E-PR: Online Public Relations

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As a powerful information and communications medium, the Internet is a natural arena for public relations. This workshop provides conceptual tools and practical hands-on skills that will help you make effective use of the new digital technologies, as well as guarding against some potent online threats. Delegates will also be taken through the process of setting up a virtual Press Office.

Course Content and Programme**

9.00 ---- Registration and Coffee
9.30 ---- Course Starts
Session 1 -Managing Communications in the Age of Digital Networks

The Internet is a powerful information and communications network, the focus of a digital revolution which is transforming the field of corporate communications.

• Fundamental communications issues raised by the Internet
• How do these affect strategic communications planning?
• A whole new communications toolkit: web 2.0, online communities, blogging, e-mail, etc
• How messages flow around the Internet, and the implications for author and audience

10.30 --- Session 2 - What's Different About the Internet?

• What information do you need to plan an online campaign and where can you get it?
• The ways that the Internet does not behave in the same way as offline communications - time, reach and access considerations
• Interactivity: the organisational impact of having customers who can answer back
• Intermediaries: bypassing traditional intermediaries and when not to do so
• Who are the new intermediaries?
• Working in a global 24/7 medium

12.00 Session 3 - The Website as a Tool for Managed Communications

• Components of the delivery network and what each contributes
• Hypertext and the non-linear nature of online messages: implications of this for navigation and context
• Setting the communications strategy for a Web presence
• Managing interactivity - the implications for internal organisation

1.00 LUNCH
1.30 Session 4 - The Non-Web Internet

• Not all Internet communication is Web-based!
• Usenet, what it is and how to use it
• Tracking developing opinion in newsgroup debate, and how this relates to Website publication
• Specialist tools for Internet research
• Characterising the 42 different types of public Internet property
• Techniques for distributing messages or tracking interests, and the advantages of each
• The uses of email marketing, avoiding spam and how to create opt-in lists

2.30 Session 5 - Creating and Using Mediated Relationships Online

We examine some useful Internet-mediated relationship techniques, such as:

• When to use narrowcast techniques and when broadcast will work better
• Link building, and how to place links in a recommendation context
• The role of paid-for advertising in Internet communications
• Affiliate partner relationships and how to use them to target specific audiences
• Developing gatekeeper endorsement through ambassador relationships to communities for branding, issue management and crisis response.

3.30 Session 6 - Setting Up and Running an Online Press Office

The remainder of the course takes delegates through the process of designing, setting up and running a virtual press office for media relations, covering the following key points:

• How do you become a credible online information source?
• Defining stakeholders/audiences
• Researching online media
• Impact of journalists' requirements on press office design
• Components of an online press office
• Special content considerations for electronically distributed releases
• Technical management of images
• Media resources, and the advantages of making provision
• Providing downloads and streaming media for press use
• Technical requirements - e.g. 'Plug-ins' for audio, video and Flash; hosting and bandwidth implications
• Advantages of various delivery options in press office management
• Skilling and production issues
• Management of media contact made online, eg the use of password protection
• Integration of online and offline media relations

4.30 Session 7 - Your Virtual Press Room Check List

We give you a checklist of key stages in planning an online press office and the necessary components of a good one

5.00 CLOSE