach them. Finding your Community How to set up and moderate discussion groups in social networks. Joining established groups. Using...

The Importance of Branding Brands and their role in society and in business. Why it is so important to get it right. Investing in branding to ensure a smooth entry into new markets, maintain market share and differentiate your brand in the marketplace. Brands versus products and how one is so much better than the other! Brand Organisation The different...

The Power of the “Tribe” The vital importance of communities in digital PR. Why a tribe is more than just a community. How tribal loyalties will help your brand or organisation in good times and in bad. Identifying the shared interest that will serve as the rallying cry for your tribe. Assembling your Tribe How to locate potential...

PR and the Broadcast Media Understanding the common ground between the media and the public relations industry. How to identify clearly the boundaries where interests diverge. An overview of radio and television interview techniques. How each forum can be used to align your agenda with that of the interviewer. Down-the-line and Radio Interviews Specially prepared scenarios teach delegates how...

Understanding News A clear definition of what makes news. Using the Henshall & Ingrams journalists key points system to identify all the news elements in a story. Understanding what determines the strength of a news story. Developing news sense. Shaping the News Story The inverted pyramid and its vital role in news. Why news writing differs from almost all...

COURSE CONTENT The Digital Landscape Why the social media have become so popular. What that means for the PR practitioner. The interaction between Twitter, Facebook, Linkedin, blogs and web sites. Finding your target audience. Why it is important to stop thinking of them as your target audience. How to Use Digital PR Building your community. Focussing on shared interests. Establishing...