Strategic Media Planning and Advanced Social Media Strategies

Leveraging Social and Traditional Media to Engage with Stakeholders and Shape Your Narrative

Learn how to leverage strategic media planning techniques and engage with your audiences on social media on this KC Academy 10-day training course.

13 - 24 Mar 2022
$ 9,900



10 Days

Media Relations


This 10-day KC Academy training course on strategic media planning and advanced social media will look at the process required to deliver your organisation’s messages to the right target audience in an effective manner within your budget on a variety of mediums: from paid placements to managing social media accounts.

Over the past two decades, the emergence of digital media has entirely changed the media landscape and has blurred the distinctions between marketing and PR/communications. Paid for media in the form of advertising is no longer the automatic norm. Media planning determines the best combination of media to achieve campaign goals. The first five days of this course will explore the nature of paid-for, earned and owned media.

 The second part of this ten-day course explores advanced social media tactics guaranteed to improve your organisational social media activities. The course will provide you with strategies to create engaging content that your target audiences will interact with and share on their chosen platforms.

This KC Academy training seminar will highlight the following key topics:

  • Audience planning, targeting and segmentation
  • Research techniques for customer insight.
  • Audience measurement and media metrics
  • How to allocate a media budget across channels.
  • Analyse strengths of a range of media
  • Media strategy and strategic thinking.
  • Using social media effectively for marketing, public relations, HR, sales and customer service
  • Social media planning that meets audience needs and delivers business objectives
  • Building audience relationships via social media that strengthen brand and reputation
  • Creating engaging content audiences pay attention to and share with others
  • Staying up-to-date with emerging topics, trends and technologies on social media


By the end of this KC Academy training seminar, you will have learned how to:

  • Understand metrics of audience measurement and media accounting;
  • Allocate a media budget across digital and traditional media
  • Access and use media data to develop strategic media objectives
  • Apply research techniques to the understanding of audience segmentation, targeting and positioning
  • Understand stakeholders’ habits and attitudes towards media
  • Place stories that earn free editorial space
  • Advising leaders on social media strategy and plans
  • Using LinkedIn, Facebook, Twitter, Instagram and Snapchat for business
  • Finding and connecting with target audiences
  • Confidence in responding to audiences online to shape opinions
  • Creating and optimising words and images that go viral
  • Writing that grabs attention and creates conversations
  • Researching online trends to stay relevant


This KC Academy training course encourages delegate participation through a combination of lectures, peer-to-peer activities, group discussion, practical exercises, case studies, video clips, and breakout sessions designed to reinforce new skills.


Significant benefits to the organisation include:

  • More consistent media policy and placement
  • Reduced media spend
  • More accurate and targeted placement
  • Greater alignment between advertising, editorial and social media messaging.
  • A more strategic approach to your media mix
  • A suite of research and measurement tools to provide further control
  • Advising leaders on social media options
  • Platforms and strategies that are appropriate to the organisation and audiences
  • Developing social media plans and campaigns that support business vision, mission and values
  • Responding to audience participation and feedback on social media to strengthen loyalty
  • Evaluating activities to demonstrate the value to the organisation in terms of finances, operations, reputation and customer satisfaction


Participants will gain the following benefits:

  • Improved media planning ability
  • Enhanced media communication abilities
  • Greater self-confidence
  • Increased effectiveness in media planning and placement
  • Enhanced strategic goal setting ability
  • Increased ability to use social media effectively and plan campaigns that work
  • Developing social media activities and campaigns that engage audiences
  • Listening to conversations, tapping into key trends and topical subjects
  • Defining and targeting key audiences, influencers, opinion formers and interest communities
  • Finding the best angles and language to hook people and build engagement
  • Uploading and publicising engaging stories, creating conversations, driving word of mouth
  • Responding to comments and feedback in a way that positively makes relationships


This KC Academy training course is for anyone who desires to expand their expertise in media planning and social media best practices, policies and procedures.

