Social Media for Public Relations

Course description

The field of communications is undergoing a rapid transformation under the impact of the recent trends in the digital revolution. While new communication channels are emerging, the way traditional media channels were previously used is also changing. AI technologies are increasingly being incorporated into communications practices, allowing for more efficient data analysis, targeted content delivery, and improved customer interactions. PR practitioners must understand the new media culture, learn how to apply social media in public relations and leverage tools, including AI, to adapt to this new environment.

In this course, you will explore a variety of social media tools, along with the techniques to effectively use them. Social media tools for audience insights and content optimization will be introduced, helping you understand how technology can enhance social media strategies. You will apply the relationship -building aspect of social media and learn how to integrate these new practices into an overall social media strategy..

You will examine the art of monitoring and measuring metrics to determine the effectiveness of social media strategies, utilizing current evaluation tools and methods, some of which are powered by AI. These technologies can provide more precise insights into engagement and performance, helping to refine strategies. Pre-crisis planning tactics will also be integrated into strategic planning, with the awareness of the legal and ethical considerations that surround this new communication model, particularly in terms of data privacy and the responsible use of AI technologies.