One day training course on online PR
PERFECT ONLINE PR MASTERCLASSHow to use new media to get your organisation's PR message in front of the people who matterCourse in briefThis course introduces you to the basic principles of online PR and provides the information you need in order to develop an online PR strategy for your own organisation or your clients. The course is based on exclusive research into how 107 companies and public sector organisations are using online PR and the benefits they gain from it. Duration: one day. Fee: £395 + £69.13VAT = £464.13 Attend if you are...Consultant or account handler in a PR agency PR manager or assistant in a company PR manager or assistant in public sector or not-for-profit organisation Marketing director or manager Marketing communications executive or assistant
The course is suitable for people from organisations of all sizes. What you gainAfter attending the Masterclass, you will be able to: Understand how online PR can be integrated into an existing PR campaign Know how to manage your organisation's online PR presence Run an online media centre for use by journalists Edit and produce an e-newsletter Run a blog for business benefit Plan an e-broadcast such as a podcast or videocast Manage the role of social media in a PR campaign Measure the impact that online PR has for your organisation
About the courseOnline PR is changing the way organisations of all kinds communicate with the media and with the end-audiences they wish to reach. But because it is new, online PR is developing fast and there are many different tools and techniques which it's possible to use. So it's not always easy to identify priorities and discover what works best. The Online PR Masterclass provides you with a high-level view of how to make more effective use of online PR either for your own organisation or - if you are a PR agency - your clients. The course will help you to find ways to integrate online PR into an overall marketing and public relations strategy. The aim of the Online PR Masterclass is to give you a strategic view of what online PR can achieve as well as an understanding of some of the online tools and techniques which are increasingly used in PR campaigns. It will guide you towards those tools and techniques which may be useful, depending on the objectives you have in mind. The Masterclass is designed to provide you with practical rather than theoretical information. It is packed with the kind of "how-to" step-by-step guides and checklists which you can take back to your organisation and put to work straightaway. The course is based on an exclusive research study which explored how 107 different organisations in both the private and public sectors are already using online PR. The study also explored what online PR priorities these organisations have set themselves for the future. The course, therefore, provides you with a real-life reality check for your own future online PR plans. Although the Online PR Masterclass lasts only for one day, it is designed to deliver value for weeks and months afterwards. After the course, you receive an e-book containing the comprehensive course materials which you can use as a best practice reference source as you develop your own online PR plans. The e-book contains scores of links to other websites and online resources which will help you develop your online PR strategy. The Online PR Masterclass is an ideal first step for anybody planning to embark upon an online PR campaign or for somebody who has started and wants to check their own ideas against the best practice techniques of others. Masterclass programmeThe Masterclass is based around 11 modules 1. Introducing online PRWhat the Masterclass is all about Something old, something new The pros and cons of online PR The issues that really matter Success stories
Workshop: how to control your messages online 2. Developing your online PR planWorkshop: how to match online media to your audiences 3. Managing your online presence Why your website landing page is important How to develop online relationships with journalists How to handle online reputation management Something catching: viral campaigns
Workshop: how to manage your online reputation 4. How to... run a website media centreWhy you need a website media centre What a website media centre should do Step by step through the perfect website media centre Media centres: the management considerations How to get more hits on your press releases
Workshop: optimising a press release for search engines 5. How to... run a great e-newsletterWhy run an e-newsletter? What to do before you start How to create a plan for an e-newsletter Creating an e-newsletter's content Newsletters that make the grade
Workshop: identifying success features in an e-newsletter 6. How to... use social news sitesUnderstanding the role of social news sites Finding relevant social news sites Getting started on social news sites
Workshop: developing a plan to use social news websites 7. How to... write a must-read blogStart with the blogging basics The tools of the blogger's trade Why blogging could be perfect for PR The craft of writing a blog
Workshop: identifying what works in blogs 8. How to... master e-broadcastinge-broadcasting: a PR tool for our times A beginner's guide to e-broadcasting Six steps to making a great e-broadcast
Workshop: planning an e-broadcast 9. How to... plug into social community networksThe SCNs that PR already use Six steps to using SCNs in public relations The dangers for PR in social community networks
Workshop: how to extend a PR campaign using SCNs 10. How to... measure your successMeasuring PR in the online age 11 ways to measure online PR campaigns A quick introduction to Google analytics
Workshop: planning an online PR campaign 11. Looking to the futureWorkshop: deciding online PR priorities Course materialsThe Perfect Online PR Masterclass comes complete with a set of outstanding course materials that are designed to help you develop your own organisation's online PR strategy. The Online PR Masterclass Workbook & Course Notes is an 80-page guide to the course content which you can take away and refer to time and time again. The guide includes the full results of the survey of online PR use in 107 organisations. The Online PR Masterclass e-Book. This will be e-mailed to you after the course finishes. It contains a full set of the course notes for easy online reference together with scores of weblinks to other resources which you could find useful as you develop your own online PR campaign.
Course presenter profiles Jo Lynn
Adapt to survive says Jo Lynn, who has been a successful PR since the ‘eighties. Keeping on top means not just following trends but pioneering them, she believes. Jo has worked at some of the leading PR agencies, including Burson Marsteller, Good Relations and the achingly hip Lynne Franks before setting up on her own She has worked on some of the world's biggest brands such as NutraSweet, Airmiles, Tesco and Coca-Cola. She has seen many big names, such as Airmiles, make the transition from being purely a terrestrial brand to a full online service. She advises many online brands about PR strategy, including digital events company, Great Expectations, Bosenet, and innovative digital start-ups such as Myretailheaven.com. More than ever, says Jo, it is vital to target, assess and evaluate. Who is using the medium you are considering? Will your activity be effective and within budget? What was the end result?  Keren Lerner
Keren Lerner is a designer and businesswoman who runs Top Left Design, a five-person design company providing high-quality websites, e-mail newsletters and blogs as well as branding and design for print. The company is entering its eighth year of business. Keren graduated with a degree in Visual Communications. She is an active networker and very well connected to a large number of business owners and suppliers, and is always happy to talk to fellow business people and budding entrepreneurs about connections and opportunities as well as websites and design. Keren is particularly interested in using design to meet business objectives. She regularly consults on how to use social media tools, such as Twitter, LinkedIn, YouTube, Blogging and Facebook, for effective marketing. What people say- I just wanted to say I thought the course was extremely useful and it's made things a lot clearer in terms of how to apply online disciplines to PR. Both Jo and Keren were very good at explaining things through." - Sananur Meric, Adams Creative
- "Has given me plenty of ideas to explore." - Bob Tolliday, Communications Manager, Institute for Family Business (UK)
In-house coursesIf you have five or more people who would like to attend a Perfect Online PR Masterclass, why not book an in-house session at your own offices? The fee for an in-house Masterclass is based on the number of participants: five, £1,795; six, £2,095; seven, £2,495; eight, £2,695; nine, £2,895; 10, £2,995. (All prices quoted plus VAT and presenters' travelling expenses at cost.) For other numbers or to hold the Masterclass at an alternative location, please ask for quotation. If you would like to book an in-house Masterclass or would like further information:
Booking information
Perfect Online PR Masterclass Thursday, 25th November 2010 NLC, 1 Whitehall Place, London SW1A 2HE
£395.00 + £69.13 VAT = £464.13
Booking form
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