Modern Digital Communications Certificate Program: Uniting Owned, Earned and Paid in the Communications Toolkit

This certificate program is designed for:

• Manager and senior-level PR and communication professionals.
• Any professional responsible for managing a corporate communications team.
• Professionals responsible for managing digital communications.
• Marketing professionals.
• Communicators with five or more years of experience.

Certificate program modules:

• Module 1 – Do Your Research: Understanding (and Respecting) a Digital Audience
  We’ll examine the changes in consumer digital behavior across both enduring and emerging platforms.
  
• Module 2 – Prepare for Launch, Part I: Finding Your Digital Team and Building a Voice
  Sometimes the right talent is ready to be reassigned to social. We’ll dig into some of the ways you can spot someone with a knack for social copywriting, content strategy or consumer engagement.
  
• Module 3 – Prepare for Launch, Part II: Developing a Channel and Content Strategy
  We’ll look at some of the latest trends in social storytelling before breaking down how to build an ownable social content engine across the channels that matter most to your audience.
  
• Module 4 – Make Friends: Engaging Creators and Influencers and Why It Matters
  In this module, we’ll look at how to cultivate meaningful relationships with both individuals and entities, sometimes as brand partners and other times as the target of a creative digital pitch.
  
• Module 5 – Get Smarter: Optimizing Search and Social Content (SEO, SEM and More)
  The data on organic reach across most social platforms is both clear and bleak: There is little opportunity to drive scale without paid media. But there are ways to subvert the algorithms by creating content that is being most focused on at the channel level.
  
• Module 6 – Track Your Progress: Setting KPIs and Understanding Monitoring vs. Measurement
  We’ll break down how to set the right KPIs for owned and earned digital communications with a focus on what to monitor vs. what to measure.
  

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

• Recognize shifts in consumer use of core social platforms and how this should impact the role they play and how they engage.
• Identify the right talent for digital roles or social writing projects.
• Develop a digital content approach that’s both ownable and sustainable.
• Understand the value of micro-lead media outreach with both traditional media and Influencers.
• Sustain the reach of earned coverage with paid media.
• Create a decisive list of KPIs that tie to both communications and business objectives.