Digital Media and Public Relations Officer

Module 1: Evolution of public relations in the digital age

• How digital disrupted traditional PR
• Media convergence and the rise of influencer PR
• Setting the tone: owned, earned, and paid media
• Understanding online audiences and digital behavior

Module 2: Building a strong digital PR strategy

• Creating a narrative: positioning and messaging frameworks
• Digital campaign planning: KPIs, audiences, and objectives
• Tools and platforms for modern PR (HubSpot, Meltwater, etc.)
• Integrating PR across marketing and brand strategy

Module 3: Social media engagement & online reputation

• Platform-specific communication strategies (LinkedIn, X, IG, TikTok)
• Real-time engagement and brand voice building
• Community management and digital trust
• Responding to negative feedback and online sentiment

Module 4: Content, storytelling & influencer management

• Visual storytelling and multimedia content creation
• Press releases, blogs, and microcontent strategy
• Collaborating with influencers and thought leaders
• Content calendars and scheduling tools

Module 5: Crisis communication and risk management

• Preparing crisis communication plans and protocols
• Responding to reputational threats on digital channels
• Case studies: PR wins and failures in the digital era
• Measuring sentiment, media reach, and campaign ROI

Module 6: Phase and characteristics of public relations campaigns

• Identifying an objective
• Communicating the message to a relevant audience
• Positioning, strategy, tactics, administration
• Finding a message to achieve the objective

Module 7: Essential components of public relations campaigns

• Target audience
• Media programs and media releases
• Contributed articles and editorials
• Digital media campaigns
• Sponsorships and advertising

Module 8: Plan and execute effective public relations campaigns

• List and prioritise the message
• Gauge audience perception and awareness
• Assess the impact
• Select media and Redesign the message

Module 9: Relationship management

• Crisis management
• Reputation management
• Challenges in Public Relations Campaigns
• Recruiting professionals, qualified staff

Module 10: Successful networking

• Broadening your network
• Reasons for building your network
• Effective business and professional networking