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

  • Marketing Professionals
  • Public Relations Practitioners
  • Marketing Managers
  • Media Buyers
  • Brand and product Managers
  • Customer Relations 
  • Social Media practitioners
  • Human Resource professionals
  • Community Relations Professionals
  • Internal Communication teams
  • External Relation professionals

Course Outline


Media Trends Analysis

  • The impact of digital media
  • Changing consumer habits and attitudes
  • Using secondary sources of media data.
  • The rise of Direct To Consumer post-Covid 19 - Search Engine and Email marketing
  • Content Marketing and Relationship Marketing
  • POEM – Paid, Owned and Earned Media


Auditing your communications

  • Reviewing your channel output
  • Assessing the effectiveness of your channel mix
  • Stakeholder analysis
  • Competitor communications analysis
  • Analysing messaging across the organisation


Developing a Media Strategy

  • Audience mapping
  • SWOT and PESTLE analysis
  • Setting SMART objectives and KPIs.
  • Brand positioning, tone and promise
  • Build successful campaigns
  • Message and content development


Planning Your Media Mix

  • Marketing Communication
  • Multi-channel strategy development
  • Bringing your call centre/service hub into alignment
  • Creating an editorial calendar
  • Media buying
  • Selecting and using agencies


Media Measurement and Action Planning 

  • Executing your media plan.
  • Evaluating the results
  • Developing a suite of metrics, including free tools
  • Action Planning
  • Planning models
  • Final assignment


Overview of Social Media

  • The Current Social Media Landscape – What is hot and what’s not?
  • How to Keep-up with Continuous Changes in Social Media including Emerging Technologies, Automation and Avatars
  • Choosing between the Raft of Social Media Options - platforms, channels and apps
  • Choosing between the Wide Variety of Tools to Create Social Media Content including Blogs, Slides, Video, Infographics, Quizzes and Podcasts
  • Demystifying Jargon and Following Online Etiquette
  • Pitfalls and How to Avoid Them
  • The Place of Social Media in Customer Relationships, Customer Service, Recruitment, Employee Engagement, Public Relations and Marketing


Building an Effective Social Media Strategy

  • Analysing How Your Organisation Uses Social Media to Engage - What is working and what is not working?
  • Understanding Who Wants to Connect with your Organisation on Social Media - What do they want to hear, and what do you want to tell them?
  • Developing Social Media Objectives and Proving They Deliver Business Benefits
  • Creating a Balanced Portfolio of Social Media Channels to Reach Audiences
  • Scheduling Social Media Activities so they Integrate with other Corporate Activities
  • Monitoring and Measuring Social Media Activities to Demonstrate they are Effective


Reaching and Influencing Audiences

  • Profiling Audiences and Targeting Influencers and Opinion Formers
  • Creating an Emotional Connection with Humour, Human Interest and Storytelling
  • Ensuring Relevance with Breaking News, Experiences and Personal Exchanges
  • Reaching out to Passive Audiences who Lurk rather than Engage
  • Capitalising on Employees’ Social Influence through Word of Mouth and Personal Relationships
  • Helping Employees to Become Effective Social Media Ambassadors

 DAY 9

Creating Content that is Shareable and Shared

  • Understanding What Makes Grabs Attention and Hooks People In
  • How to Create Conversations and Drive Word of Mouth
  • Tips to Create Engaging Content Audiences Find Interesting, Relevant and Useful
  • Using a Precise to Structure Content and a Calendar to Timetable Publication
  • Developing Great Visual Aids, Images and Videos that Go Viral
  • Messaging that Works Across Multiple Channels and Drives Traffic to Your Ultimate Destination
  • Creating content that can be Adapted for Different Media and Channels
  • Writing Skills Practice including Headline Writing and Finding the Best Tone of Voice

DAY 10

Searching & Listening Techniques

  • Using Social Media for Research
  • Monitoring What Competitors are Doing on Social Media
  • Tapping into Trends and Current Themes
  • Listening-in and Participating-in Conversations
  • Choosing the Best Keywords and Hashtags
  • Writing Great Comments and Captions on Instagram, et. al.
  • When and How to Respond to Comments and Feedback


Bespoke Solutions

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