Overview
Press, publicity and communication resources have dramatically changed in the last eighteen months. An explosion of new and different resources are now providing entirely new PR channels which can provide an exciting and effective edge - not just to campaigns but to how you do almost every aspect of your job on the internet.
Who should attend
Anyone who wishes to work, communicate and publicise more effectively. Information specialists, researchers, technical managers, press and publicity experts will all gain from learning how to utilise a new range of resources.
Course objectives
By the end of this practical course delegates will:
> Have gained a clear understanding of Web 2.0 resources and will have explored their use
> Be able to work more quickly and effectively and will be well positioned to maximise the benefit of these resources for their organisations
Course content
What is Web 2.0? A Brief Overview
Using Weblogs
> A new communications tool for tracking references to/from companies
> As a tool for marketing and promoting an organisation
> As a tool for obtaining information more quickly and effectively than with traditional search engines
> How the public do their own press and PR using weblogs and how PR companies need to respond to this
RSS
> What is RSS and why is it useful?
> How to utilise RSS to keep on top of the information flow
> Using an RSS reader to make you more effective
> RSS as an updating and search tool
> Keeping tabs on your clients and competitors quickly and easily
> Using RSS to promote and publicise
Start Pages
> Exploring the use of a start page
> Creating start pages using popular software
> Using start pages to save you time and keep you up to speed
> Using start pages to keep in contact with clients and colleagues
Creating New Resources
> Create useful PR and publicity tools without any technical knowledge
> Share information quickly, easily and faster than at present
> Create a community of interest around a product, idea or company
> Learn from your colleagues, clients and customers; use Web 2 resources to get effective feedback
Communicate More Effectively
> Utilise Web 2.0 resources to talk to colleagues, clients and customers more effectively
> Learn why email is for old people and what is replacing it
> Look at resources such as FaceBook and see they are important in PR campaigns
Share Knowledge and Resources
> Web 2.0 resources to help you share what you know with everyone else, and learn from everyone else quickly and simply
> Bookmarks and favorites used more efficiently
> Store information and tag it for easy recovery
> Use Web 2 to market a product, company or idea by harnessing the power of the crowd
Market Intelligence
> See which Web 2.0 resources give you a PR edge
> Learn how to see what people say about your company within minutes of them saying it
> Monitor discussions about your organisation or subject sector in real time without extra work
> Discover the best ways of responding to comments
> Create your own search engines, and leverage their use with your own organisation, product, company or campaign
Implementing Web 2.0
> What are the dangers and challenges of Web 2.0?
> Who needs to do what?
> How the organisation changes with Web 2.0
> Keeping on top of everything
> The next steps
