PRII Certificate in Social Media 2018

Social media is an integral part of any PR or communications plan and this course will give you the skills to make the most of social and digital media along with the latest knowledge on current trends.

Start Date 29 September 2018
Course Dates 29 September 2018
13 October 2018
3 November 2018
17 November 2018
Presenter Krishna De
An award winning digital communications strategist and mentor. Krishna guides business leaders on how to integrate content marketing, digital media and social technologies into their business strategy and has worked across numerous sectors.
Venue Clayton Hotel Burlington Road, Upper Leeson Street, D. 4
Fees PRII Members €1560
Fees PRII Non-members €1890

Social media is an integral part of any PR or communications plan. As platforms continue to evolve and change this course will prepare communications professionals to integrate social media and will equip you with the practical knowledge they need to fully develop their social media strategy.

This course is designed to ensure participants have the most up to date information on current trends and emerging social media channels so that they can utilise them to maximum effect in their own or their clients' communications campaigns.

Who is this course for?

You undoubtedly know all the buzzwords, have read widely on the subject, and may even be using social networking platforms and blogging at quite a sophisticated level, but this qualification is uniquely designed to formalise your body of knowledge and bring it to the next level.

You will learn how to critically evaluate which social media channel offer your communication efforts most potential and why; will overcome any technology chalenges that may be holding you back; and will be equipped to write a social media strategy for your own or a client organisation with confidence and ease.

With "social media skills now almost as important as traditional media relations skills when it comes to PR hiring decisions”, according to the Digital Readiness Report, it is only a matter of time before you ask yourself not ‘can I afford to do this course’ but ‘can I afford not to’?


What previous participants have said about this course:

"Engaging, highly informative and interactive...a great course"

"Plenty of practical advice and tips, so loads to think about"

"Fantastic insights and ideas...Krishna is a walking, talking social media encyclopedia!"

Learning Outcomes:

This course will give participants a solid grounding in all the key concepts, techniques, theories and skills needed to develop effectively as a social media specialist. On completion of this course you will:

  • Understand why social media allow communicators to practice what is arguably their most important skill: Listening
  • Be able to demonstrate comprehensively how social media can have an impact not only on company and brand awareness and reputation, but on the bottom line too
  • Know how to develop a social media plan to support their organisations communication goals before you begin implementing
  • Be capable of publishing news and information through digital channels that encourages engagement, promotes trust and creates advocates for your business
  • Appreciate the power of visual communications in your social media plans to extend the reach and engagement of your communications and campaigns
  • Learn from best practice examples of using social media as integral part of your communications plans
  • Understand how to use social media as part of your crisis communications
  • Be familiar with trends in influence marketing - collaborating with online influencers and empowering your employees as influencers through social networks.
  • Learn how to use web and mobile apps to create visual and audio content for your social media campaigns.

Topics covered

  • Current trends in online communications and what that means for communications professionals
  • Establishing the goals and KPIs for your social media communications programme
  • Learn how to measure the effectiveness of your social media campaigns
  • Monitoring your online reputation
  • Writing for the social web and visibility in search engines
  • Developing and communicating your social media policies and guidelines
  • Social bookmarking, sharing and curation to support your campaigns
  • Expanding your reach and visibility through blogging and influencer outreach
  • Bring your brand to life using multimedia including audio, video and images
  • How to engage your audience in real time with live streaming video e.g. Facebook Live and Periscope/Twitter live video
  • Building your professional network on LinkedIn
  • Using Facebook for business communications - reaching and engaging your audience
  • Using Twitter for business communications
  • Best practice tips for using visual social networks including Pinterest, Instagram and Snapchat
  • Emerging communication platforms including Messenger chatbots and voice platforms such as Amazon Alexa
  • How to integrate social media communications to support your live events
  • Use social media for crisis communications
  • Integrating social media into your online newsroom.

Course format

The course is a combination of classroom time (9.30am – 4.30pm over four full Saturdays), home study and examination by written assessment. Classroom sessions are intensive and participative and will include a variety of approaches including lectures, group discussions and practical exercises.

Classes are supplemented by contributions from industry guest speakers who share their expertise and practical experience of the issues touched on in lectures.

Assessment & Accreditation:

Assessment is by continuous assessment taking account of attendance and participation in class.

Participants are encouraged to apply learning from the readings, modules and discussions and show how these apply to their own work situation and communications challenges.

Final assessment is by way of a 3,000 word case study / report-style assignment applying the learnings to forthcoming initiatives (real or imagined) demonstrating participants knowledge of key social media platforms and demonstrating their ability to integrate social media into their communications for their own organisation or a client campaign.

This course is accredited by the Public Relations Institute of Ireland - the professional body for communications and PR in Ireland.

The PRII Certificate in Social Media will be awarded on successful completion of the course assessment.


Queries should be addressed to Annmarie Jordan at Turn on Javascript! or call (01) 661 8004.

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