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
Objectives
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
Training Methodology
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.
Organisational Impact
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
Personal Impact
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
Who should Attend?
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
Certificate
- On successful completion of this training course, KC Academy Certificate will be awarded to the delegates.