Skip to main content

SYLABUS TRAINING

DIGITAL PUBLIC RELATIONS

Training Module

This training module is created  to adapt with most of corporation needs

about Digital PR. The syllabus is prepared to provide participants with

a comprehensive understanding. Starting from an introduction to digital audiences, social trends and media updates, analysing conceptual and strategic concepts, to technically creating content as well as connecting with online-based communities.

TRAINING MODULE

Topic 1
STRATEGIC PR IN DIGITAL ERA

Coach:
Jojo S. Nugroho, S.Sos, CCMP, CPR

  • PR as a Strategic Role to Establish and Maintain Mutually Beneficial Relations
  • PR in the Efforts to Establish, Maintain and Enhance Reputation with Communication at the Core
  • Reputations Management, the Key to Successful PR
  • Functions of Corporate Communications
  • Stakeholders Approach in PR
  • Communications Channel PESO
  • Digital Era in Indonesia
  • Taking Priority in Communications
  • PR is all about storytelling
  • The Fundamentals of Recommendation & Conception
  • Tactical PR: Riding the Wave, Gimmick and Activation

Topic 2
UNDERSTANDING DIGITAL AUDIENCES

Coach:
Arya Gumilar

  • Disruption Era
  • The Brand Purpose
  • The Social Media Generations
  • Changes on Media Preferences
  • Simulacra: Hoax and Flame War
  • Content Democratizations: UGC, Meme, Re-mixing
  • Disrupted Content
  • Web3 at a glance: Metaverse is Beyond Technical
  • Public Involvement & Collaborations

Topic 3
MEDIA RELATIONS TODAY

Coach:
Amanda Valani

  • Media & Format Trends
  • Homeless Media
  • The Changes in How Media Works
  • How to Collaborate with Media
  • Discoverability: from HARO to Boiler-Template
  • Maximizing Content Marketing

Topic 4
DEVELOPING DIGITAL COMMUNICATIONS STRATEGY & CAMPAIGN

Coach:
Arya Gumilar

  • Target Audiences Mapping
  • Data Driven Strategy
  • Unique Value Prepositions
  • Brand Personality
  • Communications Objective
  • What to Say
  • How to Say
  • Story-Telling Game plan
  • Engagement

Topic 5
CONTENT STRATEGY

Coach:
Bhayu Sugarda

  • Platforms & Formats Update
  • PR is Media is Audience is Content Creator
  • Character & Audiences Mapping: Facebook, Instagram, Twitter, Tiktok, Forum, Discord, etc
  • Content Pillars
  • Owned, Earn, Paid Content
  • Editorial Plan
  • Time to Post

Topic 6
VISUAL MAKING WORKSHOP:
SOCIAL MEDIA DESIGN, PHOTO & VIDEO MAKING

Coaches:
Erlangga Dimas & Team

  • Visual Trends and Audience Preferences
  • Rule of Thumbs & Sizing
  • Image bank & Trend of Style
  • Fundamentals on Photography & Video
  • Photos on Social Media
  • Videos on Social Media
  • Editing with Simple Tools

Topic 7
AMPLIFICATIONS

Coach:
Nugraha Andaf

  • Channels Funnelling
  • Social Media Algorithm
  • Google Search & SEO
  • Social Media Ads: Case Studies, Objective, Targeting, Content Format
  • Influencers: from Macro to Nano

Topic 8
ENGAGEMENT & COMMUNITY RELATIONS

Coach:
Chikita Rosemary

  • Community Mapping: From Online Forum, Influencer, to Chat-Group
  • Nature of Respond: Mixed Utilities & Complaint
  • SOP of Response
  • Audience Marking
  • Service Level Agreement
  • How it Works – Team Assignment
  • Online to Offline
  • Influencers & How to Dealing with Them

Topic 9
SEO FOR PR

Coach:
Nugraha Andaf

  • Introduction to Search Engine and SEO
  • Why SEO for PR is very important
  • Capture & Predicts the Trend
  • Keyword Planning
  • On-Page SEO: Powerful Web
  • Off-Page SEO: Short Cut Strategy to Boost SEO
  • Study Case: Good and Bad Sentiment on Google
  • Practical Strategy: How to Gain Brand/Personal Reputation & Overcome Crisis on Google

Topic 10
PR EVALUATION & MEASUREMENT

Coach:
Hannie Kusuma

  • Defining KPI: Objective-Driven
  • Online Media Monitoring: APPRICODE
  • Social Media Listening & Analytics
  • Reading Google Analytics, Post Performance, Social Ads Reports.
  • PR Value & AMEC

Topic 11
CRISIS ON SOCIAL MEDIA

Coach:
Arya Gumilar

  • Case Studies
  • People Power: Cancel Culture, Doxing, Body Shaming
  • Pre-Crisis Planning
  • Breaking-the-Glass Mode
  • Goliath vs David
  • Haystacking the Needle
  • Kendala jadi Kendali
  • Alpha Users & Issue Twisting
  • Positioning is the Energy, Personality is the Power

TRAINING EVALUATION

The Kirkpatrick Model is a globally recognized method of evaluating the results of training and learning programs.

Program Objectives

Course Material

Content Relevance

Facilitator Knowledge

SURVEY SHEETS

  • Objective: to know response, perception and satisfaction of all participants, including suitable module, delivery, speakers, etc.
  • The survey sheet will be distributed to all participants after every sessions done.

TASKS ASSIGNMENT

  • Objective: to find out participant’s understanding toward the learning.
  • Task will be assigned to participants at the end of every sessions.
  • The task’s result by participant needs to be submitted in 2-3 day.
  • Task’s analysis and recommendations by coaches will be delivered to client.

INTERNAL COMPETITION

  • Objectives: to implement participant’s understanding toward the learning in a practice and to creates more engagement to client’s company.
  • The internal competition among the participant will be conducted.
  • Participants should upload their works in personal social media account to be assessed.
  • Two categories winner: Most Favourite (by reach, engagement score, save & share) and by Judges Scoring.

PR Academy (PRAC)

Sekretariat PRAC : Jl. KH. Ahmad Dahlan No.10A Kebayoran Baru, Jakarta Selatan 12130