The document summarizes a two-day masterclass on strategic online public relations and media relations. The masterclass will cover [1] how to effectively manage PR and media relations online, [2] using social media in PR strategies, and [3] integrating social media, PR, and media relations for audience engagement. Speakers will provide case studies and workshops on topics like social media crisis management, online reputation management, and leveraging social media for corporate social responsibility programs. The event is aimed at communication, PR, and social media professionals.

1. THINKING BEYOND THE OBVIOUS
Strategic Online PR
& Media Relations
Masterclass
30 – 31 May 2012
Crown Plaza Hotel, Rosebank
SETA Accreditation No. 2502

2. OVERVIEW
The internet has totally revolutionised the practice of public relations and media relations. This revolution
has not only affected the way PR professionals and Media Relations communicate but has also changed the
nature of communication itself. Since the advent of the digital world organisations need to understand how
to effectively manage their Public Relations and Media Relations online to stay abreast of their competitors
and retain their clients and customers.
This masterclass will help you gain a greater understanding of the power of online PR and Media Relations
by connecting you with peers who have successfully used online technologies to ignite and accelerate the
adoption of new behaviors. Join us and find out how key social media platforms are rapidly evolving and
how savvy PR and Media Relations specialists are developing creative campaigns and programmes to take
advantage of these new online frontiers.
The strategic online PR and Media Relations masterclass will bring PR practitioners from all over Africa and
is a must attend event to come and hear the exciting developments in online engagement and find out
ways to up your game with an unsurpassed selection of smart and innovative communications strategies.
BENEFITS OF ATTENDING
• Build winning corporate online communication strategies
• Gain new insights into social media and other social media tools
• Keeping abreast of how to use social media in your PR strategy
• Establishing and maintaining relationships with the media online
• Dealing with a social media crisis
• Leveraging social media to enhance your CSR programmes
• Understanding how sustainable online strategy build long-term returns
WHO SHOULD ATTEND
• Communication Managers
• Media Relations Managers
• Public Affairs Managers
• Public Relations Managers
• Corporate Communication Managers
• Corporate Affairs Managers
• Social Media Managers
• Online Communication/PR/Media Managers
YOUR DISTINGUISHED SPEAKERS
Carla Jones General Manager and Chief Strategist, SaidWot
Tshepo Matseba APR President-Elect, Public Relations Institute of Southern Africa
Keke Lebaka Social Media Campaign Manager, Quirk
Dorcas Hove Regional Director, Federation of African Women in Media
Thabisile Phumo Head corporate Communications, Anglo Platinum
Julio Romo MCIPR Communications Consultant, Digital Strategist,
Freelance Journalist and Trainer, United Kingdom
Bellinda Carreira Director: Interactive Marketing, Standard Bank Group
GLOBAL PROSPECTUS TRAINING (PTY) LTD. Chief Executive O er - Dhevaraj Pillay
Johannesburg - Tel: +27 11 781 6222 Fax: +27 11 781 6044 Marketing - m2@globalprospectus.co.za Auditors - Russell Bedford SA (Jhb) Inc.
Pietermaritzburg - Tel: +27 33 391 4229 Fax: +27 33 391 5722 Design - www.designmaster.co.za (071 018 8355) Legal - DA Morris & Associates

3. AGENDA DAY 1
08:00 – 08:30 11:30 – 12:30
Registration & Morning Refreshment How social media impacts on your
public relations strategy
08:20 – 08:30 • Preparing your company for social media
Opening remarks from the Chair • Dealing with a social media crisis
• Social media policies
• Online reputation management vs social media management
08:30 – 09:30 • Social media management tools
Strategic online media relations Keke Lebaka - Social Media Campaign Manager, Quirk
for maximum exposure
• Understanding the digital media environment 12:30 – 13:30 Networking luncheon
• Identifying key strategic issues
• Building a message bank
• Media profiling and list compilation 13:30 – 14:30
• Compiling your online media kit Media women in Southern Africa and the Internet:
• Maximising social media opportunities Case Study
• Establishing and maintaining relationships with the media • Publicizing the role of media women in development
• Proactive crisis communication • Networking
• The time factor • Advocacy, Lobbying & Campaigns
• Evaluation - return on investment • Fundraising
Tshepo Matseba APR - President-Elect, Public Dorcas Hove - Regional Director,
Relations Institute of Southern Africa (PRISA) Federation of African Women in Media
09:30 – 10:30 14:30 – 15:30
Importance of online reputation management Maximising the impact of your CSR programmes
within a business strategy through social me
• Online reputation management defined • Context of CSR
• ORM – The core of every successful Business Strategy • Paradigm shifts in CSR
• Addressing ORM within the 5 P’s of marketing • Impact of CSR programmes on your brand
• Measurement criteria considerations for ORM • Leveraging Social Media to enhance your CSR programmes
• Sustainable online strategy builds long-term Return Thabisile Phumo - Head corporate Communications,
Carla Jones - General Manager and Chief Strategist, Anglo Platinum
SaidWot
10:00 – 10:30 15:30
Networking over mid-morning tea Networking over afternoon tea and end of day 1
10:30 – 11:30
Integrating PR, media relations and social media -
the strategic advantage, practical considerations:
Standard Bank Case Study
Bellinda Carreira - Director: Interactive Marketing,
Standard Bank Group
AGENDA DAY 2
08:00 – 08:20 12:00 – 13:00
Registration and early-morning refreshments Networking Luncheon
08:20 – 08:30 13:00 – 15:30 WORKSHOP 2:
Opening remarks from the facilitator Using social media to maximise your media
relations activity
08:30 – 12:00 WORKSHOP 1: • How do journalists use social media?
Integrating social media and public relations for • How to I find journalists on social networks?
• How do I create a social media newsroom?
better audience engagement • How bloggers set the news agenda and
• How do you integrate social networking in your how do I work with them?
communications and marketing strategies?
Julio Romo MCIPR - Communications Consultant,
• How do you reach out to your audiences on their social
networking platforms? Digital Strategist, Freelance Journalist and Trainer,
• How do your audiences behave online? United Kingdom
• Which social networks are best for my companies?
• Do I need a mobile strategy? Both workshops will be interactive with
Julio Romo MCIPR - Communications Consultant, progressional insight and interactive tasks
Digital Strategist, Freelance Journalist and Trainer,
United Kingdom 15:30 End of Masterclass