Digital and Social Media PR

Course Description

In today’s digital age, social media and influencer collaborations play a pivotal role in shaping public relations strategies. This module delves into the dynamic world of digital and social media PR, focusing on how to harness these platforms effectively to enhance brand visibility, engage with audiences, and manage reputations. Through a comprehensive exploration of social media’s impact, content creation, distribution strategies, and analytics, students will gain hands-on experience in managing modern PR campaigns.

Topics Covered

1. The Role of Social Media in PR
   • How Social Media Platforms Are Reshaping PR Strategies: Learn how platforms like Facebook, Twitter, Instagram, and LinkedIn are transforming traditional PR approaches. Understand the shift from conventional media to digital-first strategies and the implications for brand communication.
   • Building an Engaging Social Media Presence: Discover best practices for creating and maintaining an engaging presence on social media. Explore strategies for crafting authentic content that resonates with target audiences and encourages interaction.
   • Monitoring and Managing Social Media Reputation: Gain insights into tools and techniques for monitoring brand reputation on social media. Learn how to respond to feedback, manage crises, and uphold a positive brand image.
2. Content Creation and Distribution
   • Developing Compelling Content for Social Platforms: Explore methods for creating content that captures attention and drives engagement. Focus on writing compelling copy, designing visuals, and using multimedia effectively.
   • Content Distribution Strategies Across Different Media Channels: Understand how to distribute content across various platforms to maximize reach and impact. Learn about scheduling, cross-promotion, and leveraging different media channels.
   • Case Study: Social Media Crisis and Recovery Plan: Analyze a real-life social media crisis to understand the dynamics of managing negative publicity. Develop a recovery plan that outlines strategies for restoring brand reputation and rebuilding trust.
3. Social Media Analytics and Measuring PR Impact
   • Tools for Tracking PR Success on Social Platforms: Get acquainted with analytical tools and software used to measure PR effectiveness on social media. Learn how to use data to inform strategies and improve campaign outcomes.
   • Key Metrics and Performance Indicators: Identify essential metrics for evaluating PR success, including engagement rates, reach, impressions, and conversion rates. Understand how to interpret these metrics to gauge campaign performance.
   • Practical Exam: Create a Social Media Content Calendar for a Company and Evaluate Its Performance: Apply your knowledge by creating a content calendar for a hypothetical company. Evaluate the performance of your content based on real-world metrics and provide insights for optimization.

This module provides a comprehensive overview of how digital and social media influence modern PR practices, equipping students with the skills needed to navigate and excel in this evolving field.