Social Media for Communication Practitioners

The Beating Heart of Digital PR

Course topic:

Public Relations

Format availability:


5 Days

Introduction to the course

The practice of public relations has changed dramatically in the past few years. At the heart of this change lies digital media, and its greatest supporting ground is the social media. Not only have they redefined timescales, reach, cost and accessibility but they are ever evolving, requiring us to update and change almost constantly. In this training course, delegates will learn how to build social media presence with content that attracts and animates your target audiences. You will learn about content marketing and how to use a content calendar.

This training course enables both newcomers and experienced practitioners to explore the range of skills and actions that lead to success. The strategies, tools and techniques that you will learn will help your organisation to achieve its strategic objectives. You will discover how to align messages across different platforms and channels and the importance of understanding audience behaviour.

This training course will highlight:

  • The nature and importance of the digital revolution
  • The needs and interests of your stakeholders and the platforms they prefer
  • Strategic thinking and planning for social media
  • How to create content to engage the communities you want to talk to
  • How to prove the value of what you are doing

Course details

By the end of this training seminar, you will be able to:

  • Develop a strategy across social media platforms
  • Understand how to use social media to drive behaviour
  • Understand how to create or curate content
  • Enhance social media skills
  • Create measures of success in your social media use
  • Understand how to deal with social media attacks, mistakes and crises

This training course uses a wide variety of proven adult learning techniques to ensure effective assimilation and retention of the information presented. This training course is highly interactive and will prompt delegates to reflect on their own thinking, communication style and practice.

Your Tutor will guide and facilitate learning using a wide variety of methods including direct input, video, discussions, case studies and group and individual exercises to focus on the themes of the course, practice skills and receive feedback.

Your company will benefit in the following ways:

  • Increased coordination of social media activities
  • Stronger communication in the ways that your customers like
  • Stronger support for marketing and customer service
  • Development of greater social media advocacy
  • Greater protection from social media crises

The personal benefits to be derived from attending this training course include the following:

  • Greater ability to influence your target audiences
  • Improved ability to use platforms in a strategic way
  • Greater understanding of content curation and creation
  • Ability to deal quickly with social media problems and crises
  • Increased confidence in proving your worth

This training course is suitable to a wide range of professionals but will greatly benefit:

  • Corporate Communications Practitioners / Managers
  • Public Relations Officers / Managers
  • Public Affairs Practitioners
  • Marketing Officers / Managers
  • Customer Service Staff

Daily Agenda

Day 1 :
The Digital Revolution 
  • The history of social media
  • How our customers, staff and other stakeholders have changed
  • Meeting stakeholder expectations
  • Mini audit – what is social media used for in your organisation?
  • Who is using social media in your organisation? Who controls it?
Day 2 :
Identifying and Reaching Your Target Audiences 
  • Identifying your target audiences
  • Identifying their interests and behaviours
  • Segmenting your audiences – Personas
  • How to develop audience personas
  • Tone of voice and messages
  • Researching and surveying your audiences
 Day 3 :
Content is King 
  • Finding the right communities and joining them
  • Monitoring threads and conversations
  • Isolating and developing issues
  • Creating content that engages
  • Finding content that can be recycled - curation
  • Creating a content calendar
Day 4:
 Using Video and Images 
  • Increasing your impact with visuals
  • What makes an image memorable?
  • Using video clips – Vimeo etc
  • Creating video using your phone
  • YouTube and branding
  • Going viral
 Day 5:
 Evaluation and Crisis Handling 
  • The measurement landscape – what can be measured?
  • Your tech stack – software for evaluation
  • Analysing the data and reporting
  • What could possibly go wrong?
  • Preparing for a crisis
  • Putting your plan into action

Professional certificate & Accreditation

Enhance your social media skills and develop a strategy across social media platforms to help your organisation to achieve its strategic objectives through this training course.

Frequently Asked Questions

There are no prerequisites. Our courses are open to students of all backgrounds who are 18 years of age and older. All courses are conducted in English. Video lectures include English subtitles and the option to slow-down, pause, or replay lectures for better retention. Discussion boards are a critical component of each of our courses; therefore, we suggest students have a conversational knowledge of English when pursuing a Certificate of Completion. For any of the art writing courses, students need to be 100% proficient in written English.

You should have an up-to-date web browser such as: Chrome, Safari, Firefox, or Internet Explorer. For more detailed information, please see the guides for supported browsers and basic computer specifications. Our Online Courses can be accessed on a mobile or tablet device, although we strongly encourage you to have access to a desktop or laptop computer and reliable internet connection for certain course components. Former students have told us it is easiest to read discussion threads and complete written assignments on a laptop or desktop computer.

Registration is available on our website. Just follow these simple steps: Click the “Apply Now” button in the top right corner of your screen. Select “Online Courses.” Choose your course(s). You will be asked for basic contact information and your credit card payment. We require full payment at the time of registration and all tuition is billed in US dollars. Be sure to check with your bank or credit card company, as your financial institution may charge a foreign transaction fee.

Our classes are kept small, at no more than 30 students, to better facilitate and encourage personalized interaction with the instructor and fellow participants. Your classmates come from all over the globe and contribute their global perspectives and experience. Some are currently working within the arts while others are just beginning. All classmates share in their passion for the art world.

It is recommended that you begin your course promptly. If you do need to start the course a few days late, contact your instructor as soon as possible after the course has opened to discuss your options. Registration closes on the Friday after the course begins.

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Course customization available

This training course is available to be conducted at your own pace & at your own time. Request for a quotation now and our training advisor will contact you shortly

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