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Public Affairs and the Internet
Advanced Techniques and Strategies |
Are you maximizing your
organization's use of the Internet? Learn how an online
public affairs toolkit can benefit your organization, how
to create compelling content, and how to retrofit your
organization.
Also see
The leadership competencies for this course include:
- Creativity and Innovation
- External Awareness
- Flexibility
- Vision
- Entrepreneurship
- Strategic Thinking
- Technical Credibility
- Technology Management
- Political Savvy
Space is limited.
If you get a
"Wait List Only" message when registering, please select
the next available date or register and we will notify
you if space becomes available.
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Next Course
May 19, 2009:
Location in Washington, DC will be announced
before course.
$595

If you get a "Wait
List Only" message when registering, please select
the next available date or register and we will
notify you if space becomes available. |

Approved for .5 CEU credits from George Mason University. |

Communication and Advocacy
Media Training |
Course registration form
(pdf)
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Agenda |
Public Affairs and the Internet:
Advanced Techniques and Strategies |
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9:00 |
The Evolving Internet: What This Means for the Public Affairs Professional
The Internet is the console to all communications in the digital age. Learn how public affairs professionals must adopt new ways of thinking, talking, and acting
in the digital age. Effective communication requires you
to evaluate where your colleagues, clients, and
competitors are on the Internet adoption curve, and to
adjust your messages and methods of communication
accordingly. During this session, you will find out where you stand as an Internet user. |
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10:00 |
Break
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10:15 |
The Online Public Affairs Toolkit
- Email--bulk, viral, and internal
- Databases--diagnostic and interactive
- Blogs, bloggers, the blogosphere, and changes in the media ecosystem
- Search engines: keys to advertising, agenda-setting, and research
- Online advertisements; banners, sponsored links, and how to buy them
- Audios (including podcasts), videos, and texts
- Online meetings, online organization of meetings, and social software: networking and grassroots mobilization
- Online fundraising
- Mobile communications devices: smart mobs and GOTV
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11:15 |
Break |
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11:25 |
The Online Public Affairs Toolkit
(continued) |
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1:00 |
Networking Lunch |
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2:30 |
How to Create Content
- "Repurposing" your inventory in multiple versions for the Internet
- Learn when to entrust your network of members, supporters, and even visitors with the opportunity to create content for you.
- Content management techniques when your content and reputation get challenged
- Content management systems: what they are and how they help you find a balance between message control and network power.
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3:00 |
Retrofitting Your Organization
- Personnel: pros and cons of dedicating a division to net services versus redefining everyone’s job; outsourcing and supply-chaining
- Riding the traffic roller-coaster: how to prepare for and exploit spikes; identifying key feedback metrics and integrating them into performance reviews and strategic planning
- Budgeting: how often is upgrading necessary; do you need your own research and development
- The virtues of tinkering, tweaking, and controlled experiments
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4:00 |
Complete Evaluations; Course
Concludes |

If you get a "Wait List Only"
message when registering, please select the next available
date or register and we will notify you if space becomes
available.
This is a
sample agenda: the actual program may differ slightly.
Do
you need a training
course we don't offer or coverage of
an additional topic in this course?
If you have suggestions for courses or topics you would like to see us offer, please contact us or complete our
online suggestion form.
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Suggested
Prerequisites |
None.
If
you need help deciding which courses you should take based
on your work experience or training, please contact
us via email
or phone: 703-739-3790.
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Rave
Reviews |
"[Most useful aspect was] finding out how online media is changing and the new ways to use it in P.R."
-- Public Affairs Specialist, USDA Food and Nutrition Service
"Complicated info. was broken down very easily."
-- Workshop attendee, international organization
"I hope to take this knowledge back to the agency and make real changes."
-- Agency staffer, USDA
See
more testimonials about our training.
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Time
and Dates |
9:00 am to 4:00 pm

