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Guest Blogger – JB Peterson

April 19, 2023

4 Tips for PR Experts in Using SEO to Boost Google Rankings Ahead of Competitors

Irish Academy Guest Blogger - JB Peterson

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Ellen Gunning

Chief Executive Officer

Ellen Gunning, Chief Executive Officer, is a thought leader, author of the academic textbook (Public Relations, a Practical Approach, Macmillan Higher Education International, UK, 3rd edition, October 2018), and founder of the online training provider, The Irish Academy of Public Relations. An international conference speaker and lecturer, Ellen is globally networked through IPRA (past national president), PRII (conferred with a fellowship), EADL (central council member, 5 million online students), SERAS CSR Awards for Africa (board member), Dublin City FM (Former Chairman of the board of directors), and active membership of PRSA, NUJ, EAJ and the World Trade Centres. Ellen is a regular media commentator on Breakfast Television (Virgin Media 1).

Christine O’Connor

Media Relations/Interview Skills

Christine O’Connor has worked in media all of her adult life. Initially in radio, and lately in television. She has been public relations officer for the South Bend Police Department and is currently Morning News Anchor at WNDU-TV.

Take a look at Christine’s LinkedIn portfolio here

Jim Walsh

Public Relations

Over 40 years’ experience in public relations industry both in-house and consultancy. Fellow of the Public Relations Institute of Ireland (PRII). Former President PRII and former Chairman of Public Relations Consultants Association Ireland. Worldwide President (2007-2009) IPREX, an international network of almost 70 public relations agencies. Specialties: Corporate counselling, crisis management, media relations, lecturer in PR and media , sponsorship management, corporate writing.

Take a look at Jim’s LinkedIn portfolio here

Len Clark

Video

Len Clark’s professional work includes consulting in emerging media technologies, sales development, and leadership training. He works with a number of global media organisations. Through his media consultancy, LTC Media, he also helps organisations and individuals to develop their storytelling skills. He tutors the multimedia journalism course at the Virginia Tech and is multimedia journalist with Notre Dame.

Take a look at Len’s LinkedIn portfolio here

Marc O’Sullivan

Photography

Marc O’Sullivan is a professional photographer working in Dublin for 30 years. He is the winner of over 10 PPAI (Press Photographer Association of Ireland) Awards. Marc is one of the most in-demand PR photographers in Ireland, whose work is regularly seen in newspapers and magazines. As a trainer, he brings a unique and creative perspective, matched with a knowledge of the type of images that can deliver a message and engage audiences.

Take a look at Marc’s online portfolio here

Charlene White

Public Relations Tutor

With an extensive background in journalism and Corporate Communications, Charlene has cracked the code when it comes to leveraging an integrated Digital PR strategy with new digital tools, data insights and processes to successfully reach key audiences in today’s complex digital world. Having worked in high profile comms roles in New Zealand, the UK and Middle East, Charlene has distilled more than 25 years of comms experience into an easy-to-follow digital communications process that captures audiences in both digital ‘browse’ and ‘search’ mode. She is a highly sought after PR coach and consultant in Australasia, a trainer for the Public Relations Institute of New Zealand (PRINZ) and the Public Relations Institute of Australia (PRIA). She is also an advisor and mentor for Auckland University of Technology’s (AUT’s) Communications’ faculty.

Hugh Hick

Radio & Podcasting Tutor

Hugh Hick is an award-winning independent audio and radio producer from Dublin who has worked with RTÉ, Newstalk, and several local stations around Ireland. Hugh is an avid fan of podcasts and is currently developing ‘Making Waves’ in partnership with Headstuff – an exciting new outreach programme to open the world of podcasting to new voices Previous programmes he has worked on have won awards in the New York Festivals Radio Awards and Celtic Media Awards, as well as shortlisting in Prix Europa and BBC Audio Drama Awards. 

Jimmy Greeley

Television Presenter Tutor

Jimmy Greeley has worked in a variety of roles throughout his long career in media. He first worked in RTE as a radio announcer with the station and later worked as an announcer on television. Jimmy has worked as a presenter on Radio 1 and has been a disc jockey on Radio 2. He also worked as a newscaster with RTE TV and has been a producer/presenter with both RTE 1 and 2. At 98fm he worked as a news anchor and programme presenter.

Peter Branigan

Radio & Multimedia Journalism Tutor

Peter Branigan works as a journalist in the RTÉ Digital Sport department and has also been a professional radio journalist with the Wireless radio group, Dublin’s Q102 and FM104, for over five years. He previously worked as a reporter for the Football Association of Ireland, and also ran a GAA show on Dublin City FM for five years. Outside of radio, Peter holds a Masters degree from UCD in history, and a BA in history and politics.

Norman Jack

Radio & Multimedia Journalism Tutor

Norman Jack has spent the past 45 years as a broadcast journalist, in both radio and television. He has wide experience as a news anchor, editor, and reporter, including 11 years as a correspondent at Canada’s parliament. He has travelled the world for various assignments and has interviewed thousands of people during his career. Jack has also taught radio news at Algonquin College in Ottawa, and news writing and smartphone journalism with The PR Training Academy.

