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1 day short course
E-PR: Online Public Relations
9th June 2010
Chertsey, Surrey |
Save £100!
If you book by Friday 14th May 2010 and bring a friend
See prices for details |
As a powerful information and communications medium, the Internet is a natural arena for public relations. This workshop provides conceptual tools and practical hands-on skills that will help you make effective use of the new digital technologies, as well as guarding against some potent online threats. Delegates will also be taken through the process of setting up a virtual Press Office. |
Our Trainer
Daniel is head of Internet Marketing for Academy Internet and a member of the Chartered Institute of Marketing (CIM). He has over 10 years of experience in Internet marketing and web development. His key qualities include the ability to communicate the commercial and marketing benefits of an Internet marketing strategy whilst understanding the underlying technology and being able to select the most appropriate technical solution.
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Telephone
01865 515255
“Truly superb! Extremely relevant.” Mark Tuban, ITN News
“Highly informative, not too much jargon and plenty of ideas to use going forward.” Shane Coughlan, IPC Media
“Very well put together, we were able to go through a huge amount of work - without feeling it!” Caroline Lewis, Agribusiness Communications Ltd
“Excellent insight into the internet and marketing solutions.” Vanessa Pinto, eBookers
“An Essential course for anyone trying to compete against a vast amount of competitors on the internet.” Martin Brown, Dixons / Partmaster
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Course Overview
You will discover how the Internet sits with traditional public relations principles, and how it extends information and message transmission into new areas. You will learn how to deploy the online communications toolkit effectively, integrating it with offline methods to create a total communication approach. And using a practical and interactive approach, you'll find out how to design, set up and run an online press room for media relations.
Who will benefit?
Valuable for anyone with executive responsibility for public relations and co-ordinated communications, whether in-house or as a consultant, working in marketing communications, issue management, public affairs or media relations. Also for journalists, academics and marketing generalists.
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Course Details
| Where |
Chertsey, Surrey, just off Jn 11 of M25 |
| When |
9th June 2010 |
| Price (excl VAT) |
£399 single person booked by Friday 14th May 2010
£698 for two people booked by Friday 14th May 2010
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£449 single person booked after Friday 14th May 2010
£798 for two people booked after Friday 14th May 2010
£349* current and past OCOM students
If you have more than 2 delegates interested in attending this course, please call 01865 515255 |
| Booking |
Click here |
*No further discounts apply
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Course Content and Programme**
| 9.00 |
Registration and Coffee |
| 9.30 |
Course Starts
Session 1 -Managing Communications in the Age of Digital Networks
The Internet is a powerful information and communications network, the focus of a digital revolution which is transforming the field of corporate communications.
- Fundamental communications issues raised by the Internet
- How do these affect strategic communications planning?
- A whole new communications toolkit: web 2.0, online communities, blogging, e-mail, etc
- How messages flow around the Internet, and the implications for author and audience
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| 10.30 |
Session 2 - What's Different About the Internet?
What information do you need to plan an online campaign and where can you get it?
- The ways that the Internet does not behave in the same way as offline communications - time, reach and access considerations
- Interactivity: the organisational impact of having customers who can answer back
- Intermediaries: bypassing traditional intermediaries and when not to do so
- Who are the new intermediaries?
- Working in a global 24/7 medium
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| 12.00 |
Session 3 - The Website as a Tool for Managed Communications
- Components of the delivery network and what each contributes
- Hypertext and the non-linear nature of online messages: implications of this for navigation and context
- Setting the communications strategy for a Web presence
- Managing interactivity - the implications for internal organisation
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| 1.00 |
LUNCH |
| 1.30 |
Session 4 - The Non-Web Internet
Not all Internet communication is Web-based!
- Usenet, what it is and how to use it
- Tracking developing opinion in newsgroup debate, and how this relates to Website publication
- Specialist tools for Internet research
- Characterising the 42 different types of public Internet property
- Techniques for distributing messages or tracking interests, and the advantages of each
- The uses of email marketing, avoiding spam and how to create opt-in lists
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| 2.30 |
Session 5 - Creating and Using Mediated Relationships Online
We examine some useful Internet-mediated relationship techniques, such as:
- When to use narrowcast techniques and when broadcast will work better
- Link building, and how to place links in a recommendation context
- The role of paid-for advertising in Internet communications
- Affiliate partner relationships and how to use them to target specific audiences
- Developing gatekeeper endorsement through ambassador relationships to communities for branding, issue management and crisis response.
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| 3.30 |
Session 6 - Setting Up and Running an Online Press Office
The remainder of the course takes delegates through the process of designing, setting up and running a virtual press office for media relations, covering the following key points:
- How do you become a credible online information source?
- Defining stakeholders/audiences
- Researching online media
- Impact of journalists' requirements on press office design
- Components of an online press office
- Special content considerations for electronically distributed releases
- Technical management of images
- Media resources, and the advantages of making provision
- Providing downloads and streaming media for press use
- Technical requirements - e.g. 'Plug-ins' for audio, video and Flash; hosting and bandwidth implications
- Advantages of various delivery options in press office management
- Skilling and production issues
- Management of media contact made online, eg the use of password protection
- Integration of online and offline media relations
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| 4.30 |
Session 7 - Your Virtual Press Room Check List
We give you a checklist of key stages in planning an online press office and the necessary components of a good one |
| 5.00 |
CLOSE |
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Venue
Chertsey Hillswood Business Park
3000 Hillswood Drive
Chertsey
KT 16 0RS
Map and Directions
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 CIM Qualifications
Oxford College of Marketing is also an accredited study centre for all levels of CIM Marketing Quallifications and has centres at Oxford Brookes University, The Universities of Reading, Brighton, Westminster, Liverpool Hope University College and Sheffield Hallam University.
www.oxfordcollegeofmarketing.ac.uk
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In-House Training
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How to book
Click here for a booking form
Call Jane on 01865 515255 |
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