I’ve created the Public Sector Marketing Institute community and the Professional Digital Marketing Diploma especially for you.
I work with marketing and communications professionals in public sector on a daily basis and they retain me for my expert knowledge and skills. It always bothered me that when my job was done, I was removing that value from the organisation. So, I decided to create a solution!
You must be the digital marketing pro in your office, department or organisation. You can achieve this by working alongside me for 12 weeks. You will benefit from my journalism, PR, political, social media and digital marketing expertise. Here’s what you can expect from this unique programme.
Searching for a solution?
You don’t feel equipped to take your team to the next level of digital transformation. Your digital confidence is low but you are hungry to learn and progress in your career. The hundreds of programmes and courses online are not relevant to your work and you are frustrated.
This landing page is where your search stops.
You have arrived to where you need to be! I will take you to the next level and in 12 weeks you will be an expert in digital communications for public sector. Leverage your existing knowledge, add your public sector experience, sprinkle with digital skills, and that's the recipe for career success.
What will I learn?
The content developed for public sector marketing pros is relevant to your work. It puts a laser sharp focus on public interest messaging, online reputation and influencing public opinion.
Here are just some of the topics you can expect to become expert in.
A Digital Marketing Strategy for Government and Public Sector
Transformation begins with buy-in from decision-makers. In this module you will learn how to lead from the front in your organisation, be influential in digital transformation and understand astutely how and why consumer behaviour has changed so dramatically that the power now lies in the hands of citizens. This is a crucial module to frame your thinking and actions over the next 12 weeks. It also covers the elements required for a skilled communicator in the Digital Age as well as the framework for a digital marketing plan.
On completion of this module you will understand why digital transformation is necessary and how to be an influential voice in your organisation to make it happen.
How to Develop a Social Media Strategy for a Government Agency
Leveraging the power of the social networks to engage your audiences will set your organisation up for success. Social media also supports the public’s demand to know, like and trust those public service providers and Government agencies. Embracing social media as a core communications method with best practice approaches and organisational policies is vital.
On completion of this module you will have a rounded view of how to approach social media before deep diving into platform specific strategies.
Managing a Government Crisis on Social Media
How to take control of a PR crisis that escalates online requires a specialised skill-set. Tapping into my journalism and public relations skills I have developed my own digital PR crisis management framework which I will share with you in this module, and which you can tailor for your own organisation. From predicting a crisis, to having a crisis communications team, reacting, responding and taking control of the crisis to managing negative commentary on social media.
On completion of this module you will have a framework on how to deal with a digital crisis for your organisation.
Amplifying Public Interest Messaging with PPC Advertising
Leveraging social media and Google Advertising to change public opinion on matters of critical public interest is a skill that I consult on frequently with my public sector clients. Your big goal online is to reassure and convince the public that your work is of value, that your communications is open and transparent and that the course of action you are taking on particular matters, campaigns or issues are done with public interest at the heart of every step. This can be a challenging task given the noise and veracity of public commentary online.
On completion of this module you will understand how to plan, launch and measure a Pay Per Click (PPC) advertising campaign.
Content Marketing for Government Agencies
Mastering digital content creation with this 12-step blueprint will remove overwhelm and frustration. Content marketing is probably one of the most important digital tactics that public sector and Government agencies need to employ on a daily basis. Apart from citizens expecting information online immediately, you are also competing with private sector and other interests for eye-balls. This leads to your own credibility and reliability among the public at a reduced level as they go elsewhere to get information that you should be providing.
Your voice is diminished once they click on a ‘competitor’ site. On completion of this module you will have a roadmap to bring citizens from awareness to advocacy through a funnel using content.
Digital Storytelling Techniques
How to plan and implement informative and engaging campaigns using multi-media content feels like a mammoth task, but it doesn’t have to be with my blueprint. Digital storytelling keeps evolving in the Digital Age and your challenge now is to re-wire your thinking on the language you use, the level of information you provide and how you speak to citizens.
On completion of this module, you will know how to maximise storytelling on your website, through video, in email and on each social network.