If you get a "Wait
List Only" message when registering, please select
the next available date or register and we will
notify you if space becomes available. |
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Location |
May 19, 2009: Location
in Washington, DC will be announced before course. Other dates:
Location
in Washington, DC will be announced
before course.
Many of our courses are held at
these locations:
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Cannon House Office Building (HOB), First and C Streets, SE,
Washington, DC (Capitol South Metro
stop)
Our map
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Google Map
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Capitol
Hill Club, 300 First Street SE, Washington,
DC (directly across the street from the
Capitol South Metro
stop) Our map
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Google Map
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College of William & Mary Washington DC Office,
1779 Massachusetts Avenue NW, Suite 810, Washington, DC 20036 (two blocks southeast of the
Dupont Circle Metro
stop)
Google Map
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DC Bar
Conference Center, 1250 H Street NW,
Washington, DC (Metro Center station)
Our map
|
Google Map
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Goethe-Institut, 812 Seventh Street NW,
Washington, DC 20001 (Gallery Place /
Chinatown Metro stop) Our map
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Google Map
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Hall of the States, 444 North Capitol Street NW, Washington, DC (1 1/2 blocks from the
Union Station Metro
stop)
Our map
| Google Map
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The Liaison Capitol Hill, 415 New Jersey Avenue NW, Washington, DC
(2 1/2 blocks from the
Union Station Metro
stop)
Our map
|
Google Map
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Longworth House Office Building (HOB),
New Jersey Ave. and C Streets, SE, Washington, DC
(one block west of the
Capitol South Metro stop)
Our map
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Google Map
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National
Democratic Headquarters, 430 So. Capitol Street
SE, Washington, DC 20003 (Capitol South Metro
stop) Our map
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Google Map
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Rayburn House Office Building (HOB),
Independence Ave. SW and South Capitol Street
(two blocks west of the
Capitol South Metro stop)
Our map
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Google Map
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Reserve Officers Association, One Constitution Avenue NE, Washington, DC (3 1/2 blocks from the
Union Station Metro
stop)
Our map
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Google Map
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Course
Materials |
Included |
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Registration Fee |
$595
**

If you get a
"Wait List Only" message when registering, please
select the next available date or register and we
will notify you if space becomes available.
|
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Discounts |
** Group Discount!
When 4 people from the same
organization register and pay together, the 4th person is
free! When 8 people from the same organization register and
pay together, the 4th and 8th persons are both free! See complete
details here.
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Certificate of
Training
and
CEU Credits |
A Certificate of
Training is available for this
course.
To get a
Certificate of
Training,
your registration fee must be paid in full, and you
must attend the entire course.
This course is
approved for .5
CEU credits from George Mason University.
This is an elective course for the
Certificate
in Communication and Advocacy. |
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Policies |
For this course, substitutions, cancellations, and transfers must be submitted in writing to us. Our transfer and cancellation fees are outlined below.
** Transfer and Cancellation Fee
For all registrations received on or after September 1,
2007 |
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Time Before Course |
Substitutions Allowed |
Transfer Fee |
Cancellation Fee |
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More than 4 weeks |
Yes, in writing |
None |
None |
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2 to 4 weeks |
Yes, in writing |
25% of tuition |
50% of tuition |
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3 days to 2 weeks |
Yes, in writing |
50% of tuition |
75% of tuition |
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1 to 2 days |
Yes, in writing |
75% of tuition |
100% of tuition |
day of program
(no refunds to no-shows) |
Yes, in writing |
100% of tuition |
100% of tuition |
No refunds for no shows. We reserve the right to
change this fee and time period.
TCN
reserves the right to cancel any course in the event of
insufficient registrations.
All statements and
discussion at all of our courses, workshops and seminars, public and custom,
are off the record and not for attribution, unless specified otherwise.
The resulting confidentiality ensures a frank and
free exchange of views.
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FAQs |
FAQs
about our training
including suggested attire.
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Register
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We accept
checks,
VISA,
MasterCard,
Discover,
American Express


If you get a
"Wait List Only" message when registering, please
select the next available date or register and we
will notify you if space becomes available. Fax or Mail: Print
out and complete the registration
form
(in Adobe pdf). The completed form should
include your method of payment.
Fax the completed form to us at
703-739-1195.
Mail the completed form to us at
TheCapitol.Net, Inc., PO Box 25706, Alexandria, VA
22313-5706
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Related
Information |
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Educational Tracks |
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Related
Training |
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Available as custom, on-site training? |
Yes.
This
program can be tailored
for on-site agency, association and corporate training.
Please call 703-739-3790 for information.
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Need
more information? |
Phone:
703-739-3790
Email: registrar -at- TheCapitol.Net
Complete our
online information request.
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Non-Partisan |
TheCapitol.Net is a
non-partisan firm, and the opinions of its faculty,
authors, clients and the owners and operators of its vendors are
their own and do not represent those of TheCapitol.Net.
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URLs: www.TheCapitol.Net/PublicPrograms/publicaffairsinternet.html
www.AdvancedInternetTechniques.com
www.PublicAffairsAndTheInternet.com
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Last updated:
June 27, 2008
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