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Using Digital for a PR Campaign: Building a Brand Newsroom

Start Date Monday, 11th December 2017
Duration Full Day
Start & Finish Time 9am-5pm
Trainer O'Connell Ivory
Places 10
Location TBC
Members Fee €130.00
Non-Members Fee €150.00

Book / Request a place on this course

To book/request a place on this course, please complete the following online form.


This one-day course gives a comprehensive overview of how digital social media is revolutionising PR.


Participants will come away with:

An ability to create relevant and compelling audience-first digital PR campaigns on the right channels for your business

An understanding of the concept of a ‘brand newsroom’ and how to make best use of the digital and social media tools available

An understanding of social media channels for business, including Facebook, Twitter, Instagram, Linkedin, Snapchat

Practical tips and advice including how to write for digital media, how to utilise corporate storytelling best practice, and how to build an editorial calendar

Who Should Attend?

Ideally suited to start-up- and SME-owners who want to learn about digital media; digital marketing specialists and website managers who want to take a more strategic approach to building a brand newsroom, and people with a background in PR/marketing who want to learn about new approaches to their craft


Using Digital for a PR Campaign: Building a Brand Newsroom

1. Tearing up the PR rulebook: How Digital is Redefining PR & Marketing
· How digital is disrupting PR and marketing
· What is ‘brand journalism’?
· Applying the Principles of Storytelling to your Brand`
· Defining Your Brand Vision: What’s Your Elevator Pitch?
· Putting Your Audience First
· Setting Out Your SMART goals
· Establishing your Story Arcs
· Filling your Content Buckets
· Choosing the Right Marketing Channels for your brand

2. Building A Brand Newsroom
· Applying the principles of storytelling to your brand
· Finding your brand voice
· Corporate doesn’t have to be boring: The elements of a compelling corporate blog
· Meeting your customers where they are: Understanding Facebook, Twitter, Instagram, Linkedin, Snapchat

3. Telling your story on social media
· The principles of social media marketing
· Using video to boost your presence on social
· Influencer Marketing: How influencers can help build your brand

4. Writing for Digital Media
· 21 top digital writing tips

5. Practical Next Steps: Creating and implementing an Editorial Calendar
· How an editorial calendar can help your brand flourish
· The six steps to creating a compelling, relevant calendar that can grow with your business
· Guide to editorial calendar tools

About this form

The purpose of this booking form is to gather profile information about participants on programmes funded by Skillnets from the National Training Fund through the Department of Education & Skills (DES). Only aggregated participant data will be reported to the DES. Separately, Skillnets will inform the Department of Social Protection (DSP) about the attendance of individuals in receipt of income support from DSP on short courses (i.e. 20 days or less). This is part of an arrangement with the Department, which supports the participation of its clients on Skillnets programmes.

Please Note: The number of free places available on this course are limited, and may already be allocated. In filling in this form, you are requesting a place on this course as opposed to making a confirmed booking. A member of our training team will be in touch closer to the course start date to advise if we are in a position to offer you a place on this course. If we are not able to offer you a place on this course, your request will be kept on file for future courses.

As an ongoing quality control measure and to ensure the highest possible standard of training, courses may be inspected from time to time.


BiznetCork Skillnet is funded by member companies and the Training Networks Programme, an initiative of Skillnets funded from the National Training Fund through the Department of Education and Skills.

NDP - Education and Skills - Skillnets - Finuas

For further information please visit

Cork Chamber©, Fitzgerald House, Summerhill North, Cork, T23 TD90, Tel: (021) 4509044, Email:, Company Registration Number - 13918

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