Moving from Traditional Public Relations to Agile Digital Communications
How to be build an agile communications team in a 24/7 news cycle is not only a necessity but also a given. You cannot wait for the morning radio show to give you a slot, or get your press release into tomorrow’s paper by 6pm the previous evening. News is now. Tomorrow is too late. This module puts a sharp focus on the media, communications and press teams and how they need to be digitally agile to control the news narrative and be responsive when it’s demanded off them.
On completion of this module you will be able to integrate digital tactics into good PR practice effectively.
How to Integrate Social and Live Video into Public Sector Communications
Tactics to go front of screen to engage citizens and shape public opinion will serve you well in your ever-evolving digital communications strategy. I will provide blueprints for each digital channel so that you understand why, how and when you need to show up on video. So whether it’s Facebook Watch, Twitter Live, IGTV, Stories or YouTube, you will learn how to use each platform depending on your communication goal.
On completion of this modules you will have a plan for social and live video for your organisation, a really useful skill in your digital toolbox.
The Role of Email Marketing in Public Service Communications
Email conversion rates remain impressive and it’s still one of the highest ways to convert online. You don’t have to be selling a product or a service to engage with your audience via email. It’s an acceptable and powerful form of communications that you should have as an integral part of your digital communications plan.
On completion of this module you will be able to launch or re-design email marketing within your department or organisation.
How to Measure Success in Digital Communications
Understanding metrics that matter to public sector marketers will determine how you measure success. After all, what is point of all our digital communications efforts if we are not measuring them against our goals and KPIs. In this module, you will learn how to measure success on your website, in your email marketing efforts, on each social network and against organisational goals.
This module is critical to digital transformation and empowering digital champions within public sector and Government agencies to win the support of their peers and senior leadership. It will also inform you when you need to iterate what you are doing online.
On completion of this module you will be clear on what metrics matter to your organisation based on your digital communications activities and you will be able to measure success, or otherwise, as a result.
Redefining Communications Roles and Work Practices in the Digital Age
In this module you will learn how to introduce digital communications seamlessly into work plans. Let’s face it, many communications or marketing job descriptions are out of date. The role you or a colleague may have been hired for has probably changed dramatically, even in the last two years. In this module we also look at how work practices need to change in order to get efficiency and scale digital within your organisation. Remember, digital is everyone’s responsibility but if the communications department don’t lead then you are in reverse mode.
On completion of this module you will have a greater understanding of digital communications work practices and how to alter work flows for better outcomes.
Your Digital Toolbox
The social media and digital marketing tools you need to improve the efficiencyand effectiveness of your work will be the focus of this module. You will get a series of tools that will help you scale and implement your digital communications from your smartphone, among a team and if working on your own. These tools have been tried and tested by me and we will provide tutorials where required. The most remarkable thing about being a marketer in the Digital Age is that we can fast-track and get better accuracy and results with marketing automation and creative apps.
On completion of this module you will have a suite of digital tools and software to help you implement and manage digital communications more effectively in your organisation.
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Public Sector Marketing Pro
The Professional Diploma in Digital Marketing for Government & Public Sector was developed from my book.
All 12 sessions take place online on Fridays (2:00m-4:30pm GMT)
Replays of videos and learning resources will be available for 12-months.
Supporting resources will be included to aid your learning
All modules are delivered live with video, audio and transcripts available
Live coaching calls on the 3rd Friday of the month (10am-11.30am GMT)
On completion of all 12 module and submission of your assignment, you will be invited to a virtual graduation
Enrol in the Professional Diploma in Digital Marketing for Governement & Public Sector now
Investment of €2,500
REQUEST AN INVOICE
Terms and conditions: Full payment for the Diploma is required before you get access to the learning hub.
If you cannot complete the programme for whatever reason, we will refund you 50% of the total cost. This only applies within 30 days of registering for the course.
PAY BY CREDIT CARD
Would you like to request more details about this course? Simply drop us an email.
This course is accredited by the CPD Standards Office in London and recognised in 22 countries worldwide.
Upon successful completion of the Professional Diploma in Digital Marketing for Government & Public Sector course modules and assignment, you will become a Certified Digital Marketing Specialist of the Public Sector Marketing Institute (PSMI). The PSMI is globally recognised as the leader in digital marketing topics for government and public sector with courses designed and developed by practising digital marketing professionals and subject matter experts in local, national and international government, politics, public affairs and public policy.
