About the course
This workshop is for professionals wishing to boost their PR activity and integrate digital into their overall PR strategy. In the workshop, we will cover many elements of public relations, not just media relations or social media engagement.
During the day delegates will explore; how to embed digital PR activity in existing practice; how digital PR can contribute to the organisation’s objectives; where to focus digital PR activities; how to build relationships with journalists and bloggers online.
The workshop comprises a mixture of trainer led presentation, practical techniques on laptops as a group and individual exercises and discussion. The trainer will cover more advanced planning, content, engagement and measurement techniques that delegates can take from the classroom back to the office as well as highlighting best practice usage by organisations and brands.
Course Requirements: A wi-fi enabled laptop or tablet is required for this course. If you cannot bring your own please contact us to reserve a rental laptop at a cost of £50+VAT.
Who should attend?
This course is ideal for PR, communications, marketing, public relations, SEO and ecommerce professionals who wish to develop their online PR strategy, skills and knowledge.
How will I benefit?
- Understand what online PR is and how it is evolving
- Be able to create an online PR strategy that supports your business objectives
- Understand how to identify and engage with audiences, stakeholders and influencers
- Improve your online PR content and maximise it for visibility through search and social
- Understand how to minimise reputational risk
- Be able to measure the success of your online PR activity more effectively
What will I learn?
- The good, the bad and the ugly - best and worst practice online PR from organisations and brands
- Identifying your audiences, stakeholders and influencers online
- Developing an online PR strategy and integrating it into your overall PR strategy
- Setting objectives, metrics and KPIs
- The core online PR tools and techniques and related tools/technologies
- Maximising the visibility, reach and impact of your PR content for search, social and sharing
- Developing and maintaining relationships with journalists, bloggers and authoritative sources
- Issues and crisis management - the impact of digital and social media and strategies to minimise risk and protect reputation
Michelle Goodall is an online communications specialist consultant and trainer. Her areas of expertise are Public Relations, Online Public Relations, Social Media, Issues Management, Community Management and Content Strategy
Formerly Digital Director at top 20 UK PR agency, Lexis Public Relations, she has over 14 years’ strategic communications consultancy and implementation experience working on award winning PR campaigns, social media strategies and issues management projects with many large organisations including London2012, RSPCA, Norwich Union, Coca Cola, TUI, Domino’s, eBay, Camelot, Diageo and Barclaycard.
Michelle understands how evolving digital technologies are affecting organisations and how traditional B2B and B2C marketing and communication models need to change.
She has helped many organisations evolve their business strategies to incorporate social media and to gear themselves for the opportunities and risks. Morag Reavely, New Media Manager at London2012 says, “Michelle has an amazing depth of knowledge of her subject area and is an outstanding communicator…she tailors each session to her audience, ensuring they get exactly what they need from the time invested. Michelle is a pleasure to work with from start to finish.”
Michelle’s has trained over 1,500 marketers in online communications and social media including in-house teams from the London2012, COI, CNN, Platinum Guild, Random House, Penguin, British Council and Phillips’ global customer service team.
She is a judge for the Direct Marketing Association and Econsultancy Innovation Annual Awards and a regular speaker. Listed in Freshnetworks Top 20 Social Media speakers and experts, Michelle is described as, “especially good at educating an audience to give them a common understanding of social media.”
Michelle (rarely) blogs at http://michellegoodall.posterous.com/ econsultancy.com/blog ,(frequently) tweets as @greenwellys on Twitter and can be found on LinkedIn