Course Information
Schedules
- 9 Jul 2024 (Tue)
Registration period
7 Feb 2024 (Wed) - 8 Jul 2024 (Mon)
Price
HKD 1,600
(Course Fee
HK$1,600/ HK$1,440*
*Group discount for 2 or more)
(Course Fee
HK$1,600/ HK$1,440*
*Group discount for 2 or more)
Course Level
Study Mode
Duration
1 Day(s)
Language
Cantonese, English
Location
HKPC Building 78 Tat Chee Avenue Kowloon
Course Overview
Programme Highlights
Social media is one of the most powerful tools for marketing in the digital era. However, any unintentional or negative post /comment on social media could bring the brand or the company’s reputation into a downward spiral.
This programme provides you the insights to manage public relations in the social media world. Join to learn the latest skills that are essential to lead you through the social media hype!
Learning Outcomes
By taking this course, you will be able to
Understand the latest trends and development of the traditional media and social media landscape and the implication on overall public relations approach
Learn how to build positive awareness in a social media age for a brand
Learn ways to defuse an issue in order to prevent it from developing into a crisis
Adopt an effective approach to manage crisis, especially during time of uncertainties
What You’ll Learn
Course Structure
1. Managing Public Opinion in Social Media Age
Provide an overview of the media and social media landscape development
Discuss the new media scene and implications on public relations approach
Understand how social media drives public opinion
2. Building Trust with the Public
Introduce trust triangle and its importance in Social Media age
Learn about the public expectations from corporate
Learn how to use Message Pyramid to structure communication messages for brand
3. Identifying and Managing Issues in the Social Media Age
Introduce 4-step approach to identify issues
How to identify issues in the social media age
Provide examples on how mishandling of issues developed into major crisis
Introduce the concept of Sensemaking, and why this is a powerful approach in responding and managing issue in Social Media Age
Use of case study to demonstrate the concept
4. Managing Crisis
What constitutes a crisis, especially in the context of 21st century
Overview of the 6 stages of crisis development
How to manage messages in times of crisis
5. Managing Stakeholder Communication during Crisis
Tips in handling challenging media questions during crisis
Examples on how organisations handle crisis in real life
Introduce and discuss how to handle an emotional audience
