Content management

CIPR trainers: Andrew Smith MCIPR, Stuart Bruce FCIPR.

Course aim

This two-day course provides PR practitioners with a thorough grounding in content management. It will show the importance of valued content as a constituent of any PR programme, as well as providing guidelines on developing a content strategy framework, content curation, creation and distribution, available tools and the measurement and evaluation of any PR-driven content marketing efforts.

Who should attend?

Anyone responsible for planning, creating and publishing online content.

What to expect

  • practical understanding of content marketing and how it can be applied to your public relations programmes
  • demonstration of best practice case studies
  • group discussions and sharing of experiences.

Course objectives

Participation in the course will provide you with training on:

  • the main principles of content marketing and how it can be used in PR
  • how to integrate content into a PR programme
  • how to create and implement a content plan
  • the principles of corporate storytelling
  • PESO and how/why it matters
  • available tools and what they can be used for
  • content measurement and evaluation.