Distinguish the parts of digital brand community that must be standardised from those that require judgement.
Building Strategies to Create a Supportive Digital Brand Community
Learn to design, measure and defend your organisation's approach to digital brand community.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Internal audiences learn about digital brand community from the news unless you reach them first. Reputation built over years is re-assessed publicly within hours when the wider communications and media practice agenda is mishandled. The programme builds the judgement to know which parts of this area of communications and media practice to standardise and which to leave flexible. It treats digital brand community as an operating discipline and equips participants to run it as one. Teams frequently over-invest in documenting the wider communications and media practice agenda and under-invest in testing it. The level assumes working familiarity with the communications function but no prior formal training in the communications and media practice discipline. Cases are chosen to expose the trade-offs in digital brand community rather than to illustrate ideal conditions. Practitioner evidence points the same way: this part of communications and media practice improves fastest where responsibility for it is named and owned. The final module sets out how progress on this area of communications and media practice will be evidenced six months later.
Expected Learning Outcomes
Prepare the apology or acknowledgement for digital brand community that is credible.
Compare the organisation's handling of digital brand community with recognised practice, and close the material gaps.
Prepare spokespeople to handle hostile questioning on digital brand community.
Measure the effect of communication on digital brand community beyond volume of coverage.
Build a register of the risks attaching to digital brand community and keep it current.
Build community and stakeholder engagement around digital brand community.
Who Should Attend
Public relations and communications managers responsible for digital brand community.
Quality staff verifying that digital brand community performs as designed.
Spokespeople and executives who speak publicly about digital brand community.
Crisis management team members with a role in digital brand community.
Marketing staff coordinating with communications on digital brand community.
Business partners who must understand digital brand community well enough to challenge it.
Course Modules
Digital brand community: message architecture and discipline
2 sessions · 8 pointsSession 1The three messages on digital brand community you will not move from
- Archive every statement issued on digital brand community with date and approver.
- Identify the journalists who actually cover digital brand community and what they need.
- Agree what will be standardised in digital brand community and what will not.
- Define what success in communicating digital brand community looks like, numerically.
Session 2Measuring communication on digital brand community beyond clippings
- Identify single points of dependency in digital brand community and reduce them.
- Set the response time target for enquiries about digital brand community.
- Draft the minimum viable communications plan for digital brand community.
- Prepare the holding statement for digital brand community in advance.
Digital brand community: measurement beyond coverage volume
2 sessions · 8 pointsSession 1The cost of digital brand community and how to present it
- Configure monitoring that flags coverage of digital brand community within the hour.
- Decide in advance when to correct misinformation about digital brand community and when not to.
- Record the rationale for each significant choice made about digital brand community.
- Debrief after each significant episode involving digital brand community.
Session 2Answering the hostile question about digital brand community
- Sequence internal notification about digital brand community ahead of external release.
- Agree the smallest change to digital brand community that would be visibly useful.
- Estimate the resource digital brand community requires to run as designed.
- Check that records of digital brand community answer the questions likely to be asked.
Digital brand community: misinformation, correction and restraint
2 sessions · 8 pointsSession 1Rebuilding trust after digital brand community
- Close out actions on digital brand community rather than leaving them open indefinitely.
- Draft materials on digital brand community that need no rewriting to be published.
- Set out the decisions in digital brand community that require sign-off and by whom.
- Check communication on digital brand community against legal and regulatory constraint.
Session 2The paperwork for digital brand community that is actually needed
- Rehearse the hostile interview on digital brand community with a real challenger.
- Write down the assumptions underpinning the approach to digital brand community.
- Prepare the summary of digital brand community that senior management will read.
- Identify the data already collected that bears on digital brand community.
Digital brand community: media relations and the working journalist
2 sessions · 8 pointsSession 1Writing on digital brand community so a journalist can publish it
- Localise messaging on digital brand community without fragmenting it.
- Build the competence framework that supports digital brand community.
- Compare the cost of digital brand community with the cost of its absence.
- Prepare the response for the most likely failure in digital brand community.
Session 2Making digital brand community work when resources are constrained
- Write the three key messages on digital brand community and test them against hard questions.
- Confirm that contractual obligations around digital brand community are understood.
- Agree who signs off statements on digital brand community outside working hours.
- Name the crisis roles for digital brand community 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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