Cambridge
Academy
In London

Introduction

Digital PR helps organizations build reputation and visibility online through earned coverage, influencers, and search-friendly content. This practical program covers how to set goals, identify outlets and creators, pitch stories, manage relationships, apply simple SEO basics, and measure results using clear metrics.

 

Course Objectives

• Explain digital PR concepts and how it differs from traditional PR

• Plan digital PR campaigns using simple goals, audiences, and messages

• Identify journalists, online outlets, and influencers relevant to your topic

• Apply SEO basics to improve discoverability of PR content and coverage

• Track outcomes using practical metrics and reporting templates

 

Target Audience

• Public relations and media officers

• Digital communications and content teams

• Campaign and stakeholder engagement staff

• Social media managers supporting reputation and coverage

• Anyone responsible for online visibility, press, or influencer outreach

 

Course Outlines

Day 1: Digital PR Foundations and Strategy

• What digital PR is and why it matters (earned visibility online)

• Digital PR vs marketing vs social media (clear differences)

• Setting objectives: awareness, credibility, traffic, backlinks, engagement

• Defining audiences and messages for online channels

• Activity: Draft a simple digital PR campaign brief

 

Day 2: Finding Opportunities and Building a Media List

• Story angles: news value, data, human stories, expert commentary

• Researching outlets: niche sites, trade media, podcasts, newsletters

• Building a targeted media list (who covers what and why)

• Understanding editorial calendars and timing

• Workshop: Create a media list with 15–25 relevant contacts/outlets

 

Day 3: Pitching, Press Assets, and Relationship Management

• Writing effective pitches: subject lines, hooks, proof points, CTA

• Digital press kit essentials: boilerplate, factsheet, images, FAQs

• Follow-up etiquette and tracking outreach

• Managing relationships: responsiveness, exclusives, embargo basics

• Activity: Write two pitches and assemble a simple press kit

 

Day 4: Influencers and SEO Basics for PR

• Influencer types: creators, experts, communities, micro vs macro

• Vetting influencers: audience fit, credibility, risks, disclosure basics

• Outreach and collaboration formats: reviews, interviews, takeovers, UGC

• SEO basics: keywords, headlines, internal links, and backlink value

• Case study: Design an influencer outreach plan plus SEO-friendly content outline

 

Day 5: Measurement, Reporting, and Continuous Improvement

• What to measure: coverage quality, reach, engagement, traffic, backlinks

• Simple tracking: UTM links, coverage log, influencer performance sheet

• Reporting: weekly highlights, campaign wrap-up, lessons learned

• Reputation management basics: responding to comments and negative coverage

• Activity: Build a one-page digital PR dashboard and 30-day action plan