Reputation built over years is re-assessed publicly within hours when digital sentiment measurement is mishandled. Internal audiences learn about the practice within communications and media practice from the news unless you reach them first. Most organisations already have a policy on this area of communications and media practice; far fewer can show it working. Benchmarking exercises repeatedly place digital sentiment measurement among the areas with the widest performance spread. The programme suits teams tackling the practice within communications and media practice together as readily as individuals attending alone. Participants gain a clear basis for measuring what this part of communications and media practice has actually achieved. Participants apply digital sentiment measurement to their own communications function throughout, so the output is directly usable. The programme is built to be used, and every section of this area of communications and media practice it covers ends in something applicable. Work concludes with a self-assessment of the communications and media practice discipline that participants can repeat annually.
Expected Learning Outcomes
✓
Measure the effect of communication on digital sentiment measurement beyond volume of coverage.
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Compare the organisation's handling of digital sentiment measurement with recognised practice, and close the material gaps.
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Identify the failure points in digital sentiment measurement most likely to cause loss, and control them first.
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Define the key messages for digital sentiment measurement and hold to them under pressure.
✓
Draw practical lessons from failures in digital sentiment measurement without assigning blame that suppresses reporting.
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Design the digital and social response protocol for digital sentiment measurement.
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Align communication on digital sentiment measurement with legal and regulatory constraints.
Who Should Attend
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Journalists and editors working on stories involving digital sentiment measurement.
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Content producers creating material about digital sentiment measurement.
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Managers with direct responsibility for digital sentiment measurement within the communications function.
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Technical staff being prepared for supervisory responsibility over digital sentiment measurement.
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Internal communications staff explaining digital sentiment measurement to employees.
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Investor relations officers communicating digital sentiment measurement to markets.
Course Modules
Open any module to see its sessions and topics.
01
Digital sentiment measurement: recovery and rebuilding credibility
2 sessions · 8 points
Session 1Rebuilding trust after digital sentiment measurement
Identify the journalists who actually cover digital sentiment measurement and what they need.
Establish who is informed, consulted and accountable in digital sentiment measurement.
Check that records of digital sentiment measurement answer the questions likely to be asked.
Reduce the variation in how digital sentiment measurement is carried out between teams.
Session 2Reviewing digital sentiment measurement when nothing has gone wrong
Remove steps in digital sentiment measurement that add effort without adding assurance.
Debrief after each significant episode involving digital sentiment measurement.
Agree who signs off statements on digital sentiment measurement outside working hours.
Plan the recovery sequence after a reputational event involving digital sentiment measurement.
02
Digital sentiment measurement: spokesperson skill under hostile questioning
2 sessions · 8 points
Session 1Answering the hostile question about digital sentiment measurement
Sequence internal notification about digital sentiment measurement ahead of external release.
Draft materials on digital sentiment measurement that need no rewriting to be published.
Map the handovers in digital sentiment measurement between functions and secure them.
Set the response time target for enquiries about digital sentiment measurement.
Session 2The hard cases in digital sentiment measurement and how to reason about them
Test the procedure for digital sentiment measurement against a realistic scenario.
Archive every statement issued on digital sentiment measurement with date and approver.
Draft the minimum viable communications plan for digital sentiment measurement.
Confirm that reporting on digital sentiment measurement reaches the people who can act.
03
Digital sentiment measurement: media relations and the working journalist
2 sessions · 8 points
Session 1Reading the current state of digital sentiment measurement honestly
Agree the indicators that will show whether digital sentiment measurement is improving.
Prepare the holding statement for digital sentiment measurement in advance.
Plan the sequence in which improvements to digital sentiment measurement will be introduced.
Arrange the handover of digital sentiment measurement so capability survives staff changes.
Session 2Coordinating digital sentiment measurement across markets and languages
Review whether coverage of digital sentiment measurement changed anything that matters.
Prepare the acknowledgement for digital sentiment measurement that does not evade responsibility.
Build a stakeholder map for digital sentiment measurement and the message each needs.
Establish the boundary of digital sentiment measurement and record what sits outside it.
04
Digital sentiment measurement: crisis preparation, roles and authority
2 sessions · 8 points
Session 1Building media relationships on digital sentiment measurement before you need them
Identify the data already collected that bears on digital sentiment measurement.
Rehearse the briefing on digital sentiment measurement that would follow an incident.
Identify where judgement in digital sentiment measurement is legitimate and where it is not.
Anticipate the objections digital sentiment measurement will raise and prepare the answers.
Session 2Measuring communication on digital sentiment measurement beyond clippings
Define what success in communicating digital sentiment measurement looks like, numerically.
Rehearse the hostile interview on digital sentiment measurement with a real challenger.
Localise messaging on digital sentiment measurement without fragmenting it.
Check communication on digital sentiment measurement against legal and regulatory constraint.
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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