Course Information
Schedules
- 11 Dec 2024 (Wed) 9:30 AM - 5:00 PM
Registration period
12 Nov 2024 (Tue) - 10 Dec 2024 (Tue)
Price
HKD 1,600
(HK$1,600/ HK$1,440*
*Group discount for 2 or more)
(HK$1,600/ HK$1,440*
*Group discount for 2 or more)
Course Level
Study Mode
Duration
1 Day(s)
Language
Cantonese
Location
HKPC Building 78 Tat Chee Avenue Kowloon
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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
