Public Relations

Digital PR and Online Reputation

Reputation is now shaped online through news sites, search results, reviews and social media. This course covers digital PR strategies, earning online coverage and links, search reputation, review management, social media monitoring, responding online and managing online reputation incidents.

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.

What people find online about your organisation shapes their decisions. You will learn to influence it proactively.

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.

Digital PR campaign planning, search reputation audits, response drafting and case studies.

Course objectives

What you'll take away.

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

Develop digital PR strategies
Earn online coverage and quality links
Audit and improve search reputation
Manage online reviews
Monitor and respond on social media
Handle online reputation incidents

Target audience

Who should attend.

This course is suitable for:

Digital PR specialists
Communication managers
Social media managers
Marketing professionals
Brand managers

Target competencies

Capabilities you will build.

Participants will develop competencies in:

Digital PR planning
Search reputation
Review management
Online response
Incident handling

Course outline

Your learning journey.

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

Day 1Digital PR

09:00–10:08Online media landscape
10:08–11:00Digital PR tactics
11:00–11:30Coffee break
11:30–11:45Digital PR tactics (continued)
11:45–12:53Case studies
12:53–14:00Exercise

Day 2Earning Coverage

09:00–10:08Data-led stories
10:08–11:00Link earning
11:00–11:30Coffee break
11:30–11:45Link earning (continued)
11:45–12:53Outreach
12:53–14:00Workshop

Day 3Search and Reviews

09:00–10:08Search reputation audit
10:08–11:00Review management
11:00–11:30Coffee break
11:30–11:45Review management (continued)
11:45–12:53Owned content
12:53–14:00Exercise

Day 4Social Monitoring

09:00–10:08Monitoring tools
10:08–11:00Response guidelines
11:00–11:30Coffee break
11:30–11:45Response guidelines (continued)
11:45–12:53Escalation
12:53–14:00Practice

Day 5Online Incidents

09:00–10:08Incident response
10:08–11:00Recovery
11:00–11:30Coffee break
11:30–11:45Recovery (continued)
11:45–12:53Measurement
12:53–14:00Action 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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The full course agenda and dates are available above. Use the session links in Dates & venues to choose a session. Registration and quotation forms require JavaScript; you can also contact our learning team directly.