Jack Gleeson

Print Journalism Tutor

Jack is an experienced journalist who has worked in national and local print media for more than two decades. He has worked with media advertising and marketing teams as lead writer/editor for promotional publications and features. His work with local newspapers has been featured on the RTE TV documentary series, The Local Eye in 2017.

Jose Penso

Content Creation Tutor

Jose Penso has professional consulting expertise in the areas of Branding, Strategic Marketing, Content Creation and Strategic Communications, working with companies in the United States and Latin America. A professor at undergraduate and graduate levels at Universidad del Norte (Colombia), he is also an adviser with the Interamerican Center for Political Management (Miami, Fl); former Committee Chair of the Public Relations Society of America (PRSA) and member of the National Association of Communications Professionals (NAMIC, USA).

Heather MacLeod

Radio Journalism Tutor

Heather MacLeod was born in Glasgow, Scotland. Brought up immersed in music and the arts she studied Music Technology at Paisley University where she graduated with distinction before moving to Dublin. Here she has continued to work in radio, music and media. Heather worked as a Production Manager with 103.2 Dublin City FM and has been involved in many independent radio productions sponsored by the Broadcasting Authority of Ireland. She presented the Friday edition of “Good Morning Dublin” and music talk show, “Off The Record” for a few years. She was a past music journalist with Dublin magazine, Suburbia. She has also worked with and interviewed Irish and International artists including; Camille O’Sullivan, Gavin Friday, Julie Fowlis, Kaiser Chiefs, The Proclaimers and Steve Van Zandt (E-Street Band).

Cóilín Duffy

News Reporting Tutor

Cóilín has been working as a Media Professional for almost 20 years, with a wide range of experience working in various roles across different facets of the media industry (Broadcast, Digital and Print) including news, current affairs, community affairs and sport.

Jenny Murray

Event Management Tutor

Jenny Murray holds a Bachelor’s Degree in Business Studies from DCU and a Master’s in Business Studies from Dublin Business School. She is a graduate of the Irish Academy of Public Relations having completed their Diploma in Event Management and their TV Presenters course. She has worked within the Event industry for the past 8 years managing and co-ordinating a wide range of events covering corporate events, such as Arthur’s Day, Google Christmas parties; sporting events, such as The Curragh Races, Full Tilt Poker Challenge in Galway in 2013; and private events such as weddings, holy communions and private dinner parties. She has recently set up her own event management business targeting both the wedding and corporate event markets. In her spare time Jenny enjoys gardening, baking and food preserving, e.g. jams, chutneys and pickles. She is also a volunteer, both at local and national level, with the community games.

Tony McCullagh

Print Journalism Tutor

Tony McCullagh is a Dublin based journalism tutor. He is a former group editor of Dublin People, publishers of Northside and Southside People, and former content editor for the dublinpeople.com website. He is the Press and Communications Officer for the Social Democrats, and author/co-author of three books. He currently writes for Independent.ie.

Maria Carolan

PR & Event Management Tutor

Maria Carolan has been involved in PR, marketing, events coordination & social media for the audiovisual and culture industries throughout her career.

Jay Hunter

Multimedia Journalism Tutor

Jay Hunter is best known as the host of the documentary vodcast OSW Review; incorporating his skills of journalism and presentation, as well as intensive audio, video and photo editing.

Brenda Murphy

Public Relations Tutor

Brenda Murphy is a lecturer at the Department of Media Communications in Cork Institute of Technology (CIT). She teaches on a number of different courses including the Master’s in Public Relations and New Media, the Higher Diploma in Public Relations and the MA in Journalism and New Media.  A former journalist and subeditor, Brenda has a keen eye for detail, a strong news sense and a media insider’s view, having worked in the Sunday World, the Irish Examiner, and the Galway Independent.  

Event Management

Principles of Event Management

Definition. Resources. Activities. Project selection. Role of Event Manager.

Concept to Reality

Conducting research. Viability. Recce. Capacities. Promotion. Costs. Timescale. Contracts.

Proposals

Preparing a proposal. Swot analysis. Target audience. Strategy. Estimating attendance. Advertising and promotion. Budget. Special circumstances.

Crisis

Prevention. Preparation. Provision. Publicity. Crisis Management plan.

Sponsorship

Sponsorship. Charity. Patronage. Objectives. Positioning. Awareness. Target market. Budget.

Events

Venue. Guests. Invitations. Food & drink. Guest of honour. Speeches. Media coverage.

Marketing

Advertising. Merchandising. Give Aways. Competitions. Promotional offers.

Media

Media interviews. Photo-calls. Press releases.

Promotional Tools

Flyers. Posters. Billboards. Invitations. Websites. Ezines. Blogs. Tweets.

