Digital PR Skills – the basics

• Introduction to all digital platforms
• The evolution of media and how channels have blurred
• The growth of social media
• Exposure, engagement and conversations
• Using digital PR for news
• Terminology, definitions and understanding the jargon
• The pros and cons of digital PR and social media
• Earned and owned media

Adapting from traditional to digital PR

• Introduction to all digital platforms
• The evolution of media and how channels have blurred
• The growth of social media
• Exposure, engagement and conversations
• Using digital PR for news
• Terminology, definitions and understanding the jargon
• The pros and cons of digital PR and social media
• Earned and owned media

Planning and strategy

• Understanding audiences and how to engage with them effectively
• Adapting and expressing brand messages
• Setting achievable goals and objectives
• Creating coordinated campaigns
• Aligning PR with the rest of the organisation
• Learn a campaign approach

Media relations

• Monitoring stories and trends through digital tools
• Reaching journalists through social media
• Engaging with bloggers
• Creating better email pitches
• Using tracking technology for press relations

Social media

• The channels available and benefits
• How to prioritise channels and activities
• Scheduling and publishing
• The concept of social capital
• Following, liking and engaging

Measurement and evaluation

• The new ways to measure success
• Meaningful digital PR reports
• Adapting traditional PR metrics
• Using analytics and software packages

Using a content-led approach

• Content marketing basics
• Scheduling content
• How to publish and distribute online content
• Content production frameworks and processes
• Writing for the web and social media