Public Relations, in this modern era, is an exciting and rewarding career. Effective Public Relations is a key requirement of most companies and organisations.
The area of Social Media and Social Networking has become hugely popular over the past number of years. Websites like Facebook and Twitter have become part of the online culture. Indeed these sites have become so popular in recent years that their terminology has already seeped into the vocabulary. The terms "To Tweet" and "Facebook Page" are now commonly used and understood.
Most of these social networking sites started out as a purely social forum where people could post details of their hobbies and interests and link up with their friends around the world. In the past few years however there has been an increased interest in the use of these sites to help market and advertise brands and products.
The Meaning and Development of Public Relations, Definitions of Public Relations. Public Relations' Relationship with other Functions/Professions - Advertising, Marketing, etc. History and Development of Public Relations in the UK and globally. Professionalism and Industry Bodies.
Situation Analysis, Research, Objectives, Publics, Implementation, Budgets and Timetables, Evaluation. Planning and Managing a Public Relations Campaign.
News Values, the Inverted Pyramid, Format of a News Story, Writing a Lead, Types of Leads, Personal Leads, Anecdotal Leads, Quote Leads, Rhetorical Question Leads, Narrative Leads, Setting the Scene Leads, Odd, Unusual or Outrageous Statement Leads, Surprising Contrast Leads, You Leads, the End, Grammar, Characteristics of a Good Reporter, the Art of Interviewing, Levels of Journalism, Organising Information, the Writing Process, News Leads, the Remainder of the Story, Improving Your Writing, Writing a Press Release, Press Release Construction.
Blogs, Microblogs, Chatrooms, Delicious, Email, Flickr, Twitter, Instant messaging, Message Boards, Mobile Internet, New Media Releases, Online Conferencing, Online Surveys, Pay per click, Podcasts, RSS, Search Engines, SEO, Social Networking Service Sites, Video Sharing, Virtual worlds, VoIP, Wiki and Widgets.
Commercial Implications of the Internet, Social Interaction with the Internet, Web 2.0 and its Implications, Internet Convergence, the Network Effect, Internet Information Exchange, Internet Audience Size and Exposure, Internet Culture and Communication, Transparency and the Internet.
Online Communications Platforms, Online Communication Channels, Online Communication Mediums, Interactivity and Application of Communication Channels, Policy, Optimisation, Monitoring and Evaluation of Online Communications Channels, Online Communications Channels Planning and Implementation.
Local versus Global Communication, Landscaping Platforms, Channels and context, Online PR Organisational Analysis and Segmentation, Developing Online PR Strategies, Online PR Tactics and SEO considerations, Online PR Planning, Managing Online PR Risk and Opportunities.
Internet influence on News, Internet Journalists, Economics of Online News Production, Internet Critics and other influences, the PR Practitioner as an Online Publisher, Ethical Internet PR, Truthfulness and Duty of Care, Online Ethics, Debate, Guidelines and Best Practice. Monitoring and Evaluation of Social Media Discourse, Trends and Value. Policy Influences, corporate speak. Implications of Social Media for Corporate Social Responsibility.
Creative Writing for the Web, Writing for your Client, Relevant Content - Importance of, Simple versus Complex Messages, Keeping a Natural Flow to your Content, Optimising Content, Keyword Management, When to use Key Words, Ratio of Prose to Keywords, Importance of Homepage Content, Images and Art Text, Importance of Spell Checking, Using a Copywriter.
Identifying your target audience; Defining the Goals of your campaign; Defining a Clear Strategy for your Campaign; Knowing your unsanctioned community - what people are saying about you; Defining and Establishing your presence; Engaging your Customers; Deciding on the platforms and tools to use; Deciding on a Media Strategy; Hypersegment your audience; Implementing a Pilot Campaign and analysing the results; Identifying Key Risk Areas; The importance of Landing Pages; Interacting with your customers; Revising your campaign strategy.
