Social Media for Comms & PR

Social media is now a core part of organisational communications – shaping how organisations build relationships, communicate with stakeholders, support leaders, manage reputation and respond when issues emerge.

This practical workshop takes a PR and communications lens to social media, helping participants make better strategic decisions about where and how their organisation participates.

Rather than trying to cover every aspect of social media marketing, the workshop focuses on the areas most relevant to communications professionals: strategy, audiences, LinkedIn, organisational and leadership content, AI-assisted workflows, community management, issues and reputation.

Participants will work through practical frameworks, current examples and exercises relevant to communications environments.

Learning Outcomes

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

• Explain the role of social media within a broader communications and PR strategy, and identify the range of objectives it can support (awareness, engagement, advocacy and reputation).
• Develop social media objectives that are aligned with organisational and communications goals.
• Examine audience and platform behaviour to select the right platform, voice and content approach for a given audience – including LinkedIn for organisational and leadership communications.
• Develop engaging social content from organisational messages, reports and other source material for different platforms, audiences and voices.
• Apply AI tools to support planning, drafting and repurposing of social content, and assess the boundaries required to use AI responsibly.
• Apply practical approaches to community management, and determine appropriate responses to emerging issues and reputational risk.
• Identify the governance, legal, ethical and accessibility considerations that apply when publishing on social media.

Meet our Program Leader

Tara McFall
Digital Strategist, Educator and Facilitator

With more than 18 years working across digital marketing, eCommerce and technology, Tara helps people and organisations build the skills and confidence to navigate an ever-changing digital world.

She’s led digital and eCommerce initiatives at eBay Australia, QT Hotels and Moët Hennessy and, as a Lead Instructor and Distinguished Faculty Member with General Assembly, has taught digital skills to thousands of professionals and organisations across a wide range of industries.

Tara has also delivered training for the Australian Marketing Institute, Australian Institute of Management and Social Media College. She is the co-founder of Sustainable Growth Co., where she helps organisations strengthen their brand and digital presence, improve customer experiences and make better use of technology.

Tara loves cutting through the jargon and making digital marketing and emerging technology practical, useful and easier to put into action.