OCT. 31– DEC. 12, 2018 - Public Relations Society of Americaapps.prsa.org › Learning ›...

A CERTIFICATE PROGRAM

OCT. 31– DEC. 12, 2018

SIX LIVE AND/ OR ON-DEMAND MODULES

OCT. 31– DEC. 12, 2018 • WEDNESDAYS AT 3 P.M.

Content marketing is one of the most in-demand skill sets needed for successful communication professionals today. PRSA’s new Content Marketing Certificate Program is designed to teach and empower you to develop content strategies and tactics that deliver quantifiable business outcomes. Designed as a certificate of completion course, the Content Marketing Certificate Program will enable you to transition from a traditional communication pro to a content marketing rock star and learn how to create a content marketing plan to strategically align with business goals.

Throughout the program, you’ll be learning skills you can start applying to your work immediately, resulting in a skills-based certificate of completion when you’re finished. The course involves a combination of presenters, with Lisa Arledge-Powell, providing the structure of the core curriculum. Each week, Arledge-Powell will be joined by one or more experts in various aspects of the week’s topic who will present case studies of how they applied the concepts.

This brand-new professional development offering is designed as a live, online series of six modules and will launch on Oct. 31, airing each consecutive Wednesday from 3–4:30 p.m. EST (Nov. 7, Nov. 14, Nov. 28, Dec. 5 and Dec. 12), skipping Thanksgiving week. All modules will be recorded so that participants can review them after the live airing. Additionally, participants who are PRSA members will be given access to PRSA’s Content Marketing Certificate Program Online Community, an exclusive online forum offering private access and interactive dialogue with other participants taking this course. After successfully completing and passing a multiple-choice test at the end of the six-week program, registrants will be awarded a certificate of completion and digital badge for their LinkedIn profile and resume.

PROGRAM INFORMATION

SIX LIVE AND/OR ON-DEMAND COURSES

The 6-week Content Marketing Certificate Program modules include the topics of:

• Editorial Planning and Team Structure

• Developing a Content Marketing Strategy

• Storytelling Strategies for Content Marketing Success

• Gaining Exposure for Your Content Marketing Program

• Social Media and Influencer Tactics to Boost Effectiveness

• Content Marketing Measurement and Analytics

MODULES

1

This certificate program is designed for:

• Manager and senior-level PR and communication professionals.• Professionals who are responsible for brand storytelling efforts.• Any professional responsible for managing a corporate communications team.• Leaders charged with advising on brand growth strategies, new media and PR innovation.• Professionals responsible for managing digital communications.• Managers with five or more years of experience.

2

By the end of this certificate program, participants will have learned how to:

• Master the ability to create and repurpose content that aligns with their business goals.• Leverage their content across paid, earned, shared and owned platforms.• Define ways to collect data to enable them to analyze the effectiveness of their campaigns.

OBJECTIVES

WHO SHOULD ENROLL

PROGRAM DESIGN

Content marketing has become the industry standard where marketing and public relations collide. MediaSource is thrilled to be a part of PRSA’s efforts to make communications professionals smarter, better prepared and more connected to content marketing. The Content Marketing Certificate Series will teach attendees what they need to know about this tactic and prepare them to succeed now and in the future.

– Lisa Arledge-Powell

“

“

MODULE SPEAKER/MODERATOR

GUESTSPEAKER(S)

DATE & TIME

1Editorial Planning and Team Structure

LISA ARLEDGE-POWELLPresident

Media Source

RONALD PETROVICH Director, Communications Mayo Clinic Public Affairs

DEBORAH BALZER Senior Specialist Mayo Clinic Public Affairs

Oct. 31, 20183 p.m. EDT

2Developing a Content Marketing Strategy

LISA ARLEDGE-POWELLPresidentMedia Source

MICHAEL BRENNERKeynote Speaker, AuthorCEO, Marketing, Insider GroupCMO, Concured

Nov. 7, 20183 p.m. EDT

3Storytelling Strategies for Content Marketing Success


JOE GURA, M.S.Senior Product Marketing ManagerMicrosoft Support Solutions GroupMicrosoft

Nov. 14, 20183 p.m. EDT

4Gaining Exposure for your Content Marketing Program


GINI DIETRICHFounder and CEOArment Dietrich Inc.

Nov. 28, 20183 p.m. EDT

5Social Media and Influencer Tactics to Boost Effectiveness


DANICA KOMBOLPresidentEverywhere Agency

Dec. 5, 20183 p.m. EDT

6Content Marketing Measurement and Analytics


KEVIN VOLZStrategy and Analytics ManagerMediaSource

SAM TOMLINSON-RUCHLEWICZVice President of Digital Strategyand Data AnalyticsWarschawski

KATIE PAINESenior Measurement ConsultantPaine Publishing

Dec. 12, 20183 p.m. EDT

3

SCHEDULE

A successful content marketing program is one that is strategic. This module will show attendees why one of the most important parts of their content marketing work should be planning and how they can structure their team for content marketing success — from training internal team members to allocating external work. Additionally, attendees will learn the necessary editorial planning and content management processes needed to execute a successful program. Presenters will share tips on finding stories, getting company buy-in and how to join national conversations on behalf of a brand.