What is Facebook; Who uses Facebook; How can Facebook benefit a business; Understanding the Facebook environment; Signing up for a Facebook account; Defining your profile; Editing your profile; Searching for and adding friends; Using the Facebook Wall feature; Using pictures on your Facebook profile; Using the News Feed feature; Controlling what people see - using the Hide feature; Facebook Messaging; Facebook Groups; Facebook Links; Facebook Applications; Browsing for Applications; Including Business Applications; Finding Help - the Facebook Community.
Introduction to Twitter; Understanding a Tweet; Decoding the elements of a Tweet; Signing up for a Twitter account; Creating and modifying your profile; Adding a profile icon; Finding people and uploading contacts; Following someone on Twitter; Adding followers to your account; Using Twitter Badges; Creating a Tweet; Working within the constraints of a Tweet - getting your message out in 140 characters or less; Re-tweeting; Sharing Links - Using TinyURL.com; Using Twitter with Mobile Devices; Using Twitter Goodies; Adding Twitter to Blogs; Connecting Twitter to Facebook, Direct Messages; Planning your Twitter Marketing Strategy; Building a Twitter Tribe.
Introduction to LinkedIn; The benefits of having a LinkedIn account; Creating a LinkedIn account; Modifying your user profile; Finding colleagues already on LinkedIn; Building your network; Connecting to the people you want - using Referrals; Making Referrals; Using InMail to contact people outside your network; Searching for a Job on LinkedIn; Getting help - exploring the LinkedIn learning centre; Using LinkedIn Applications.
Introduction to Blogs; A brief history of Blogs and Blogging; Creating a Blog - Introduction to Blogger; Registering with Blogger and creating your first Blog; Creating good content for your Blog; Using Templates to format the appearance of your Blog; Publishing your Blog; Uploading pictures and videos to your Blog; Creating links with other Bloggers; Making people aware of your Blog - The use of RSS; Adding an RSS Feed to your Blog; Adding Gadgets to your Blogger account; Comparing Blogger and Wordpress; Using other Blog software.
The project is an important part of the course. Each course participant is given the project brief. Participants are asked at the end of the course to produce a Public Relations & Social Media Pitch Proposal with their recommendations to the examiners. This gives participants the opportunity to use the knowledge they have obtained during the course in a focused way and develops relevant pitching skills.
Online Lecture Modules, Subject Expert Feedback Sessions after each Module, Practical Case Studies, End of Module Assignments, etc.
Fitzwilliam Institute Group maintains a panel of qualified Subject Experts.
Anyone working in marketing or advertising, in an entry or support position, or those who wish to make a career change to Internet Marketing. The course will also benefit anyone who has public relations, internet marketing or online advertising as part of their job specification.
Successful students qualify for the Certificate in PR & Social Media (Cert. PR & Social Media). The Certificate is awarded at Distinction, Credit or Pass Level. This course is accredited by the Institute of Commercial Management and is Industry and Internationally recognised in over 130 different countries worldwide.
Enrolment for this course will commence on the 25th May 2012.
6 weeks to 6 calendar months depending on individual progress.
There is no application form. The course can be booked and paid for online through our website at our payments page. If you have any additional queries after reading this brochure we simply ask you to contact us by phone or email and ask to be booked in for a consultation; we will then arrange a time convenient for you.
£495
All course material is included in the fee. Fees are payable by credit card, debit card, bank draft/transfer, cheque or PayPal. All fees must be paid before the course starts.
Request a Brochure for this Course.
Every effort is made to ensure accuracy; however responsibility is disclaimed for any error or omission in this brochure.
Fitzwilliam Institute Group closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute Group reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this web page. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute Group. Distance learning courses are provided by the Fitzwilliam Institute Ltd.
Existing students can log in here.
Fitzwilliam Institute Group, 175-185 Gray's Inn Road, London, WC1X 8UE. Tel: 020 7812 0708 Fax: 020 7812 0650
