Public Relations

Digital PR and Influencer Relations

Digital PR combines traditional media relations with online channels, content and influencers. This course covers digital PR strategy, online media and link earning, social media, influencer identification and partnerships, disclosure rules, measurement and risk management.

5 days Classroom or live online English

Smart Horizon Certified - Global Leadership Consultants

Take the course details with you.

Download the full standard outline: why attend, methodology, objectives, audience, competencies, the daily outline and current plans.

Download course PDF

Why attend

From knowledge to real-world impact.

Audiences increasingly discover brands online through creators and digital media. This course helps you plan effective digital PR and influencer programmes.

Workplace challenges

Professional Problems This Course Is Designed to Solve

The programme explores practical approaches to the following challenges. Results depend on how the learning is applied in your organisation.

Difficulty translating subject knowledge into practical workplace decisions.
Inconsistent approaches to the activities covered in the course outline.
Lack of a structured plan for applying and reviewing new skills.

Course methodology

How you will learn.

The course uses campaign case studies, influencer selection exercises, campaign planning workshops and measurement activities.

Course objectives

What you'll take away.

By the end of this course, participants will be able to:

Develop digital PR strategies
Earn coverage and links from online media
Identify and evaluate influencers
Plan influencer partnerships and contracts
Comply with disclosure and advertising rules
Measure digital PR and influencer impact

Target audience

Who should attend.

This course is suitable for:

PR and communications professionals
Digital marketers
Brand managers
Social media managers
Agency professionals

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Digital PR strategy
Online media relations
Influencer selection
Partnership management
Disclosure compliance
Impact measurement

Course outline

Your learning journey.

A focused, practical outline with time to explore, apply and reflect.

Day 1Digital PR

09:00–09:54Evolution of PR
09:54–10:48Digital PR goals
10:48–11:00Owned, earned, shared and paid
11:00–11:30Coffee break
11:30–12:12Owned, earned, shared and paid (continued)
12:12–13:06Trends
13:06–14:00Exercise: Digital audit

Day 2Online Media

09:00–09:54Digital journalists
09:54–10:48Data-led stories
10:48–11:00Link earning
11:00–11:30Coffee break
11:30–12:12Link earning (continued)
12:12–13:06Newsjacking
13:06–14:00Workshop: Story ideas

Day 3Influencers

09:00–09:54Influencer types
09:54–10:48Selection criteria
10:48–11:00Fake followers
11:00–11:30Coffee break
11:30–12:12Fake followers (continued)
12:12–13:06Relationship building
13:06–14:00Exercise: Influencer shortlist

Day 4Campaigns and Compliance

09:00–09:54Campaign planning
09:54–10:48Contracts and briefs
10:48–11:00Disclosure rules
11:00–11:30Coffee break
11:30–12:12Disclosure rules (continued)
12:12–13:06Brand safety
13:06–14:00Case study: Influencer campaign

Day 5Measurement

09:00–09:54Metrics
09:54–10:48Attribution
10:48–11:00Reporting
11:00–11:30Coffee break
11:30–12:12Reporting (continued)
12:12–13:06Optimisation
13:06–14:00Capstone: Digital PR plan

The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.

Dates & venues

Find a session that works for you.

Confirmed dates accept registration requests. Tentative dates are enquiry only.

Good to know

A few things to know.

How is the course delivered?

Our classroom programmes combine facilitated discussion, case studies, exercises and reflection. The precise format will be confirmed before enrolment.

Can you deliver this programme for our team?

Yes, you can enquire about a tailored programme. Share your goals, group size and preferred dates with our learning team.

Will I receive a certificate?

Participants who complete the programme receive a Smart Horizon UK certificate of attendance. Smart Horizon UK programmes are not externally accredited and do not award a professional qualification, licence or designation. Where a course title or outline refers to a professional certification (for example, AACE International's Certified Cost Professional), the programme supports learning and preparation only; the credential itself is awarded solely by the relevant professional body under its own application and examination requirements.

What should I confirm before booking travel?

Please confirm the session, exact venue, accessibility arrangements, fees and any visa requirements with the team before arranging travel. Tentative dates are not confirmed sessions.

Keep exploring

Your next horizon awaits.

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