OCT. 31 • 3–4:30 P.M. EDT

EDITORIAL PLANNING AND TEAM STRUCTURE

4

SPEAKER/MODERATOR

GUEST SPEAKERS

LIVE/ON-DEMAND MODULES

Lisa Arledge-PowellPresidentMediaSource

Ronald Petrovich Director, Communications Mayo Clinic Public Affairs

Deborah Balzer Senior SpecialistMayo Clinic Public Affairs

Communication and public relations professionals need to add content marketing to their skill set to fit into an evolving communications industry where PR, digital, social and marketing all work together to meet a company’s business goals. This module will help attendees understand what content marketing means and how it can help them achieve their objectives. Attendees will learn the principles behind developing a content marketing strategy as well as the various tactics that can be used in content marketing campaigns. The learnings will be augmented by real examples in the form of case studies from some of the best content marketing campaigns, and attendees will leave understanding how to get started in content marketing as a communications professional.

NOV. 7 • 3–4:30 P.M. EDT

DEVELOPING A CONTENT MARKETING STRATEGY

5

SPEAKER/MODERATOR

GUEST SPEAKER



Michael BrennerKeynote Speaker, AuthorCEO, Marketing, Insider GroupCMO, Concured

Storytelling is not one-size-fits-all. In this module attendees will learn how to create a storytelling strategy to fit their brand and reach their target audience. Attendees will learn what makes a good story and how to structure it as well as learn when to use different types of multimedia content including video, graphics, 360 and virtual reality. This module will equip attendees with an understanding of which style of content works best for different channels.

NOV. 14 • 3–4:30 P.M. EDT

STORYTELLING STRATEGIES FOR CONTENT MARKETING SUCCESS

6

SPEAKER/MODERATOR

GUEST SPEAKER



Joe Gura, M.S.Senior Product Marketing ManagerMicrosoft Support Solutions GroupMicrosoft

You created content. Now what? Great content is most valuable when you get it in front of your target audience. Attendees will learn how to select distribution channels and learn why the PESO model should be a part of a content marketing exposure strategy. This module also will showcase best practice examples and leave attendees with ready-to-implement tips on modern outreach tactics, from SEO to viral outreach.

NOV. 28 • 3–4:30 P.M. EDT

GAINING EXPOSURE FOR YOUR CONTENT MARKETING PROGRAM

7

SPEAKER/MODERATOR

GUEST SPEAKER



Gini DietrichFounder and CEOArment Dietrich Inc.

Social media is constantly evolving, and it is imperative for all Communication and Public Relations professionals stay current on the trends. In this module, attendees will learn how earned media and social media intersect with new social-based media outlets. Understanding the variables of this intersection will aid in pitching content for these channels. Additionally, this module will explain how influencers can be incorporated into their storytelling strategy to drive business goals, as well as where paid social fits into the content marketing mix.

DEC. 5 • 3–4:30 P.M. EDT

SOCIAL MEDIA AND INFLUENCER TACTICS TO BOOST EFFECTIVENESS

8

SPEAKER/MODERATOR

GUEST SPEAKER



Danica KombolPresidentEverywhere Agency

While it may be the last step in your content marketing campaign, showing the ROI is one of the most important content marketing components, and one that should be planned at the beginning of your campaign. In this module attendees will learn strategies to help them determine what they should measure and methods to help them set up a measurement program as well as understand key metrics, measurement tools and tricks, and how to create C-suite reports that show ROI.

DEC. 12 • 3–4:30 P.M. EDT

CONTENT MARKETING MEASUREMENT AND ANALYTICS

9

SPEAKER/MODERATOR

GUEST SPEAKERS



Kevin VolzStrategy and Analytics ManagerMediaSource

Sam Tomlinson-RuchlewiczVice President of Digital Strategy and Data AnalyticsWarschawski

Katie PaineSenior Measurement ConsultantPaine Publishing

LEARN AS A GROUPSpecial Rates are available for groups of five or more. Please contact PRSA for more details.

PRSA MEMBER RATES*

Early Bird Rate (before Oct. 4) $1, 295

Regular Rate (after Oct. 4) $1,495

NONMEMBER RATE

$1,795

*Global Alliance members qualify for the PRSA Member Rate.

CANCELLATIONS/REFUND POLICYRefund of the Content Marketing Certificate Program fee, less an administrative fee of $100, will be made if written notice of cancellation is postmarked no later than Oct. 17, 2018. Registrants whose cancellation requests are postmarked later Oct. 17, 2018, will NOT be entitled to a refund. Cancellation of registration for this event must be made in writing and mailed to: PRSA Content Marketing Certificate Program, 411 Lafayette Street, Suite 201, New York, NY 10003, or faxed to (212) 460-5460. If you cannot attend, you may notify PRSA by Oct. 17, 2018, if another person will be attending the conference in your place. For substitution, PRSA nonmembers must pay the appropriate difference in the registration fee. Please call (800) 350-0111 to make this notification.

DETAILS & PRICING

10

APR MAINTENANCE CREDITParticipants earn 1.0 APR Maintenance Credit for each completed session of this course, for a total of 6.0 APR Maintenance Credits.

FOR MORE INFORMATION AND TO REGISTER Visit bit.ly/prsacontentmktg

FOLLOW ALONG:#PRSAContentMarketing

CONTACTJason Barnhart - Director, Professional Development(212) 460-1480 • [email protected]

120 Wall Street, F

loor 21N

ew York, N

Y 10005

OCT. 31– DEC. 12, 2018 - Public Relations Society of Americaapps.prsa.org › Learning ›...

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