When you complete the Diploma, you are ready for new and exciting professional opportunities such as:
Go for promotion
Seek new job opportunities
Become a public sector digital communications consultant
Become a public sector digital expert speaker
Conduct media interviews
Fiona Kearns, Campaign and Events Manager, EPP Group, European Parliament
"The Diploma was very informative and well structured. I particularly liked the workbooks with the examples. I find focusing on a challenge and having clear examples and case studies is very helpful."
"I was looking for something very practical and this Diploma really hits the mark. Am enjoying it, though only wish I got more time to spend on it."
"I find the templates very useful as I am starting at the beginning so all of these need to be done, and having a policy behind it is very useful."
"I especially like that the Diploma content is available in different formats. - video, audio, and transcripts. Also, I think that the workbooks are very user-friendly."
"Joanne and her team are great. Very supportive and easy to chat to."
Innovation & Added Value
Working with us Joanne will give you confidence and clarity around digital transformation
Joanne delivers best in class knowledge, tactics and advice
Learn with like-minded public sector marketing pros and feel understood in this community
A whole host of ‘how-to’ tutorial videos, templates and guides that you can use immediately in your workplace
Be known within your organisation and sector as the digital communications expert
One place to find out everything you need to know about new social media trends
Frequently Asked Questions
We have received the following questions from Public Sector Pros about the accredited Professional Diploma in Digital Marketing for Government and Public Sector.
If you have any more questions, send them our way to [email protected] and we will update this page regularly with new questions and answers.
If you work in a public sector or Government organisation and want to learn how to maximise your engagement and interaction with the public, be skilled at handling any unplanned situations or crises online and/or need to update your existing marketing or communications skills from a digital perspective then yes, this Diploma is for you!
You don’t have to have a certain level of knowledge, as I will teach you best practice from the ground up!
If you are currently seeking promotion or need to lead out digital transformation in your organisation, then this Diploma is certainly for you.
Finally, if you have an ambition to work in Government or public sector this will help you win during interview and selection phase.
The Diploma in Digital Marketing for Public Sector is based around 12 core modules.
But really, the Professional Diploma will equip you with the knowledge to strategically manage your digital communications and develop your critical thinking and strategic approach to communications within your organisation.
It provides the learner with an overview of their organisations’ digital strategy, identifying strengths and weaknesses, allowing you to plan your communications in advance, while also reacting to real time changes in your environment.
This Diploma works best when you can fit it into your work life. Each weekly module should take 2.5 hours, meaning you can complete in your work setting, maximising your knowledge base in your real-life work scenario.
The bonus content is there to supplement your knowledge and tactical skills and in fact this can be used while you are at work helping you to complete digital marketing and social media tasks.
Many people have queried juggling a course while working full-time, but don't forget this is a digital mode of study, that has been designed to only provide relevant and targeted content, quickly and effectively.
Joanne Sweeney has 11 academic and professional qualifications, as well as professional experience and she knows that practical learning is best. You won't be overwhelmed by reading material, exercises or assessments. Instead, you will learn how to apply newly learned knowledge from each weekly class into your day-to-day job. Joanne has put her knowledge from delivering training and workshops into an easy to schedule weekly module. Plus, you can always reach out to her if you are going through a busy period at work and need extra help!
Joanne Sweeney is a former broadcast journalist, PR lecturer and CEO in various roles. Apart from being a busy entrepreneur and podcaster she is also a published author.
Joanne developed this Diploma after almost a decade working with Public Sector organisations who needed help with their digital communications.
Joanne founded Public Sector Marketing Institute once she realised she could fill the skills gap that had arisen.
Furthermore, Joanne founded the Public Sector Digital Marketing Summit, an event targeted at the, often forgotten, public sector. Joanne realised she wasn't able to get to every organisation as demand increased, and so she developed the Diploma as a way to share knowledge and skills with those that need it.
Joanne’s clients include Google, EPP Group in the European Parliament, the HSE (Ireland’s national health service) and the Association of Garda Sergeants & Inspectors attached to Ireland’s national police force.
She is host of The Public Sector Marketing Show podcast and social media show.
