Digital and social media training for corporate communications and public affairs. Learn how to maximise the opportunities of online PR and minimise the risks of social media. Custom courses delivered anywhere in the world.

1. DIGITAL AND SOCIAL MEDIA
TRAINING
for corporate communications and public affairs

2. DIGITAL AND SOCIAL MEDIA TRAINING
for corporate communications and public affairs
Learn how to maximise the opportunities of online PR and minimise the risks of
social media
CORE COMPETENCIES COURSES
• Online PR driving licence
• Online communications strategy
• Online communications management
MASTER CLASSES
• Modern media relations
• Executive visibility and thought leadership
• Online crisis communications
• Digital public affairs
“The comms wunderkind is seriously web savvy, his CV reads like a top ten of all things tech”
PRWeek Power Book

3. CORE COMPETENCIES

4. ONLINE PR ‘DRIVING LICENCE’
Learn all the fundamental digital skills a modern public relations practitioner
needs
Comprehensive communications competencies course:
• Facebook, Twitter, Google+, LinkedIn and YouTube from a PR
perspective
• Blogs, podcasting and live video streaming
• Photo, video and document publishing and sharing
• Social news sharing and bookmarking
• Social media news releases and newsrooms
• Pitching online media and blogs
The emphasis is on how public relations professionals can
practically use these tools in their day to day life and help with
existing activities such as media relations.
“Stuart is a PR professional who understands the digital age. He's an expert in word of mouth
marketing. I'd hire him straight away.”
Tom Watson MP, world’s first government Minister for Digital Engagement

5. ONLINE COMMUNICATIONS MANAGEMENT
If you’ve mastered the fundamentals then learn how to manage it day-to-day
If you’ve already got to grips with social media then learn how to
manage it for your organisation:
• Choose the best free and paid-for tools and platforms
• Online tactics to ensure success
• Monitor, listen, understand and interact
• Build and engage communities
• Create buzz and attention
The focus is firmly on how to use social media tools and
platforms more effectively in order to achieve your
communications objectives and make the way you work day-to-
day more effective.
“It was a very fun and informative course. I learned a lot from it and can‟t wait to implement it in my
work.”
Kuwait National Petroleum Company

6. ONLINE COMMUNICATIONS STRATEGY
Integrate online PR and social media into corporate communications strategy
Online PR and social media doesn’t require a separate social
media strategy, but should be integrated into your current
corporate communications strategy. Learn how to:
• Set objectives
• Identify audiences, influencers and stakeholders
• Select and use the most appropriate social media tools and
platforms
• Develop messages in the right tone and style
• Assign resources
• Develop strategies for multiple countries and brands
• Measure, evaluate and report success
“It‟s fabulous getting Stuart to do this as his knowledge and experience shine through. His session got
4 out of 5 for relevance. He is also very engaging.”
Andrew Thomas, Publisher, Communicate magazine

7. MASTER CLASSES

8. MODERN MEDIA RELATIONS
Learn how to use SEO and social media to improve your media relations
Online is becoming increasingly important for mainstream media,
newspapers and broadcasters so public relations professionals need to
master Search Engine Optimisation and social media:
• Learn how modern newsrooms operate, work with online editors and
pitch bloggers
• Use search analytics to create target media lists and pitch your content
to mainstream media
• Optimise you content for search and maximise the value of positive
coverage
• Develop multimedia video, audio, photo and infographic content
• Use social networks and social media for pitching and journalist
relationships
• Offer publishers an opportunity for more reader engagement
• Become a publisher and use social media news releases, newsrooms
and corporate blogs
“Stuart is a great instructor and shared all of his practical experience. This was one of the best
courses I‟ve had.”
Human Resources Development Fund of the Kingdom of Saudi Arabia

9. EXECUTIVE VISIBILITY THOUGHT
LEADERSHIP executives can use social media effectively
Learn how senior c-suite
Learn how senior c-suite executives and directors can use social media
in their leadership roles:
• Improve executive visibility and reputation
• Create and enhance thought leadership
• Learn which social networks to use and those to avoid
• Build and maintain contacts and effective networks
• Discover which tasks can be delegated and which can’t
• Effective tone of voice and messaging
• Make the best use of valuable time
Benefit from our experience working with CEOs and senior government
cabinet ministers to learn how senior leaders can safely and effectively
use social media and social networks.
“Stuart‟s evident wealth of experience meant that he made social media relevant to me as a corporate
communicator.”
Frontex, European Union border force, Warsaw, Poland

10. ONLINE CRISIS COMMUNICATIONS
Discover how to help prevent an online issue becoming a crisis
Learn how to develop online crisis communications plans:
• Set-up real-time monitoring and early warning systems
• Track activists, NGOs and campaigners
• Set-up online crisis communications hubs
• Creating and distributing content
• SEO in a crisis
• Message development
• Real-time messaging and response systems
“Passionate, innovative, responsive.”
Simone Bresi-Ando, Global Corporate Communications Manager, Sony Ericsson

