Get to know the tutor of this course: Charlene White
Charlene is a master Digital PR expert who has coached thousands of PR professionals all over the world, as well as numerous agencies and in-house teams, on how to plan and execute Digital PR strategies to be a better PR practitioner.
With an extensive background in journalism and Corporate Communications, Charlene has cracked the code when it comes to leveraging an integrated Digital PR strategy with new digital tools, data insights and processes to successfully reach key audiences in today’s complex digital world.
Having worked in high profile comms roles in New Zealand, the UK and Middle East, Charlene has distilled more than 20 years of comms experience into an easy-to-follow digital communications process that captures audiences in both digital ‘browse’ and ‘search’ mode.
She is a highly sought after PR coach and consultant in Australasia, an accredited trainer for the Public Relations Institute of New Zealand (PRINZ) and the Public Relations Institute of Australia (PRIA). She is also a mentor and guest lecturer for Auckland University of Technology’s (AUT’s) Communications’ faculty.
“Digital has changed the game for everyone!
Whilst most PR pro’s are implementing some form of digital in their PR campaigns, many still aren’t going far enough and harnessing the power of Digital PR to elevate a brand’s overall online authority, reputation, visibility, and trust.
To succeed in today’s Digital Age, you now need to go wider with your PR work and incorporate real data, digital tools and new processes in order to reach your audiences. Digital PR provides us with the blueprint to do that, and also the ability to measure our impact in ways that now show, more than ever, the true value of our work.
This course shows you how.
I guarantee it will change the way you see, think, and design your PR/communications’ strategies forever!”
Diploma in Digital PR – This program provides you with a step-by-step overview of Digital PR and how to incorporate it into your everyday work to thrive in today’s fast-paced, ‘always on’ environment.
Course Module List:
- About Digital PR
- Search and Online Authority
- Digital PR Tools
- Benchmarking and Strategy
- Creating Content for Humans and Search Engine Spiders
- Media
- Channel Activation
- Measurement
- Assignment
The course covers:
- What is Digital PR?
- How the PR/Communications landscape has changed and what skills you need now to ensure you remain relevant
- How to go wider with your work to reach audiences in both ‘SEARCH’ and ‘BROWSE’ mode
- How to create a Digital PR omnipresence that grows your digital footprint and online reputation
- How to set vital key measurement goals and metrics that show the true value of your work
- The five-step Digital PR process which includes:
- How to use new Digital PR tools and data analytics (most of which are free) to understand what your audience wants to build more informed campaigns that meet their needs and be rewarded online
- How to carry out an online digital reputation assessment of your brand digital footprint upfront
- How to create optimised, authentic content to grow your brand’s online authority and so it turns up in the right places online, at the right time
- How to create an omnipresence via an integrated Digital PR plan by combining ‘Owned’, ‘Shared’, ‘Earned’ and ‘Amplified’ media channels
- How to leverage media specifically for digital and why it is one of your ‘secret weapons’ when it comes to growing your online authority
- How to incorporate new digital measurement metrics and tools into your work to show the true value and impact of your work – beyond ‘sentiment’ and ‘column inches’
Certification
On completion of your assignment in module 9, certification will be awarded from the Global Institute for Public Relations
Find out about all our courses here – and if you have a question please get in touch. You can follow us on Linkedin and Twitter.
