Define the key messages for interactive digital content and hold to them under pressure.
Designing Interactive Content Strategies for Digital Audiences
Turn interactive digital content from a stated policy into a practice your organisation can evidence.
📍 Istanbul🗓️ 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 interactive digital content tends to become the reference version. Journalists covering this part of communications and media practice are working to a deadline you do not control. The content is relevant to those who own this strand of communications and media practice and to those who are held accountable for its results. Sessions alternate between guided analysis of interactive digital content and supervised application. Field experience suggests that the barrier to better this aspect of communications and media practice is rarely technical. The result is the confidence to make and defend decisions about the communications and media practice discipline under scrutiny. It establishes a shared vocabulary for interactive digital content so that teams can disagree productively about it. Plans for the communications and media practice capability often fail at the handover point between functions. It closes by agreeing the smallest change to this area of communications and media practice that would make a visible difference.
Expected Learning Outcomes
Structure records of interactive digital content so that they answer the questions an auditor will actually ask.
Establish escalation routes for interactive digital content that work outside normal hours.
Select indicators that show whether interactive digital content is improving, and reject those that only look useful.
Design the digital and social response protocol for interactive digital content.
Write materials on interactive digital content that a journalist can use without rewriting.
Build community and stakeholder engagement around interactive digital content.
Who Should Attend
Digital and social media managers handling interactive digital content online.
Planning staff whose forecasts and budgets are affected by interactive digital content.
Team leaders and supervisors who put interactive digital content into practice day to day.
Public relations and communications managers responsible for interactive digital content.
Crisis management team members with a role in interactive digital content.
Agency and consultancy advisers supporting clients on interactive digital content.
Course Modules
Interactive digital content: media relations and the working journalist
2 sessions · 8 pointsSession 1Answering the hostile question about interactive digital content
- Define acceptance criteria for interactive digital content in advance.
- Define what success in communicating interactive digital content looks like, numerically.
- Agree the indicators that will show whether interactive digital content is improving.
- Check that records of interactive digital content answer the questions likely to be asked.
Session 2Correcting a false story about interactive digital content without amplifying it
- Archive every statement issued on interactive digital content with date and approver.
- Confirm that reporting on interactive digital content reaches the people who can act.
- Set the response time target for enquiries about interactive digital content.
- Collect evidence on the present handling of interactive digital content before proposing changes.
Interactive digital content: measurement beyond coverage volume
2 sessions · 8 pointsSession 1The hard cases in interactive digital content and how to reason about them
- Plan the recovery sequence after a reputational event involving interactive digital content.
- Review whether coverage of interactive digital content changed anything that matters.
- Draft materials on interactive digital content that need no rewriting to be published.
- Prepare the holding statement for interactive digital content in advance.
Session 2Coordinating interactive digital content across markets and languages
- Rehearse the hostile interview on interactive digital content with a real challenger.
- Configure monitoring that flags coverage of interactive digital content within the hour.
- Confirm that those complying with interactive digital content understand why it exists.
- Decide in advance when to correct misinformation about interactive digital content and when not to.
Interactive digital content: crisis preparation, roles and authority
2 sessions · 8 pointsSession 1Telling staff about interactive digital content before the press does
- Set out the decisions in interactive digital content that require sign-off and by whom.
- Write down the assumptions underpinning the approach to interactive digital content.
- Write the three key messages on interactive digital content and test them against hard questions.
- Anticipate the objections interactive digital content will raise and prepare the answers.
Session 2Getting other functions to support interactive digital content
- Sequence internal notification about interactive digital content ahead of external release.
- Distinguish symptoms from causes when interactive digital content underperforms.
- Review whether interactive digital content is aligned with the objectives of the communications function.
- Rehearse the briefing on interactive digital content that would follow an incident.
Interactive digital content: recovery and rebuilding credibility
2 sessions · 8 pointsSession 1Apologising for interactive digital content credibly
- Set the review interval for interactive digital content and who attends.
- Estimate the resource interactive digital content requires to run as designed.
- Check that interactive digital content still works when volumes rise unexpectedly.
- Localise messaging on interactive digital content without fragmenting it.
Session 2Where interactive digital content typically breaks, and why
- Identify the journalists who actually cover interactive digital content and what they need.
- Define the trigger that would require interactive digital content to be redesigned.
- Name the crisis roles for interactive digital content and confirm authority to speak.
- Prepare the acknowledgement for interactive digital content that does not evade responsibility.
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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