09:00-15:00
SESSION 1 | 09:00–09:45
Attention Economy Reality Check The landscape every brand custodian must understand
The rules of attention have changed. This opening session reframes the social media challenge for marketing, PR, and communications professionals — not just business owners. Understand how algorithms, content saturation, and platform shifts affect brand visibility, reputation, and audience trust in 2025 and beyond.
Key themes: Platform dynamics, organic vs. paid reach, brand reputation in the digital era, the PR professional’s role in social strategy
SESSION 2 | 09:45–10:30
Storytelling That Holds Attention Narrative frameworks for brand custodians
For marketers, PR professionals, and communicators, storytelling is the core of your craft — but digital storytelling has its own rules. This session covers the storytelling frameworks that work on social media, from crisis communication to campaign launches and thought leadership content.
Key themes: Brand narrative architecture, the PR story arc, executive profiling, campaign storytelling, crisis vs. opportunity narratives
SESSION 3 | 10:30–11:15
Formats Over Trends + Content for Every Platform Know which format serves your brand objective
Stop chasing trends. This session breaks down the content formats that consistently perform — and how to match formats to business and communications objectives. Special focus on formats used by marketing teams, agencies, and in-house brand teams.
Key themes: Reels vs. carousels vs. long-form, platform-specific content (LinkedIn for B2B, Instagram for lifestyle, Facebook for community, TikTok for reach), PR content formats, internal vs. external communications content
BREAK | 11:15–11:30
SESSION 4 | 11:30–12:15 ( PRACTICAL SESSION)
Social Media Management Tools: Work Smarter, Not Harder Hands-on introduction to Zoho Social, Metricool, and scheduling workflows
This practical session walks participants through the tools used by professional social media managers and communications teams. Participants are encouraged to have their smartphones and laptops ready.
Tools covered:
- Zoho Social — scheduling, monitoring, team collaboration, reporting dashboards
- Metricool — analytics, competitor tracking, best-time-to-post insights, unified inbox
- Meta Business Suite — ad management and organic scheduling
- Hootsuite / Buffer (overview) — for agencies managing multiple brand accounts
Exercises:
- Set up a publishing calendar for a sample brand
- Review a sample analytics report and identify content gaps
- Schedule a post using Metricool or Zoho Social
SESSION 5 | 12:15–13:00 (PRACTICAL SESSION)
AI-Powered Content Creation for Brand Professionals Using Claude, ChatGPT, and Canva to produce scroll-stopping content — without losing your brand voice
This is the session every communications professional needs. Learn how to use AI tools responsibly and effectively to produce high-quality content faster — while maintaining authenticity, brand consistency, and editorial standards.
Tools covered:
- Claude (Anthropic) — strategic writing, press release drafts, caption writing, PR planning, tone-matching for different audiences
- ChatGPT — ideation, FAQs, content repurposing, writing variations
- Canva — AI image generation, Magic Write, Brand Kit, social media templates, presentation design
- CapCut / Adobe Express (overview) — short-form video editing and reels production
Exercises:
- Write a press release opener using Claude with a brand brief
- Generate 5 caption variations for an Instagram post using ChatGPT
- Design a branded social media graphic using Canva’s AI tools
Key message: AI is a force multiplier for brand teams — not a replacement for strategy, judgment, or voice.
LUNCH | 13:00–13:45
SESSION 6 | 13:45–14:15
Planning Smarter: The 30-Day Content Calendar A structured framework for marketing and communications teams
Move from reactive posting to strategic publishing. This session introduces a 30-day content planning model designed for brand teams, agencies, and communications departments managing multiple stakeholders and approval processes.
Key themes: Content pillars, approval workflows, campaign integration, editorial calendars, aligning social content to business and PR objectives
Takeaway: A ready-to-use 30-day content planning template
SESSION 7 | 14:15–14:45
Turning Attention Into Enquiries — and Reputation Into Revenue Measuring what matters for brand and business outcomes
For brand custodians, success isn’t just reach — it’s reputation, trust, and business impact. This session connects social media performance to real commercial and communications outcomes.
Key themes: Social media KPIs for PR and marketing teams, community management, responding to comments and DMs professionally, social listening for reputation management, converting followers into clients or advocates
SESSION 8 | 14:45–15:00
AI Without Losing Authenticity — Closing Masterclass + Book Launch Bringing it all together
The session closes with a practical framework for maintaining brand authenticity in an AI-driven content landscape. Followed by the official launch of The Attention Economy by Sibusiso Mngadi — a strategic resource every communications and marketing professional should have.
Networking. Refreshments.
WHAT YOU WILL LEAVE WITH
- A clear understanding of how the modern digital landscape affects brands, PR, and marketing
- Practical storytelling frameworks for campaigns, crisis, and thought leadership
- Hands-on experience with Zoho Social, Metricool, and AI content tools
- A 30-day content planning template ready for immediate use
- Stronger hooks, better captions, and smarter content direction
- Actionable strategies to improve audience engagement, enquiries, and brand reputation
WHO SHOULD ATTEND
- Marketing managers and executives
- PR and communications professionals
- Brand managers and custodians
- Social media managers and digital officers
- Agency professionals and consultants
- Entrepreneurs and business owners
- Government and NGO communications teams