Description
Digital is now omnipresent in the life of companies, shaking up their practices and methods. Communication professionals are at the heart of this upheaval which is an opportunity for them to develop their actions. The communications manager must be able to use traditional and digital communication tools wisely and integrate them into the company's overall communication strategy. This is the whole point of this training which gives a global vision while allowing everyone to discover and appropriate the new communication tools. The certification course is a real “plus” for anchoring and applying the knowledge acquired.
Who is this training for ?
For whom ?
Communications officer new to the role. Digital communications manager.
Prerequisites
None.
Training objectives
Training program
- Develop a clear vision of operational communication issues
- Issues, territories of corporate communication.
- Characteristics of digital communication.
- Missions, profiles and skills of the communications manager.
- Contribute to the definition of a communication strategy
- Methods for collecting information from different audiences: on line and off line; qualitative surveys, questionnaires; projective methods...
- The keys to a successful audit.
- The choice of relevant tools to identify the communication needs: of the company; of its different audiences.
- Collaborate in the drafting of a communication plan and the definition of a digital communication strategy
- The levers of action of the communications manager to: Be a force for proposals in the development of the communications plan.
- Acquire the methodology to design and manage communications projects.
- Identify the main on and off line tools.
- Evaluate the strengths, limitations and complementarity of the tools (print, web, text, image, etc.).
- Remote activities
- To benefit from the contributions of an expert on a theoretical or practical point: an expert '
- The 3 key tools of the Communication Manager'
- Design and manage editorial projects
- Print and Web Framing and editorial line: objectives, tone, targets, key messages, rubric, rhythm...
- Choice of media: text, image, audio, video ...
- The golden rules for engaging the audience: journalistic writing and the inverted pyramid; the golden rules of online writing; the 3 key stages of a good story; ; storytelling.
- Establish and lead an editorial committee: the composition of the committee; the keys to keeping the project alive over time
- Working with communication agencies and freelancers
- The keys to writing a brief.
- The criteria for choosing agencies and service providers.
- The essentials for working on a daily basis with an agency or a freelance spear.
- Develop public relations
- Rules and practices of relations with traditional media.
- Press relations tools: file, press release, press kit; press review, press conference...
- PR: new targets and new uses: relations with influencers; interactive press; use of Twitter.
- Communicating in times of crisis: the golden rules for managing 'bad buzz'; coordination between traditional spokespersons and community managers
- Boost communication by relying on networks and communities
- Evaluate the strengths, limits and complementarity of the tools (print, web, text, image, etc.).
- Increase visibility on the Web by relying on the tools digital (Facebook, LinkedIn, Twitter, forums, blogs).
- Community manager tools.
- Good uses of a collaborative intranet/corporate social network. ,
- The creation and management of a network of correspondents.
- Monitor and evaluate communication actions
- Choose evaluation criteria consistent with the project implemented.
- Methods and approaches for building a dashboard to manage the implementation of actions.
- Tools and methods to control your 'e-reputation'.
- Evaluation of acquired knowledge
