Course	Digital Marketing, Public Relations & Media Management
Duration	05 Days
Date	July 06-10,2026
Venue	Bangkok, Thailand
Investment	1,890 USD
Email	info@bctci.com
WhatsApp	+66 94 7800 807

Course Overview

This 5-day professional program is designed to strengthen participants’ ability to plan, manage, and evaluate digital marketing, public relations, media engagement, and communication strategies in a fast-changing business environment.

The course combines modern digital marketing tools, public relations strategy, brand reputation management, media communication, crisis response, content planning, social media management, analytics, AI-supported communication, and stakeholder engagement.

It is suitable for marketing managers, PR officers, communication professionals, media relations teams, corporate affairs officers, government communication staff, brand managers, customer experience teams, and executives responsible for visibility, reputation, and public engagement.

Course Objectives

By the end of the course, participants will be able to:

• Understand the relationship between digital marketing, public relations, media management, and corporate reputation.
• Design integrated communication strategies for online and offline audiences.
• Develop effective digital marketing campaigns across social media, search engines, websites, and email platforms.
• Strengthen brand visibility through SEO, content marketing, paid ads, and audience targeting.
• Manage public relations activities including press releases, media briefings, interviews, and stakeholder engagement.
• Build professional media management plans for traditional, digital, and social media channels.
• Use storytelling techniques to communicate organizational value, trust, and credibility.
• Apply AI tools for content planning, campaign improvement, social listening, and communication productivity.
• Respond professionally to negative publicity, misinformation, and communication crises.
• Measure campaign performance using key metrics, analytics, dashboards, and reporting tools.

Course Outline:

Foundations of Digital Marketing, PR & Strategic Communication

Module 1: Introduction to Modern Digital Marketing, PR & Media Management

• The changing communication landscape
• Difference between marketing, PR, media relations, and corporate communication
• Paid, owned, earned, and shared media
• Why reputation and visibility are now connected
• Key responsibilities of modern communication teams

Module 2: Understanding Audiences, Stakeholders & Market Segments

• Identifying target audiences and stakeholder groups
• Customer personas and stakeholder mapping
• Audience needs, interests, fears, and decision-making behavior
• B2B, B2C, government, NGO, and public-sector communication differences
• Matching messages to audience expectations

Module 3: Brand Positioning & Communication Identity

• Defining brand personality and communication tone
• Value proposition and competitive positioning
• Building trust, authority, and recognition
• Consistency across digital and traditional channels
• Common branding mistakes in public communication

Module 4: Integrated Communication Strategy

• Aligning digital marketing, PR, and media plans
• Setting SMART communication objectives
• Message architecture and communication pillars
• Campaign planning framework
• Turning organizational goals into communication actions

Module 5: Reputation, Trust & Public Perception Management

• How reputation is formed online and offline
• Public trust, credibility, and brand confidence
• Monitoring perception across media platforms
• Managing reviews, comments, and public feedback
• Reputation risks and early warning signs

Digital Marketing Strategy, SEO, Social Media & Paid Campaigns

Module 6: Digital Marketing Planning & Campaign Design

• Digital marketing funnel: awareness, interest, conversion, loyalty
• Campaign objectives and platform selection
• Organic vs paid marketing strategies
• Budgeting and campaign scheduling
• Building a campaign calendar

Module 7: Website Strategy, SEO & Online Visibility

• Website role in digital marketing and PR
• Search engine optimization fundamentals
• Keywords, meta titles, meta descriptions, and landing pages
• Content structure for higher visibility
• Common SEO mistakes and improvement actions

Module 8: Social Media Strategy & Platform Management

• Choosing the right platforms: Facebook, LinkedIn, Instagram, YouTube, TikTok, X
• Social media content types and posting strategy
• Building professional engagement
• Managing comments, inbox, and community responses
• Social media governance and approval process

Module 9: Paid Advertising & Audience Targeting

• Introduction to Google Ads, Meta Ads, and LinkedIn Ads
• Search ads vs display ads vs social ads
• Target audience selection and exclusions
• Ad copy, creative testing, and call-to-action design
• Budget control, CPC, CPM, CTR, conversion, and campaign optimization

Module 10: Email Marketing, WhatsApp Marketing & Lead Nurturing

• Building professional email campaigns
• Subject lines, personalization, and segmentation
• WhatsApp communication for business development
• Lead nurturing and follow-up strategy
• Avoiding spammy communication and protecting brand image

Public Relations, Media Relations & Corporate Communication

Module 11: Public Relations Strategy & Corporate Image Building

• Role of PR in organizational success
• PR planning process and communication objectives
• Internal and external PR activities
• Public image, goodwill, and credibility
• Building long-term stakeholder relationships

Module 12: Press Releases, Media Statements & Official Announcements

• Structure of a professional press release
• Writing strong headlines and opening paragraphs
• Quotes, facts, background, and media contact details
• Approval process before publication
• Common errors in official communication

Module 13: Media Relations & Journalist Engagement

• Understanding how journalists and media houses work
• Building a media contact database
• Pitching stories professionally
• Handling media requests and interviews
• Maintaining ethical and respectful media relationships

Module 14: Executive Communication & Spokesperson Skills

• Preparing executives for public communication
• Key message development
• Interview preparation and briefing notes
• Voice, confidence, body language, and clarity
• Managing difficult questions professionally

Module 15: Internal Communication & Employee Engagement

• Importance of internal communication
• Staff announcements, newsletters, and internal campaigns
• Change communication and leadership messaging
• Employee advocacy on social media
• Preventing internal communication gaps