Yes – there is an extra live 90-minute coaching call on the third Friday of the month. You join your peers on this coaching call who will also their share knowledge and expertise. Shared learning is the best form of learning.
Yes. All Diploma attendees share and learn from each other on the live coaching calls which are not recorded. But we ask that scenario-based questions are anonymised. I will also take your questions privately via email.
The Diploma is accredited by the CPD Standards Office. We have gone through an application process and have had all our modules approved before they are released.
Your accreditation is recognised in 22 countries including Ireland, UK, mainland Europe and the USA. Watch our interview with Amanda Rosenwarne, CEO of CPD Standards here.
We are part of a global community of over 500 accredited providers in 22 countries, we are proud to be affiliated to the CPD Standards community delivering excellence in online education and practice. Learn more here: https://www.cpdstandards.com/cpd-across-the-globe/
Joanne Sweeney designed this Diploma knowing that all current, similar academic courses available are general, speak mostly to the corporate sector, and have one-dimensional qualifications attached to them.
A lot of time went into researching how best to measure the learning associated with this Diploma. However, a clear answer emerged. Continuous Professional Development is well recognised and well utilised all over the world. Employers in public sector increasingly expect their staff to undertake CPD, and even measure them on it.
The ethos of CPD is learning based on your professional role, that slots into your work, and moves with you should you change roles - an important feature when making the decision. A primary benefit of CPD is ensuring that standards across the company are high and consistent, and that you, as an employee, are consistent with these standards. The organisation and the logo are recognised globally by regulators, professional bodies and institutions.
CPD also has a strict advisory board who evaluate which training programs to accredit. This superior standard reflects the learning provided by the Professional Diploma in Digital Marketing for Public Sector for Government and Public Sector.
There are no exams. This Diploma has been developed with your busy working schedule in mind. It is practical, and relates back to what is happening in your workplace, making it the optimum way to put your learning into practice. To graduate you will be asked to complete a digital marketing strategy for your organisation about a specific project. You will have built up enough knowledge to undertake this and can use our template strategy as a basis for your assignment.
This Diploma is about equipping you with the skills and expertise to manage digital marketing, in your current, and future work environments. The strategic and critical thinking you develop is unique to you and you're putting it into practice - it creates successful outcomes and results in your role that quantify your learning.
Often, it’s difficult for senior leadership to see the value of digital communications if they aren’t ‘bought in’ themselves to digital transformation. In fact, this is one of the biggest barriers to digital evolution within organisations.
We suggest to your manager that you are interested in the Diploma because you feel that you can drive and support the team in digital transformation. This is an investment for your department or organisation and having an in-house expert will reduce consulting fees, in-house training requirements and build digital skills capacity.
We also suggest that you stress the demand on the organisation to be more relevant in the Digital Age, providing mobile friendly content, be equipped with strong online crisis management skills and deliver campaigns and messaging that deliver results.
If they're still not convinced, why not suggest they jump on a call with Joanne.
The value of the Diploma for the organisation cannot be over-stated. Each month the learner will brings new skills, critical thinking, strategies and work practices back into the organisation. Most public sector organisations have a budget for training and consulting and the Diploma investment should be seen as more than just investing in a staff member’s continuing professional development because you are representing your organisation on the Diploma and simply not just yourself.
Yes, oftentimes, more than one person is responsible for digital communications, and so this Diploma is ideally suited to colleagues completing it together. We offer a 20% discount for a second colleague from your organisation. For more than two staff members, contact us directly to discuss your discount.
Ditch overwhelm and embrace structure and clarity. The custom-created content will provide you what you need to know. The Learning Hub will be your one-stop-shop for ongoing news and feature changes on the social networks shared with you via webinars, podcasts, blog posts and videos.
The Diploma in Digital Marketing for Government and Public Sector has been designed specifically for public sector marketing pros. It is based on 10 years of one-to-one work with public sector and Government agencies, understanding the gaps, blockages, mindsets, workflows, cultures and restrictions to develop digital communications in the public sector.
Benefit from working directly with Joanne who is not only an academic or teacher, she is a practitioner. It’s very unusual to find a digital expert with a background in journalism, PR, politics and corporate communications and who actually produces digital content and strategies on a daily basis not only for themselves but also for public sector agencies.