£395 for E-consultancy subscribers
£495 for non-subscribers
Online PR: Managing your online reach and reputation
The “Internet has changed PR forever” proclaimed a posting in the E-consultancy forum. In this enlightening workshop, an online PR specialist will discuss with you the extent to which this is true. They will also guide you through the options to consider when planning an online PR strategy for your key audiences.
WHO IS THE COURSE FOR?
This course is for you if:
- You have a background in offline / traditional PR, but want to know the potential and success factors for online PR or need to know why it might affect your job
- You work for a PR company and you want to extend your e-PR offering.
- You are a marketing manager who wants be sure you are maximising the potential and monitoring the downside of online PR
HOW WILL I BENEFIT?
After attending this course, you will be able to:
- Understand the scope and tools of online PR – its scope is probably a lot larger than you expected
- Learn how to develop an online PR strategy for a specific audience to support different types of outcomes
- Identify relevant portals and third-party sites to communicate with your audience
- Monitoring your brand reputation online
WHAT WILL I LEARN?
This in-depth course will cover the following topics:
How does online change the nature of PR?
- Change media landscape
- Changing reach
- Changing control
- Changing timing
Integrating E-PR and traditional PR
- Why e-PR should be part of your corporate communications strategy
- Strategies for integrating online and offline PR
- Assessing the e-PR capability of a PR agency
Tools and techniques for online PR
- Community monitoring and seeding
- Online news sources and RSS
- Personal blogs and sites
- Business blogs
- Podcasts and video
- Virtual worlds such as Second Life
- What achieves the viral effect?
- Using PR to achieve search traffic
- Maximising reach of online press releases
- The online press release distribution services that matter
- How to find out what is being said about you online?
- Finding online influencers
- Gaining favourable coverage?
- Strategies for managing unfavourable coverage
- Controlling trademark and brand identity usage
WHO IS THE WORKSHOP LEADER?
Stuart Bruce is an award-winning freelance consultant who has more than 17 years’ experience of public relations and corporate communications. He spent almost 10 years in PR consultancy before becoming the UK Head of PR and Public Affairs for global accountancy practice Grant Thornton. Stuart has advised a wide variety of clients from start-ups and owner-managed businesses to government departments and global corporations. Clients he has advised include Royal Mail, Irwin Mitchell Solicitors, Privilege Insurance, University of Leeds, Premier Farnell plc, ITnet plc, ICL Fujitsu, Government News Network, Ministry of Defence and the British Library.
Stuart is one of the best known PR bloggers and was one of the first business and political bloggers in the UK. He now speaks regularly at conferences and in traditional media about e-PR and social media. His PR blog is at www.stuartbruce.biz.
Added by training on February 28, 2007