Program description:

Talkwalker, the industry-leading consumer intelligence acceleration platform, and PRCA MENA, the region’s largest community of public relations professionals, are organizing a 6-month training program for all PR and communications professionals looking to increase their knowledge in the field of data-driven PR and business intelligence.

 

Over the course of 6 months, the program will tackle key PR business objectives such as ‘creating audience interest’, ‘brand reinforcement’, ‘building product awareness’, and ‘stimulating product demand’, among others. The trainers will adopt a hands-on approach where participants will have the opportunity to learn by implementing projects corresponding to the ongoing themes of Expo 2020 Dubai.

As the PR industry becomes increasingly reliant on consumer data, practitioners find it imperative to better identify data sources, analyze the conversations, evaluate and assess the risk, as well as translate insights into real-time action.

The training will be conducted by Talkwalker’s Rami Deeb and Kristen Squire, both of whom have extensive experience in marketing and public relations in the region.

Each session will run for 60 minutes over Zoom.

The training program is divided into 6 sessions as follows. Note that each session will follow the monthly theme from Expo.

 

  • Session 1: November 1, 2021: Hyping up the audience and making them want more. This session will correlate with the ‘Climate and Biodiversity’ and ‘Space’ themes of Expo 2020 Dubai.
  • Session 2: December 6, 2021: Reinforcing your brand image, voice, and persona. This session will correlate with the ‘Urban & Rural Development’ and ‘Tolerance & Inclusivity’ themes of Expo 2020 Dubai.
  • Session 3: January 17, 2022: Educating your consumer base about the product. This session will correlate with the ‘Knowledge & Learning’ and ‘Travel & Connectivity’ themes of Expo 2020 Dubai.
  • Session 4: February 15, 2022: From ‘word of mouth’ to increasing sales. This session will correlate with the ‘Global Goals’ and ‘Health & Wellness’ themes of Expo 2020 Dubai.
  • Session 5: March 15, 2022: Building product awareness, anywhere, anytime. This session will correlate with the ‘Food, Agriculture & Livelihoods’ and ‘Water’ themes of Expo 2020 Dubai.
  • Session 6: April 15, 2022: The Talkwalker Approach to Market Intelligence (wrap up)

 

The training program is free to attend and is open to any marketing, PR, or communications professional in the MENA region and beyond. Upon completing the program, each participant will receive a signed certificate from Talkwalker and PRCA MENA.

For any questions or concerns, please feel free to contact Rami at r.deeb@talkwalker.com

For detailed information about each session, please read on:

 

Session 1:

Summary: Trainees will use a dataset from the CPG industry to they could create hype around Climate and Biodiversity/Space (the topics of Expo 2020 Dubai)

How you will benefit:

  • Create more value for your end clients
  • Engage with media outlets in a more strategic manner

What you will learn:

  • Determine the data to examine and leverage, and where to look for it (moving from dispersed data sets to holistic consumer intelligence)
  • Generate awareness and measure consumer engagement
  • Measure hype and enthusiasm in the public sphere (non-quantifiable metrics)
  • Be able to explain to your end clients the importance of audience ‘love’

Session 2:

Summary: Trainees will use a dataset from the Sports industry to reinforce their brand image, voice, and persona around Urban & Rural Development/Tolerance & Inclusivity (the topics of Expo 2020 Dubai)

How you will benefit:

  • Create a brand experience that resonates quickly with a dynamic audience across the MENA
  • Create PR campaigns that go beyond the timeline of the ‘campaign’ (longevity of your message)

What you will learn:

  • Key drivers that are shaping your brand’s voice and image – and ultimately how it’s being perceived

 

Session 3:

Summary: Trainees will use a dataset from the Arts & Entertainment industry to educate the consumer base about the brand.

How you will benefit:

  • Identify information and pain points that your consumer base actually wants to be addressed
  • Create content that is SEO friendly, but still part of the broader conversation

What you will learn:

  • Locate and analyze consumer conversations using the Conversation Clusters, product innovation Trends, and Audience insights tab

 

Session 4:

Summary: Trainees will use a dataset from the Health & Wellness industry to see how they could leverage consumer intelligence to leverage‘word of mouth’ to increase sales.

How you will benefit:

  • Identify information and pain points that your consumer base actually wants to be addressed
  • Create content that is SEO friendly, but still part of the broader conversation

What you will learn:

  • Locate and analyze consumer conversations using the Conversation Clusters, product innovation Trends, and Audience insights tab

Session 5:

Summary: Trainees will use a dataset from the Food & Beverages industry to see how they could build product awareness.

How you will benefit:

  • Consumers are having an increasingly complex buying journey – your brand must be the first one to come to their mind when they have the intent to buy.
  • Able to create a memorable brand story that is recognizable and consistent – yet adaptable to market shifts and demands

What you will learn:

  • Generate awareness and measure consumer engagement through media placements and special events (logo detection, audio detection)

 

Session 6:

Summary: Summary of all sessions, with particular focus on how Talkwalker gives you Market Intelligence in real-time across an omnichannel digital sphere

How you will benefit:

  • Gain hands-on experience with Talkwalker’s industry-leading Consumer Intelligence Acceleration platform

What you will learn:

  • Have a birds-eye view of your brand, competitors, and maintain the brand image of your end client.

 

To register for this training program completely FOC please register here now.