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You will learn to:

  • Embrace the new digital landscape for PR activity and understand why the tools available as a result of this digital explosion have never been more important 
  • Deliver effective content to engage the multi-channel audience
  • Integrate digital media to work in tandem with PR to create brand advocates
  • Tell a better story through PR activity to drive media engagement and customer loyalty
  • Better align PR activities with overall marketing activity to continue to maximise it’s perceived value and deliver results

Course availability 

start location member non-member places left
Central London (W1W 8SS) £549.00 £599.00 10+

NB: Prices above subject to VAT.

Course information


PR & the digital revolution

  • How do we define PR in today’s digital world?
  • Understanding why PR is such a powerful tool in the marketing mix
  • How the digital revolution has changed the landscape for PR
  • How to make the ‘connected consumer’ a friend
  • Why traditional media should not be ignored

Embracing social media to drive your PR activity

  • Who are the existing/new influencers and how do we engage with them?
  • Using social channels to build PR relationships
  • Understanding the preferred social platforms for your audience
  • The importance of listening to customers
  • Why brand advocates are critical to success

The importance of creating strong content

  • How to write content that will engage your target audience
  • How to choose the right theme
  • How to optimise content with the right keywords
  • Understanding the power of external link building
  • How PR can drive SEO

Writing a news story that gets noticed in today’s climate

  • Is a press release the only way?
  • Writing a powerful headline
  • How to structure copy
  • The ‘fool’ proof copywriting test to take away
  • 10 copywriting tricks to add clout

Delivering a digital PR campaign for maximum impact in changing digital times

  • Is creativity still as important?
  • How to optimise, socialise and publicise PR Content
  • Should experiential marketing play a part?
  • How to integrate PR and digital marketing
  • How to measure the success of digital PR
  • Ongoing measurement and evaluation?
  • PR planning/content mapping?
who should attend?
Marketers will learn how to better incorporate PR into their marketing campaigns and understand how the digital landscape opens up new PR opportunities that can really make a difference for a brand.

This course is for those who currently work in marketing or PR teams (or have responsibility for both) within an organisation and want to ensure they are up to date with current best practices and strategies.

Enrol onto ‘PR in a changing digital landscape' course and receive the ‘DMA Data Guide’. The guide has been devised by numerous marketing industry experts. It will help you understand how to do one-to-one marketing the right way.

Nicola Renshaw, Managing Director, Renshaw Communications

Nicola has over 18 years in house experience at large B2B Brands, including BT, Dunhill and Avaya where she lead Marketing and PR teams that delivered cross media Marketing strategies and ROI driven campaigns.  

More recently she ran the PR for a SAAS business focusing on digital transformation software in the media & technology sectors.


Provided useful advice and templates to take back into my workplace, kept it simple and to the point. So much valuable info. Great day.

Jodie Whitter,
Online Marketing Executive, Whitbread Group PLC

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