Storytelling - Self-Guided Online
Duration: 6 hours
Skill level: All levels
From properly crafting your company story, key messaging, sales pitch and more, to honing in on what your branding, website, search results, print materials and past press coverage are saying about your business, this course poses the many tough questions that must be asked prior to drafting a noteworthy press release, while also ensuring it fits into your all-important annual communications calendar, strategy and plan.
We dive deeply into the ‘why’ behind any kind of public announcement, be it a tweet, blog post or press conference, and force you to cut the clichés, eliminate the red tape, avoid the pitfalls of ‘Big PR’ and think like both an editor and end reader, with the goal of delivering the clearest and most compelling message possible in every last ounce of your outreach.
This online course is #2 of 4 in our virtual Public Relations Certificate program, and can be taken alone or as part of the certificate.
Upon completion of all 4 courses and the associated course requirements, your certificate will be issued, along with our utmost congratulations and continued support.
Register for the virtual courses or online certificate programs of your choice, and receive 12 months unlimited access to a suite of learning videos, program guides, workbooks, templates and tactical tools – keeping you in the loop and at the top of your game.
Upon registration, you will immediately receive login credentials for your Social School Course Dashboard, where all course materials can be found. Bookmark that page, log in at any time, and let your learning begin.
CURRICULUM & INSTRUCTORS
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MODULE 1:THE MESSAGE CRAFT
The number one most important element present in all great business writing
How to think like a journalist, discern like a reader, critique like an editor
and write like a superstar
Committing to ONE goal
MODULE 2: A CLICK CAN SAY 1,000 WORDS
What your existing branding, website, press coverage and more are saying about your business
Getting your ducks in a row, simplifying your summary and streamlining your speaking notes
Website 101: Surefire ways to find yourself dead in the water before your boat leaves the dock
MODULE 3: PULLING FROM THE MASTER PLAN
Where does this particular announcement or campaign fit into your overall strategy and schedule?
Knowing whether it’s press release-worthy, or if there’s a better platform to choose
Revisiting the ‘why’ behind it, and every last supporting tweet, post, comment and discussion
MODULE 4: AVOIDING THE PITFALLS OF BIG PR
Sticking to your editorial calendar, planned publishing dates and PR commitments like glue
Identifying and avoiding bad habits and poor practice
How to know your product, company and audience inside and out, every single day of the year
Making it easy on the media, potential customers and yourself
Founder & CEO, Social School
Kelly is a journalist-turned-digital marketer with an unrelenting passion for the knowledge-share community that is marketing today. In addition to leading Social School, she is the co-founder of renowned Canadian digital agency Press + Post.
Nothing makes Kelly happier than moving individuals and organizations toward becoming the masters of their online domain, and connecting the top digital trends and tools with the entrepreneurs and innovators who need them most.
Make her dinner and she’ll tell you the secret to the internet.