Cambridge
Academy
In London

Introduction

In today’s digital-first world, public relations and media communication have evolved beyond traditional boundaries. The Digital PR & Media Summit is designed to equip participants with the latest tools, strategies, and techniques to manage reputation, build brand authority, and engage audiences effectively through digital channels. This intensive workshop bridges the gap between classic PR principles and the new age of online influence, data analytics, and digital storytelling.

Workshop Objectives

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

·        Understand the dynamics of digital PR in today’s media landscape.

·        Develop and execute integrated digital communication strategies.

·        Manage brand reputation using online monitoring and analytics tools.

·        Build effective relationships with digital media, influencers, and journalists.

·        Create data-driven digital campaigns that enhance visibility and engagement.

·        Measure and evaluate PR performance through modern digital metrics.

 

Target Audience

This course is designed for:

·        PR and communication professionals seeking to enhance their digital capabilities

·        Marketing and brand managers responsible for online presence and campaigns

·        Media relations and corporate communication specialists

·        Entrepreneurs and business owners aiming to build a strong digital reputation

·        Social media strategists and content creators

·        Government, NGO, and public sector communication officers

 

Workshop Outline

Day 1: The Evolution of Digital PR and the Modern Media Landscape

·        Understanding traditional vs. digital PR: key shifts and challenges

·        The impact of social and digital platforms on brand communication

·        Media convergence and the role of content in online PR

·        The rise of citizen journalism and user-generated content

·        Managing brand reputation in real-time environments

·        Case studies: Successful digital PR transformations

 

Day 2: Building a Digital PR Strategy

·        Components of a digital PR strategy

·        Aligning PR objectives with organizational goals

·        Audience segmentation and digital behavior analysis

·        Crafting a consistent digital brand voice and message

·        Integrating PR with SEO, content marketing, and social media

·        Workshop exercise: Developing a digital PR campaign plan

 

Day 3: Digital Media Relations and Influencer Engagement

·        Redefining media relations in the digital age

·        Working with online journalists, bloggers, and influencers

·        Identifying and vetting the right digital influencers

·        Building long-term partnerships for mutual value creation

·        Managing influencer crises and disclosure compliance

·        Practical activity: Mapping influencer networks

 

Day 4: Crisis Communication and Reputation Management

·        Understanding digital crises: from rumors to viral backlash

·        Creating a crisis response plan for online platforms

·        Using monitoring tools for early warning and sentiment analysis

·        Communicating during a digital crisis: tone and timing

·        Post-crisis recovery and trust rebuilding strategies

·        Case study: Corporate crisis management in the digital world

 

Day 5: Measuring Digital PR Success

·        Metrics and KPIs for digital PR performance

·        Using analytics tools (Google Analytics, Meltwater, Brandwatch)

·        Evaluating sentiment and engagement impact

·        Reporting PR outcomes to leadership and stakeholders

·        Continuous improvement through performance insights

·        Final group project: Designing a full-scale digital PR campaign

 

Day 6: Content Strategy & Storytelling for Digital PR

·        The role of storytelling in modern digital PR

·        Crafting newsworthy content for online media and platforms

·        Data-driven storytelling: using insights to shape narratives

·        Visual PR: leveraging video, infographics, and interactive content

·        Content distribution strategies across owned, earned, and shared media

·        Workshop exercise: Developing a multimedia PR story pitch

 

Day 7: Social Media PR & Community Management

·        Social media as a PR channel vs. a marketing channel

·        Platform-specific PR strategies (LinkedIn, X, Instagram, TikTok, YouTube)

·        Real-time engagement and community-building techniques

·        Managing comments, feedback, and online conversations

·        Handling negative engagement, trolling, and misinformation

·        Practical activity: Creating a social media PR response playbook.

 

Day 8: Technology, Tools & Automation in Digital PR

·        Overview of digital PR tools and platforms

·        Media monitoring, social listening, and trend detection tools

·        AI and automation in press releases, pitching, and reporting

·        Using dashboards to track coverage, sentiment, and share of voice

·        Ethical considerations in automated and AI-driven PR

·        Hands-on session: Tool demonstration and workflow setup

 

Day 9: Ethics, Compliance & Global Digital PR

·        Ethical challenges in digital PR and online media

·        Transparency, disclosure, and sponsored content regulations

·        Managing data privacy and consent in digital communications

·        Cultural sensitivity and localization in global digital PR campaigns

·        Dealing with misinformation, fake news, and deepfakes

·        Case discussion: Ethical dilemmas in digital PR practice

 

Day 10: Future Trends & Capstone Presentations

·        Emerging trends shaping the future of digital PR

·        The impact of AI, Web3, and immersive media on PR

·        Preparing organizations for the next generation of media disruption

·        Career paths and skills for digital PR professionals

·        Final group project presentations: Full-scale digital PR campaigns

·        Course wrap-up, feedback, and certification discussion