Digital media at first gave us the perception that communicating with our audience is easy, direct and free, but over time we realized that social media is not enough. To find our audience and communicate events, products, and places, we also need to take into account traditional media such as radio, newspapers, magazines. Besides that, blogs, podcasts, newsletters can also consolidate our communication and help us reach far.
Target audience
Press Officers and Managers, Marketing and Communications, Public Relations, Event Organization, Social and Digital media.
Methodology
After a theoretical part, best practices and concrete tools to manage the communication of an event, product, place, brand will be analyzed. You will reason by communication objectives, design content by identifying an end audience in order to build a concrete and effective strategy.
Duration
Course of 3 meetings in webinar mode.
Goals
– Define the role of the press office and what tools it can use
– Learn how to make connections with those who receive our communications
– Evaluate new and alternative channels to the traditional press office to promote events, products, brands.
Program
– Definition of press office.
– What does a press office do?
– Does it still make sense to involve traditional media in our communication strategy?
– How communication works and how to structure a strategy: goals, outcomes, audience, tone of voice, content, context.
– Gathering contacts.
– How do we build a contact database?
– What tools do we have to collect addresses?
– How to build a press review?
– How to write a press release, a newsletter, a post for the company blog: long texts to reach the audience.
– Blogs, newsletters, podcasts, aggregators
