Because, remarkably, digital PR is such a new concept for many clients, I tend to kick off with a session that briefly shows where they stand alongside their competitors in the digital world, give a glimpse of what’s being said about them online, and then outline how the use of a combination of channels is likely to impact on the success of their company. It’s often eye-opening for them to discuss how much of their budget is currently allocated to online compared with the time spent on particular digital media by their customers and prospects.
In the past I have also trained staff in web and presentation design, the British Army on media relations and youth marketing and Tribal DDB on PR. Other training includes strategy in proposal writing for Cunning, and media relations for Hill and Knowlton. I have written a PR guide for the Department of Trade and Industry which is used by UK Online centres around the country.