11. DIGITAL PUBLIC AFFAIRS
Essential digital and online PR skills for public affairs professionals
Learn how social media and online PR can be used as an
essential part of your public affairs strategy:
• Identify, monitor and improve relations with online
influencers
• Use online to engage with powerful offline influencers
• Use search to pull policy makers and stakeholders to you
• Create compelling, persuasive content that stakeholders will
want to share
• Use social media to influence mainstream media coverage
• Use online advertising for news and policy objectives
“Thank you so much for your hard work on the campaign. Your media and comms was brilliant. I‟ve
never been so well „Twittered;.”
Alan Johnson MP, former senior UK government cabinet minister

12. ABOUT US

13. BENEFITS OF OUR TRAINING
• Corporate communications focused, not just generic
social media classes
• Custom content and scenarios based around your
business and sector, combined with best practice from
peers and other sectors
• Mentoring available after the course has finished
• Confidential so sensitive information can be shared in
private training sessions
• Integrated into your existing corporate communications
• Cost effective as can be run for multiple members of the
team
• Save time and money on travel with training provided
anywhere in the world to suit your needs

14. TRAINING FORMAT
• Every course tailored to specific needs of delegates
• Theory and practical workshops, not just ‘talk and chalk’
• One day or a package of days of different courses
• Secure online access to course materials
• Private courses for just your company or open courses
with delegates from a range of organisations
• Delivered anywhere in the world at your premises or
executive training facilities

15. ABOUT YOUR TRAINER
• Stuart Bruce is an award-winning international
communications consultant specialising in digital corporate
communications, online public relations, digital public affairs
and social media
• Extensive global public relations experience in the
UK, European Union, Eastern Europe, Middle East and USA
• Listed in the PRWeek Power Book of the top 1% of most
influential PR people in the UK
• Before starting SBA he was founder and managing director
of one of the UK’s leading specialist online public relations
consultancies succeeding in less than four years to grow it
into a PRWeek Top 150 Consultancy and Top 40 Digital
Consultancy
“Stuart is a PR professional who understands the digital age. He's an expert in word of mouth
marketing. I'd hire him straight away.”
Tom Watson MP, world’s first government Minister for Digital Engagement

16. ABOUT YOUR TRAINER
• One of the world’s first public relations bloggers and his A PR Guy’s
Musings blog is still one of the world’s highest ranked PR blogs
• Recently co-authored two PR business books, both to be published in
summer 2012
• Visiting lecturer at Leeds Metropolitan University teaching online
public relations to international post-graduate and MBA students
• Founder member of the Chartered Institute of Public Relations’ Social
Media Council
• Worked at the highest levels in UK politics as Director of
Communications for two senior UK government cabinet ministers
• Worked with the United Nations in New York to publish the world’s
first international research examining how FT Global 500 companies
use social media as part of their CSR strategy

17. SELECTED CLIENT EXPERIENCE
Arts Council - UK Human Resources Development Fund - Saudi
Association of Business Schools - UK/Global Arabia
Bahrain Defence Force - Bahrain Independent Police Complaints Commission -
Bahrain Petroleum Company - Bahrain UK
Bahrain Telecommunications Company - King Abdullah University of Science and
Bahrain Technology - Saudi Arabia
British Library - UK/Global Kingdom Holding Company - Saudi
Arabia/Global
Carlsberg - Denmark/UK/Global Kuwait National Petroleum Company - Kuwait
Cass Business School - UK/Global Labour Party - UK
Central Office of Information - UK Ministry of Defence - UK
Chartered Institute of Public Relations - UK Bahrain Ministry of Education - Bahrain
Department for Education and Employment - National Health Service (NHS) - UK
UK
Diesel - Italy/Global PayPal - UK
Discovery Channel - UK/Europe Samsung - Korea/Global
First Direct - UK Smith and Nephew - UK/Global
Frontex (European Union border force) - Sony Ericsson - UK/Sweden/Global
Poland/Europe Unilever - UK/Netherlands/Global
GlaxoSmithKline - UK/Global United Nations - USA/Global
Gulf 4 Good - GCC VIVA Kuwait - Kuwait
HSBC - UK/Global World Vision - UK/Global

18. CONTACT STUART BRUCE
+44 20 3239 1093 | training@stuartbruce.eu
Twitter stuartbruce | Skype stuartbrucepr
Blog www.stuartbruce.biz | Consultancy www.stuartbruce.eu
“The comms wunderkind is seriously web savvy, his CV reads like a top ten of all things tech”
PRWeek Power Book