Communications Strategy: Integrating the Internet

Course Description:

Increasingly, communications professionals find themselves responsible for the Internet (as well as traditional tools such as special events and press releases) without any context about how best to leverage it. Suddenly, you are expected to integrate unfamiliar technologies into messaging, while ensuring the most effective use of your organization's website. However, without an understanding of the variety, vocabulary and metrics of today's online tools, how can you be expected to implement it to your advantage?

What you'll learn:

This course teaches you how to leverage the Internet within a traditional communications plan.

You’ll learn how you to integrate unfamiliar technologies while ensuring the most effective use of your organization’s website. You’ll also gain an understanding of the vocabulary and metrics of today’s online tools, and how to implement them to your advantage.

Using a traditional communications plan format, we’ll show you concrete ways to integrate the Internet into a sample plan. You’ll gain insight into the characteristics and differences of the Internet media, and learn how to use them to your advantage.

We’ll also teach you how to read, analyze and act on Internet reports to measure and evaluate the effectiveness of those efforts within the context of your overall strategy.

Specific topics include

how the Internet is different from other communications media and how to use those differences to your advantage;
how to integrate Internet tools such as email discussions lists, email newsletters and listservs, bulletin boards into your communications strategy;
how to understand, analyze, interpret and act upon Internet reporting metrics with a view to improving communications efforts and managing spending; and
how to update your own communications plans with the Internet tools and metrics most appropriate for you.

Who should attend:

Communications professionals who are responsible for the Internet and traditional communications tools and vehicles such as media releases and special events.

Participant Comments:

"This course was very helpful. It's given me lots of ideas to try at work!" Miriam Fitzgerald, Watchfire

Length and Format:

One-day course taught at your facility and scheduled at your convenience (agenda available in downloadable PDF format).

Price:

$1,500 per session (up to a maximum of five participants), plus instructor's travel expenses if course delivered outside of Ottawa, Canada.