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Mar 16

Developing a Digital PR content strategy. A Masterclass with Charlene White

March 16, 2022 @ 9:30 am - 12:30 pm

$395.00 – $595.00

16 March 9:30 pm - 12:30 pm

This course has a minimum number requirement, so please book early to ensure the course is not cancelled.


The world of PR, influencing and story-telling for brands has changed dramatically in just a few short years thanks to digital. Our audiences behaviours are constantly changing. They’re online, savvy and fully in control of where and who they get their news and information from. Media is now just one channel in the mix.

As a PR practitioner, we need to continually evolve our PR and content strategies to meet the needs of our audiences, both online and offline, in order to be found where and when they are searching for us.

This Digital PR content strategy workshop will help you understand how PR now fits into the wider online universe and how to design a highly effective content strategy that when executed, achieves real measurable results.

This workshop will cover:

– Why PR has changed and how to adapt to new audience behaviours with digital

– How to visualise and plan a Digital PR content strategy, end-to-end

– New tools to help you understand what your audience wants and what content to create for them

– How to gear your content so it turns up in the right places online – not just by accident

– New measurement metrics to truely prove your content is a success

If you’re keen to be a Digital PR trail-blazer in the industry, then this course is for you!


Charlene White, Digital PR course facilitator

The course is run by Auckland-based Digital PR expert, Charlene White, who coaches PR agencies, in-house Comms teams and individuals on how to expand their PR skills beyond traditional media and PR techniques.

Having worked in high profile Corporate Comms roles in New Zealand, the UK and the Middle East, Charlene saw the impact the Digital Age was having on the Communications industry a few years ago – but found a lack of clarity and resources available to help PR pros learn and adapt to the new digital world.

As a result, she spent several years studying Digital PR from some of the best in the business. She has since developed a comprehensive yet, easy-to-follow, Digital PR process of her own which smashes traditional PR techniques together with new digital tools, data, SEO and measurement metrics to capture audiences in both digital ‘Browse’ and ‘Search’ mode.

Having seen the success her process was creating for her consulting clients, she launched DigiPR in 2019 to help PR pros lift their digital game.

Since then, she has coached hundreds of corporate teams, agencies and individuals on how to expand their digital skills and client offerings and to show the true value and impact of their work…beyond column inches and sentiment.

As well as being a trainer for PRINZ, she is also a coach for the Public Relations Institute of Australia (PRIA) and a mentor for Auckland University of Technology’s (AUT) Communications’ faculty.

This course content aligns with the communication capabilities section of the Global Capability Framework with particular emphasis on this summary:

Communication Capabilities

  • 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.

The ticket prices are GST inclusive. Please be aware of PRINZ payment and cancellation policy.


March 16, 2022
9:30 am - 12:30 pm
$395.00 – $595.00




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