Specialisations

Celebrity endorsement. Political visits. Personal image. Security.

Staffing

Recruitment. Roles. Delegation. Training. Employment law. Health & safety. Insurance. Licences & permissions.

Bloggers

Why blog? Planning. Platforms. Promotion. Research. Vlogging. Photo blogging.

Content

Creating visual images. Flickr. Instagram. YouTube. Vimeo. Periscope.

Evaluation

Budget. Timescale. Return on investment. Media coverage. Attendance. Structured feedback.

Proposal

Based on a given brief, you are asked to draw all of your event management skills together and present a professional, creative, costed proposal.

Public Relations

Introduction

What is PR? Propaganda. Publicity. PR practitioners. Opinions & Attitudes. Images.

Press Release

Writing a release. Hard and soft news. Understanding media practice. Press release format. Choice of words. Distribution. Presentation.

Exhibitions

PR role in exhibitions. Staff. Catalogues. Press offices. VIPs. Media. Evaluation

Sponsorship

Sponsorship. Charity. Patronage. Objectives. Positioning. Awareness. Target market. Budget.

Photography

Working with photographers. Telling a story. Editors’ needs. Captioning.

Function

Venue. Guests. Invitations. Food & drink. Guest of honour. Speeches. Media coverage.

Ezines

Readers. Title. Frequency. Distribution. Contributors. Response mechanism.

Corporate identity

Corporate image. Multiple images. Multiple publics. Creating corporate identity. Corporate ID schemes.

Crisis PR

Prevention. Preparation. Provision. Publicity. Crisis Management plan.

Press Officer

Skills. Crisis file. Photo library. Pro-active and re-active responsibilities.

Social Media

Social media marketing. Assessment. Research. Planning. Action.

Communications

Facebook pages. Creating campaigns. Using photos and video. Twitter campaigns. LinkedIn connections and groups.

Bloggers

Blogging. Planning. Promotion. Research. Vlogs. Photoblogs. Working with bloggers.

Creating content

Creating visual images. Flickr. Instagram. YouTube. Vimeo. Periscope.

Dissertation

Select an area (e.g. sport, politics, fashion) that you are interested in. Research and analyse the coverage from a PR perspective (dissertation). Write a blog about your findings (for publication).

Print Journalism

Introduction

An overview of journalism. An introduction to what it is all about, What skills do you need to be a good journalist?

Law

How the courts work. Contempt of court. Libel. Defamation.

Language

Essential grammar. Punctuation. Syntax. Verbosity. Monotony. Power of words.

News Reporting

News gathering. Sources. Writing a good story.

Newsletters

Writing. Editing. Distributing. Design. Production types. Typography.

Feature writing

What makes a good feature? Sources. Colour interview. Accuracy. Balance. Completeness.

How the media works

Correspondents. Freelance journalists. Syndicates. Daily news conference.

News

Finding story ideas. Receiving press releases. Developing a contacts book. Researching story ideas. Finding a newspaper to publish your work.

Interviews

Setting up the interview. Types of interviews. Structuring questions. Hostile interviewees. Listening skills.

Colour writing

Atmosphere. Emotion. Presence. Visuals. Individual perspective.

Blogging

Why blog? Planning. Platforms. Promotion. Research. Vlogging. Photo blogging.

Audio and video

Creating audio. Recording with a smartphone. Writing ‘scripts & clips’. Shooting and editing video footage on your smartphone.

Reporting on Radio and TV

Preparation. Interview research. Questions. Reaction interviews. Explaining detail. Language skills.

Web

Social media and journalism. Key elements of social media strategy.

Dissertation

Select an area (e.g. sport, politics, fashion) that you are interested in. Research and analyse the coverage (dissertation). Write a blog about your findings (for publication).

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Guest Blogger – JB Peterson

4 Tips for PR Experts in Using SEO to Boost Google Rankings Ahead of Competitors

Ellen Gunning

Christine O’Connor

Jim Walsh

Len Clark

Marc O’Sullivan

Charlene White

Hugh Hick

Jimmy Greeley

Peter Branigan

Norman Jack

Jack Gleeson

Jose Penso

Heather MacLeod

Cóilín Duffy

Jenny Murray

Tony McCullagh

Maria Carolan

Jay Hunter

Brenda Murphy

Event Management

Principles of Event Management

Concept to Reality

Proposals

Crisis

Sponsorship

Events

Marketing

Media

Promotional Tools

Specialisations

Staffing

Bloggers

Content

Evaluation

Proposal

Public Relations

Introduction

Press Release

Exhibitions

Sponsorship

Photography

Function

Ezines

Corporate identity

Crisis PR

Press Officer

Social Media

Communications

Bloggers

Creating content

Dissertation

Print Journalism

Introduction

Law

Language

News Reporting

Newsletters

Feature writing

How the media works

News

Interviews

Colour writing

Blogging

Audio and video

Reporting on Radio and TV

Web

Dissertation

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