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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.

APPRI Academy

Sekretariat APPRI (Inke Maris Office), Jl. Abdullah Syafei No.28, RT.4/RW.6, Bukit Duri, Kec. Tebet
Kota Jakarta Selatan, Daerah Khusus Ibukota Jakarta 12840