Rationale

Online content and social media being currently at the forefront of our everyday digital experience, not only serve as communication channels that offer multiple opportunities to reach out to people, but also, consist integral aspects of the practice of public relations. Hence, this course aims to explore the numerous possibilities and benefits of content creation as part of an organisation’s public relation’s strategy for the creation of effective campaigns. The students will learn how to create content that is relevant to their target audience and distinguish the best practices and communication platforms to present their ideas through visual and written content. In addition, the course examines the different forms of content creation, content planning, the basics of copywriting and SEO combining in this way both, theory and practice, to experiment with a range of applications, and social media tools for the creation of unique content.

Learning Outcomes

At the end of the course students will be expected to:
(i)    Define content creation as experienced today.
(ii)   Describe the role it plays in public relations strategic planning and success.
(iii)  Define the various applications and social media tools used by public relations practitioners and discuss the recent trends in their usage.
(iv)  Produce creative visual and written content that is both compelling for the audience and appropriate for the company they represent.
(v)   Implement different content strategies and make the appropriate tools selection for campaign planning and setting.
(vi)  Research ideas and creatively expand on them with the use of different multimedia tools.
(vii) Conduct keyword research to receive audience insight.
(viii) Assess stakeholders’ and clients’ needs.
(ix)  Determine the process of developing, sharing and optimising content.
(x)   Evaluate social media performance through tracking metrics.
(xi)  Continuously be aware of the innovations and trends of the field.