professional development courses

  • Professional Development Courses

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Harnessing the Power of Online Public Relations

Today’s media stretches beyond the conventional press. Society itself has become the media. Consumers, end-users, bloggers and journalists are the new propagators of your publicity campaigns. As a PR professional you deserve to further develop your skills a web communications master. This two-day marcus evans training explains the fundamentals of how to reach and captivate your online media audiences, from journalists to end consumers, as well as key influencers, partners and providers. This highimpact event combines up to the minute PR online insights and practical exercises – all designed to –super-boost your online PR effectiveness – whatever your business or organisational need.

Turning 'Theory' into 'Practice'?

This training shows and encourages you to turn PR announcements into social and business conversations that are discussed and heard throughout your global communities. You’ll be taken on a compelling journey that shows how every stage of your PR campaign, from planning events to hosting conferences, writing press releases and much more besides… is affected by the OPR (Online Public Relations). Having attended the event you’ll be equipped to reach further and deeper into the psyches, and so awareness of your audiences. Throughout the event you’ll be challenged with exercises and discussion that help turn theories into practice, these include devising an online PR campaign, planning PR launches, writing online e-newsletters, and exploiting social media networks.

Who should attend?

PR/Marketing Managers, Brand Managers, Marketing Managers, Communications Officers, PR/Marketing Executive Digital PR Manager, MarComs Manager, MarComs Executive

Key areas to be covered in the programme and documentation

From paper to screen – the development of Online Public Relations
• The PR ‘open channel’ timeline
• The online PR Tsunami
• The Public Relations’ porous membrane
• The fall of brand trust and rise consumer choice
• The language of online PR
• From social to business – the new PR networks 

Practical Online PR tools
• Writing and publishing online press releases
• Planning e-zines
• Producing Video News Releases
• Producing Podcasts 

Expanding your PR communities
• Writing corporate blogs and podcasts
• Addressing bloggers
• Leveraging the PR power of Twitter, Facebook, Linked-in etc
• Exploiting PR contact systems - from email to video blips
• Understanding YouTube as a PR channel
• The power of online images (video and photoblogs) 

Targeting your campaign
• Using online press contact agencies
• Reaching beyond traditional channels
• Building communities for your brand
• Realizing tangible assets from virtual promotions 

Measure and monitoring PR
• Examine and evaluate coverage
• Measuring online campaigns
• SEO and PR
• Using online education as a PR tool 

The Brand and PR
• The psychology of online perceptions
• Designing charismatic viral PR campaigns
• Using online PR at events
• Webinars and teleconferences
• Other PR broadcast channels 

Where next?
• The international context of online PR
• Politics and hijacking the web as propaganda PR tool
• The future of PR
• E-readers
• Web 3.0

Benefits to you

• Reach and influence key PR contacts
• Integrate social media and business needs
• Monitor and monetize your PR channel
• Understand PR ‘mash-up’ content
• Exploit new social media opportunities
• Amalgamate traditional and online PR strategies

Companies already benefiting include:

Duration of Course

2 Day Course

Course details

This course is currently only available as an in-house option. For more information, and a quote, contact our team on +44 (0)20 3002 3057, or by email at

Looking to train larger teams in this subject?

dzingim@marcusevansuk.comTailored in-house/in-company training courses and bespoke strategy workshops designed and delivered on-site throughout Europe according to your specific requirements.

All management, personal development and project management public courses featured in our Course Directory are also delivered on an In-Company basis.

Click Here for information on how this course can be delivered for you as an In-Company Training Solution


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Further information

UK Enquiries: +44 (0) 203 002 3057

Non-UK Enquiries: +420 (0)2 5570 7246

North American Enquiries: +1 312 540 3000 X6714 or - Marketing Manager EMEA - Professional Training

UK Enquiries: +44 (0)20 7647 2383 :
European Enquiries: +420 (0)2 5570 7246 :


"This course will allow my company to develop its existing strategies to a much greater and hopefully profitable level."

Managing Director, Tarmac