Module 1: Writing for PR It is important for PR professionals to understand the difference between writing for the Web and writing for offline media. This section will cover how the Internet and its principles fit into and are changing the PR landscape, and what this means for professional writing. Students will learn about the differences between a traditional press release and an online one, and how to write one for the Web. You will also learn how to optimise your content for search and for social media so that it is easy for your consumers to find.
Module 2: Distribution In the previous module on Writing for PR students will have learnt how to write PR content for the Web, whether it is writing a press release or articles which are in no way direction promotion of your website. Thus one of the key tactics of webPR is learning how to distribute an article or press release on the Internet. This is so that you ensure that your content reaches your consumers most efficiently, adds value and builds awareness of your brand. Students will also have the opportunity to learn about Social Media and its use for PR, and how it can be leveraged to distribute your content online.
Module 3: ORM The growth of social media has given consumers a voice on the Internet, and its connected nature makes these opinions easy to share. These views, whether positive or negative, have an effect on the way a brand is perceived and ultimately affects a brand’s entire reputation. This section on Online Reputation Management (ORM) outlines the process which PR professionals should to follow conversation about a brand online. It will cover what ORM is, how it is applied to PR, and what ORM tools are available to monitor, track and measure your brand’s online reputation.
Module 4: Goal Setting and Measurement The last module will cover what a PR professional needs to know about measuring the effects of a PR campaign online and the challenges involved. It will teach you the basics of goal setting for a campaign and deciding on which factors you will consider when measuring its effects at the end of the day (e.g. buzz, word of mouth, leads) and whether you should be measuring everything. Case studies will be included to highlight some of the key tactics outlined in the course, which will show how some brands have been successful (or unsuccessful) in execution of PR campaigns.
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