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Course Overview

The digital age has transformed public relations. Social media platforms amplify both opportunities and risks: positive messages can go viral, but crises can escalate within minutes. PR professionals must be prepared to design data-driven digital strategies, manage online communities, monitor sentiment, and respond swiftly to protect and enhance reputation.

This ten-day course from EuroQuest International Training explores the role of social media in PR campaigns, digital content creation, influencer engagement, online crisis management, and analytics for measuring impact. It integrates governance, ethics, and foresight to ensure communication strategies are transparent, responsible, and resilient in a constantly evolving digital environment.

Course Benefits

• Design digital PR strategies aligned with organizational goals

• Apply strategic foresight to anticipate online risks and opportunities

• Strengthen engagement across major social media platforms

• Manage digital crises and protect brand reputation

• Use analytics to measure and optimize digital PR impact

Why Attend

Today’s audiences expect fast, authentic, and transparent communication. This course enables PR professionals to harness the power of digital platforms to engage stakeholders, manage crises, and build lasting trust and credibility.

Training Methodology

• Structured knowledge sessions

• Global case studies of digital PR successes and failures

• Scenario-based simulations of social media crises

• Conceptual frameworks integrating foresight and governance

• Reflective exercises on digital brand leadership

Course Objectives

By the end of this training course, participants will be able to:

• Define frameworks for digital communication in PR

• Build integrated social media and digital PR strategies

• Engage with stakeholders and online communities effectively

• Monitor digital sentiment and respond to reputational threats

• Create impactful content tailored to multiple platforms

• Apply foresight to anticipate online crises and opportunities

• Manage influencer partnerships ethically and effectively

• Ensure compliance with digital communication standards

• Leverage analytics and KPIs for performance tracking

• Strengthen organizational resilience in digital PR practices

Course Outline

Unit 1: Digital Transformation of PR

• Evolution from traditional PR to digital-first strategies

• Role of social media in modern communication

• Strategic value of digital PR in reputation management

• Case studies of digital PR transformations

• Linking digital PR to organizational goals

Unit 2: Social Media Platforms and Strategies

• Overview of major platforms (LinkedIn, Twitter/X, Instagram, TikTok, Facebook)

• Platform-specific engagement strategies

• Matching content formats to audience needs

• Multi-channel campaign integration

• Social listening and community management

Unit 3: Content Creation and Storytelling in Digital PR

• Principles of engaging digital storytelling

• Visual, video, and interactive content strategies

• Balancing corporate and authentic voices

• Building brand narratives for digital channels

• Case insights into viral content campaigns

Unit 4: Stakeholder and Community Engagement

• Mapping digital stakeholders and audiences

• Building trust through transparency online

• Managing feedback, criticism, and user-generated content

• Influencer engagement strategies

• Ethical considerations in community management

Unit 5: Crisis Communication in Social Media

• Crisis escalation in digital environments

• Rapid-response frameworks for online PR crises

• Preparing holding statements for digital platforms

• Case studies of digital crisis communication

• Post-crisis reputation repair strategies

Unit 6: Strategic Foresight in Digital PR

• Scenario planning for online risks

• Anticipating emerging platforms and digital shifts

• Early-warning systems for reputational threats

• Using foresight to design adaptive PR strategies

• Global foresight lessons in digital communication

Unit 7: Governance, Ethics, and Compliance in Digital PR

• Regulatory frameworks for digital communication

• Managing transparency and accountability

• Ethical dilemmas in influencer and sponsored content

• Data protection and cybersecurity considerations

• Governance in digital PR decision-making

Unit 8: Analytics and KPI Tracking in Digital PR

• KPIs for digital PR effectiveness

• Social media analytics and dashboards

• Sentiment analysis and trend monitoring

• Linking analytics to strategy and decision-making

• Continuous improvement in digital PR strategies

Unit 9: Digital Campaign Design and Execution

• Steps in planning digital PR campaigns

• Message design and channel selection

• Resource allocation and timelines

• Integrating campaigns with corporate communication

• Measuring ROI of digital PR campaigns

Unit 10: Cross-Cultural Digital Communication

• Managing global audiences across digital platforms

• Adapting messages to cultural differences

• Cross-cultural challenges in digital engagement

• Global best practices in online communication

• Lessons from multinational campaigns

Unit 11: Internal Digital Communication and Employee Advocacy

• Role of employees as digital brand ambassadors

• Internal platforms and digital engagement

• Aligning internal and external communication

• Building employee advocacy strategies

• Leveraging internal engagement for external credibility

Unit 12: Future of Social Media and Digital PR

• Emerging trends in digital communication

• AI, automation, and chatbots in PR

• Metaverse and immersive digital engagement

• ESG and sustainability narratives online

• Consolidation of course insights

Target Audience

• PR and corporate communication managers

• Marketing and brand executives

• Digital and social media managers

• Crisis communication and reputation officers

• Consultants advising on digital PR strategy

Target Competencies

• Digital PR and social media strategy

• Foresight in digital communication risks

• Online crisis communication and resilience

• Stakeholder and influencer engagement

• Analytics and KPI tracking in digital PR

• Governance and ethics in digital media

• Cross-cultural digital communication

Join the Social Media and Digital Communication for PR Training Course from EuroQuest International Training to master digital PR strategies, strengthen stakeholder engagement, and safeguard brand reputation in today’s fast-moving online world.