Advancing Digital Strategy
December 9 @ 9:30 am - 4:00 pm
Are you caught in a maelstrom of social media content? Are you constantly creating material to fill the networks but feel you aren’t really getting anywhere? Then the time is right to discover if you have the right strategy – one that will develop and support key relationships for your organisation and help you achieve your business or organisational outcomes.
This session helps you join the dots of digital practice, examines your online activity and how it can be developed to support your overarching communication and organisational strategies. It looks at the relationship between online and offline engagement and sets you on your way to developing a coherent and effective digital strategy for your organisation.
- Planning online engagement
- Identifying online communities – the new search imperative
- Using data effectively
- The influencer conundrum
- The developing role of artificial intelligence in online reputation
- Ten steps towards developing and implementing a sound digital strategy
- Measuring and evaluating social media programmes
- Social media ethics, regulation and the practice shifts ahead
- Understanding and knowledge of trends and patterns within the digital environment
- Understanding and knowledge of social media strategy and implementation
- Understanding and knowledge of social media measurement
- Understanding and knowledge of social media resourcing
Who should attend?
This is a practitioner level session (two – four years’ experience +) aimed at those who are familiar with social media and the digital toolbox but looking to develop a strategic approach for their clients or organisations. Those new to the online environment, or with limited experience of social media should consider the PRINZ Social Media Boot Camp as a first step towards improving their knowledge.
Catherine Arrow, LPRINZ, FCIPR, Founding Chartered Public Relations Practitioner
Catherine Arrow is an international public relations consultant and educator. She heads PR Knowledge Hub Ltd, a learning and development centre for public relations and communication professionals delivering online and face-to-face training.
A PRINZ Life member, a Fellow of the Chartered Institute of Public Relations and a Founding Chartered Public Relations Practitioner, Catherine serves on the Global Alliance Advisory Council following eight years of service as board member and secretary of the Global Alliance for Public Relations and Communication Management.
Alongside her training and consultancy work, she lectures and speaks about public relations in New Zealand and around the world. Recent publications include a chapter on future public relations practice in the CIPR book, ‘Lessons from Expert Practitioners’. Her career spans the Northern and Southern Hemispheres and, in 2012, was presented with the PRINZ President’s Award for exemplary contribution to the profession.
This course content aligns with the communication capabilities section of the Global Capability Framework with particular emphasis on this summary:
- To align communication strategies with organisational purpose and values
- To identify and address communication problems proactively
- To conduct formative and evaluative research to underpin communication strategies and tactics
- To communicate effectively across a full range of platforms and technologies.
This course has a minimum number requirement, so please book early to ensure the course is not cancelled. If you are booking travel or accommodation, please check with the office first that the course is taking place.
Please be aware of PRINZ payment and cancellation policy.
A student priced ticket to PRINZ courses is sometimes available for PRINZ Student members. Please email the office if you are a student member and would like to attend this course.