Content, Storytelling, Media Production & Crisis Communication

Module 16: Content Marketing & Brand Storytelling

• Creating meaningful and audience-focused content
• Storytelling for brands, institutions, and public programs
• Educational, promotional, inspirational, and trust-building content
• Content themes and monthly content planning
• Turning events, reports, and achievements into stories

Module 17: Visual Communication, Video & Creative Direction

• Design principles for professional communication
• Using images, videos, infographics, and short clips
• Basic creative briefing for designers and agencies
• Maintaining brand consistency in visuals
• Avoiding overcrowded and low-quality creative materials

Module 18: Media Event Management & Public Engagement

• Planning press conferences, briefings, launches, and public events
• Invitations, media kits, agenda, and spokesperson preparation
• Event photography and post-event content
• Managing VIPs, partners, and media attendance
• Post-event publicity and reporting

Module 19: Crisis Communication & Negative Publicity Management

• Types of communication crises
• Crisis response team and approval flow
• Holding statements and public responses
• Managing misinformation, complaints, and viral issues
• Recovery strategy after a crisis

Module 20: Ethics, Compliance & Responsible Communication

• Ethical marketing and truthful communication
• Data privacy and responsible audience targeting
• Copyright, image use, and content ownership
• Avoiding misleading claims and reputational damage
• Communication governance and approval standards

Analytics, AI, Campaign Evaluation & Practical Action Planning

Module 21: Digital Analytics & Performance Measurement

• Key performance indicators for marketing and PR
• Reach, impressions, engagement, clicks, leads, conversions
• Website traffic, campaign source, and user behavior
• Media coverage measurement
• Turning data into management reports

Module 22: Social Listening & Online Reputation Monitoring

• Monitoring brand mentions and public sentiment
• Identifying trends, complaints, and opportunities
• Competitor monitoring
• Review management and response planning
• Early detection of reputational risks

Module 23: AI in Digital Marketing, PR & Media Management

• AI tools for content ideas and campaign planning
• AI-assisted writing for posts, emails, and press materials
• AI for audience research and performance insights
• Risks of AI-generated content
• Human review, fact-checking, and brand protection

Module 24: Campaign Reporting, Management Presentation & ROI

• Preparing communication performance reports
• Linking marketing and PR activities to organizational goals
• ROI, cost per lead, conversion quality, and reputation value
• Dashboard structure for executives
• Presenting results clearly to management

Module 25: Practical Workshop: Integrated Digital Marketing, PR & Media Plan

• Group development of a real communication campaign
• Audience selection and message design
• Content calendar, media plan, and digital ad plan
• Crisis response and reputation protection checklist
• Final presentation, feedback, and action plan

Personal Impacts

Participants will personally benefit by gaining the ability to:

• Communicate more confidently with audiences, stakeholders, media, and management.
• Design stronger digital campaigns with clearer objectives and better targeting.
• Write more professional posts, press releases, emails, and media statements.
• Understand how to manage public perception and protect reputation.
• Use digital tools, analytics, and AI more effectively in daily communication work.
• Handle media questions, complaints, and crisis situations with professionalism.
• Improve leadership visibility and executive communication support.
• Become more strategic, data-driven, and confident in marketing and PR decisions.

Organizational Impacts

Organizations will benefit through:

• Stronger brand visibility and professional public image.
• Improved digital marketing performance and better quality leads.
• More consistent communication across departments and platforms.
• Better media relationships and stronger public credibility.
• Faster and more professional response to crises or negative publicity.
• Improved stakeholder trust and audience engagement.
• Better use of analytics for decision-making and campaign improvement.
• More organized content planning, campaign reporting, and communication governance.
• Reduced risk of misleading, inconsistent, or reputationally harmful communication.
• Stronger alignment between communication activities and business objectives.

Main Takeaways

By the end of the program, participants will take away:

• A complete understanding of digital marketing, PR, and media management integration.
• Practical tools for audience targeting, campaign planning, and content strategy.
• Templates for press releases, media statements, content calendars, and campaign reports.
• Techniques for improving SEO, social media engagement, and paid campaign results.
• Skills for handling media relations, public announcements, and executive communication.
• Crisis communication methods for protecting reputation during sensitive situations.
• Knowledge of AI-supported communication tools and their responsible use.
• A ready-to-apply integrated communication action plan.

Course Strategies:

The course will be delivered using a practical, interactive, and application-focused approach, including:

• Expert-led presentations to explain key concepts, frameworks, and best practices.
• Real-world case studies from corporate, government, media, and public communication environments.
• Group discussions to connect concepts with participants’ organizational realities.
• Practical writing exercises for press releases, social media posts, email campaigns, and crisis statements.
• Campaign planning workshops to design integrated digital marketing and PR plans.
• Media simulation activities including interview preparation and difficult-question handling.
• Digital marketing exercises covering targeting, content planning, SEO, and performance indicators.
• AI-assisted communication demonstrations for productivity, content planning, and analysis.
• Peer review and facilitator feedback to improve practical outputs.
• Final action planning session to help participants apply learning after the course.

Course Essentials

Participants should complete the course with the following essential capabilities:

• Ability to develop an integrated digital marketing, PR, and media management strategy.
• Ability to identify target audiences and create suitable messages for each group.
• Ability to plan and manage social media, email, website, and paid advertising activities.
• Ability to prepare professional press releases, media statements, and communication materials.
• Ability to manage media relationships and support executive communication.
• Ability to design content calendars and storytelling campaigns.
• Ability to respond to negative publicity and communication crises.
• Ability to use analytics to evaluate performance and report results.
• Ability to use AI tools responsibly for communication productivity.
• Ability to build a practical action plan for improving organizational visibility, reputation, and engagement.