Benefiting from over 30 years’ experience, Fitzwilliam Institute’s online Diploma in Online PR course features:
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.
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.
Date, Headline, Structure, Wording, Contact Details, Note to Editor. Structuring a Press Release - the Inverted Pyramid Model. The appropriate use of Language for Press Releases. As part of the teaching of this section, students will also cover such issues as, being able to provide reasoning for the Press Release Content, Distribution Lists, Additional Information to be added for a Press Pack, a description of a Photographic Idea and Caption. Writing Styles for different Media and Publics. Analysing a number of Press Releases, and the Media Coverage generated.
Preparing Clients for Interviews, Interviewing Styles and Techniques, Audiences, Preparing Questions and Answers, use of Newsworthy Quotes.
Statements - Tone, Wording, Structure, Clarifications. Speeches - Preparation, Audience, Speech Notes, Structuring of Speech, Use of Language.
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.
What is Social Media?; A brief history of Social Media; How Social Media Works; Why should a business use Social Media; The power of Social Media in the Marketing and Advertising Arena; Introduction to Social Media Marketing Techniques; Understanding your audience; Social Network Platforms and Applications; Media Distribution; Establishing new categories of relationships with your customers; Accumulating Social Capital; The future of Social Networking.
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; The Architecture of a Facebook Page; Understanding Facebook Advertising; Developing a Facebook Marketing Plan; Facebook Groups, Hosting Facebook Events; Case Study Sites.
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; Case Study Sites.
Introduction to YouTube; Understanding YouTube; Browsing on YouTube; YouTube as a social media site; YouTube as a business tool; YouTube as an educational tool; Creating a YouTube account; Linking to your Gmail account; Creating a video for YouTube; Using Open Source Video Editing Software; Adding voiceovers, soundtracks and special effects to your videos; Formatting Videos for Uploading; Uploading Videos to YouTube; Downloading videos from YouTube; Linking and Embedding videos in your own website; Posting comments on other peoples videos; Comparing YouTube and Facebook; Sharing Videos with Facebook; Sharing Videos with Twitter; Case Study Sites
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; Case Study Sites.
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; Case Study Sites
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.
Understanding Web Metrics and Analytics; Standard Web Metrics; Social Media Metrics; Identifying your current site statistics; Defining what metrics are to be measured - Content, Relevance and Impact; Benchmarking; Identifying your Return On Investment (ROI); Setting Goals; Finding out what sites are actually driving traffic to your website; Deciding on a Web Analytics solution; AWStats and Google Analytics; Introduction to Google Analytics; Setting up a Google Analytics Account; Integrating Google Analytics Tracking Code into your web pages; Setting up Goals in Google Analytics; Other methods of analysing web metrics.
RSS Feeds, Public Relations Writing, Articles and Press Releases, Web Public Relations Campaign Management, Articles and Print Media, Press Release Writing, Successful Article Writing, Effective Press Releases, Media Outlets, Outsourcing, Dealing with Distribution Companies, Frequency of Press Releases and RSS Feeds.
Introduction to Search Engine Optimization: How people search the web, Determining your objectives and defining your site audience, Planning your SEO campaign, Keyword Generation, Adding Content and Meta Tags, Link Building, Developing an SEO Friendly Website, Optimizing your site for Major Search Engines, Submitting your website URL to Search Engines, Local Business Listings, Pay Per Click and Google AdWords, Measuring your results - Web Metrics, Things to that might adversely affect your SEO, Working with SEO Plug-Ins
Google Adwords features; Adwords Policies; Google Adwords Distribution; Google Adwords Pricing and Ranking; Position Performance; Google Account Creation and Navigation; Google Keyword Matching; Google Location Targeting; Google Text Ad Creation; Google Reports, Analytics and Conversion Tracking, Google AdSense.
What is e-commerce?; Definitions; Advantages of e-commerce; Limitations of e-commerce; The 1st and 2nd waves of e-commerce; Categories of e-commerce; Methods of accepting payments online; Working with PayPal; Electronic Wallets; Metered Payments; Off the shelf e-commerce solutions.
What is HTML?; The structure of a HTML web page; Introduction to HTML Tags; The html, header, body and title Tags; Creating a basic HTML web page; Working with text; Basic formatting - the bold, italic and underline Tags; Other formatting Tags - the Paragraph Tag and the Heading Tags; HTML Attributes; Working with Hyperlinks; Using colour in a web page; Working with Images; Formatting images for the web; HTML Lists - ordered Lists, Unordered Lists and Definition Lists; Creating Tables in HTML; Formatting Tables.
What is XHTML?; Why XHTML is important; Differences between HTML and XHTML.
What is CSS?; How does CSS work?; The three types of Cascading Style Sheets - In-Line CSS, Internal CSS and External CSS; Examples of formatting using CSS; Linking a web page to an external CSS page; Formatting the page with CSS; Font and Text formatting; Working with Links.
Preparation, Content, Structure, Delivery, Visual Aids, Management of Locations and Audiences.
The course was very impressive, even for the more mature students, especially the PR in Practice and Stakeholder management sections. It certainly enhances the scope of your career positioning and overall communications understanding.
I would recommend it for people in all aspects of Communications and Public Relations as a beneficial part of professional development. - Suzanne Angley, Luas Cross City
The PR and Event Management Course was a great decision for me. My main job is not in PR or Event Management but this is something I had an interest in and has helped me within my own job where I am involved in sports and Social Events and outside work hugely by the skill sets which I picked up while working on my PR Campaign I’ve applied to other areas of my life outside. PR people are experts in communication and through the course you learn from your teachers about presentation skills and gain a broader knowledge in areas such as politics and real life examples of PR in action. I recommended this course to my friend who is attending the evening classes this year and enjoying it also. - Aoife Murphy, Irish Life
On successful completion of this course you will receive a Diploma level qualification that is certified and awarded by the ICM (Institute of Commercial Management)
The Institute of Commercial Management was founded in 1979 and is one of the leading Professional Examination and Certification Bodies in the world today. Fitzwilliam Institute have developed and provided practical skills training courses in liaison with the Institute of Commercial Management qualifications and certifications framework for over 25 years. The Institute of Commercial Management certifications and continual professional development training awards are recognised by leading industries, bodies and professions.
Duration: You will have full access to online resources and subject expert support for one calendar year. However, you can complete the course in as little as 4 - 6 months, by dedicating 6-8 hours of study per week.
Course Fees: 795.00 GPB
To secure your place on the course the full fee is required. All fees must be paid in full before the course begins. Please note, the full course fees are inclusive of all course materials and certification costs.
Enrolment intake is strictly limited on this course. Early application is advised. Places are allocated on a first come first served basis.
Fitzwilliam Institute closes on Bank Holidays and for a number of days at Christmas and New Year. Fitzwilliam Institute reserves the right to postpone, cancel or alter courses without notice or to change any of the details in this brochure. Fees are not refundable unless the course is cancelled by Fitzwilliam Institute. Distance Learning courses are provided by Fitzwilliam Institute BGLS Ltd.
Year on year, we have the pleasure of training students from top
UK and international companies. See where our most recent students come from and find out what they have to say.