Measure the effect of communication on digital public relations beyond volume of coverage.
Building Integrated Digital Public Relations Strategies
Build a working method for digital public relations that stands up to scrutiny and survives daily pressure.
📍 Tunis🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
The first version of a story about digital public relations tends to become the reference version. Reputation built over years is re-assessed publicly within hours when this aspect of communications and media practice is mishandled. Field experience suggests that the barrier to better the communications and media practice discipline is rarely technical. Participants come from operational and oversight roles, and both perspectives on digital public relations are used deliberately. The course covers this area of communications and media practice at the level of detail needed to act, and stops there. Moving the wider communications and media practice agenda from written policy into daily practice is not achieved by a single decision. Sessions alternate between guided analysis of digital public relations and supervised application. They gain the ability to sequence improvements to this area of communications and media practice in an order their organisation can absorb. It closes by agreeing the smallest change to the communications and media practice discipline that would make a visible difference.
Expected Learning Outcomes
Adapt recognised practice on digital public relations to local constraints without hollowing it out.
Define the scope and boundaries of digital public relations so that responsibility for it is unambiguous.
Distinguish the parts of digital public relations that must be standardised from those that require judgement.
Correct misinformation about digital public relations without amplifying it.
Prepare spokespeople to handle hostile questioning on digital public relations.
Sequence internal and external communication about digital public relations correctly.
Who Should Attend
Members of committees that take decisions affecting digital public relations.
Business partners who must understand digital public relations well enough to challenge it.
Marketing staff coordinating with communications on digital public relations.
Crisis management team members with a role in digital public relations.
Agency and consultancy advisers supporting clients on digital public relations.
Government relations and public affairs officers covering digital public relations.
Course Modules
Digital public relations: materials a journalist can actually use
2 sessions · 8 pointsSession 1Telling staff about digital public relations before the press does
- Rank the weaknesses in digital public relations by consequence rather than by ease of fixing.
- Identify the journalists who actually cover digital public relations and what they need.
- Identify the data already collected that bears on digital public relations.
- Debrief after each significant episode involving digital public relations.
Session 2Answering the hostile question about digital public relations
- Build a stakeholder map for digital public relations and the message each needs.
- Decide in advance when to correct misinformation about digital public relations and when not to.
- Define the trigger that would require digital public relations to be redesigned.
- Draft materials on digital public relations that need no rewriting to be published.
Digital public relations: media relations and the working journalist
2 sessions · 8 pointsSession 1Who answers for digital public relations, and to whom
- Write down the assumptions underpinning the approach to digital public relations.
- Agree who signs off statements on digital public relations outside working hours.
- Draft the minimum viable communications plan for digital public relations.
- Review whether coverage of digital public relations changed anything that matters.
Session 2Building lasting competence in digital public relations
- Archive every statement issued on digital public relations with date and approver.
- Check communication on digital public relations against legal and regulatory constraint.
- Localise messaging on digital public relations without fragmenting it.
- Prepare the holding statement for digital public relations in advance.
Digital public relations: message architecture and discipline
2 sessions · 8 pointsSession 1The hard cases in digital public relations and how to reason about them
- Define what success in communicating digital public relations looks like, numerically.
- Agree the indicators that will show whether digital public relations is improving.
- Prepare the summary of digital public relations that senior management will read.
- Prepare the acknowledgement for digital public relations that does not evade responsibility.
Session 2The three messages on digital public relations you will not move from
- Collect evidence on the present handling of digital public relations before proposing changes.
- Estimate the resource digital public relations requires to run as designed.
- Name a single owner for each element of digital public relations.
- Identify single points of dependency in digital public relations and reduce them.
Digital public relations: crisis preparation, roles and authority
2 sessions · 8 pointsSession 1Rebuilding trust after digital public relations
- Sequence internal notification about digital public relations ahead of external release.
- Confirm that contractual obligations around digital public relations are understood.
- Prepare the response for the most likely failure in digital public relations.
- Plan the recovery sequence after a reputational event involving digital public relations.
Session 2Building media relationships on digital public relations before you need them
- Assign responsibility for keeping documentation of digital public relations current.
- Close out actions on digital public relations rather than leaving them open indefinitely.
- Review whether digital public relations is aligned with the objectives of the communications function.
- Name the crisis roles for digital public relations and confirm authority to speak.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Complete your registration
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