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Gauteng Business News

Digital strategy for public relations and communication

 


The disruptive, organic and rapidly changing environment of communication technologies provide many challenges for digital public relations teams to remain relevant, authentic and engaging. In a noisy, fragmented and cluttered online environment where anyone is a publisher, public relations, branding and reputation management strategies are becoming more agile, collaborative and measurable.


Increasingly, digital public relations teams are faced with an online environment where erratic consumer attitudes typically range from being highly critical to being passionately in love with their favourite brands. In addition, a large fraction of consumers remain passive lurkers on social networks. As a result, the ability to achieve business return on investment for money spent on digital strategies requires highly competent and skilled public relations teams.



The two-day workshop seeks to equip delegates with the necessary tools to address the strategic challenges facing digital public relations teams. The practical workshop is suitable for anyone who aspires to enhance their skills in digital marketing, content marketing, social media management and online reputation management.



Topics include the following:

oHow to address the challenges and trends in a rapidly changing digital environment

oHow to write integrated digital strategies and identify metrics for measurable return on investment (ROI)

oHow to compile content calendars for digital public relations and marketing strategies that support business and brand objectives

oOptimising storytelling and brand resonance in the converged media space using relevant and authentic paid, owned and earned media

oThe strategic use of influencer marketing and co-creation in brand communities

oOnline reputation management and proactively mitigating reputational risks, social media backlashes and other potential online crises

oReflecting on case studies in best practice, both locally and internationally.







About our facilitator

Dr Maritha Pritchard is a lecturer in the Department of Strategic Communication at the University of Johannesburg. Her published research interest is digital media and she has presented on the topic at several local and international conferences. Maritha has over 20 years` industry experience and regularly presents social media workshops for the Public Relations Institute of Southern Africa`s CPD programmes. She is also a judge in the digital and social media marketing category for the annual PRISM awards for excellence in the public relations industry. She is also the lead editor for a new text book that will be published by Juta, Connect: Writing for Online audiences.


Hosted By: Public Relations Institute of
Date of Event: 2018-07-02
Venue: 108 Bram Fischer Drive, Ferndale, Randburg
Contact Person: cpd@prisa.co.za
 
 
 
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