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Training must include strategic AND
executional elements
Strategic
Executional
RTM‘s integration with larger content
& brand strategy
Guidelines, guardrails, roles, triages,
response time requirements
RTM‘s role across the org. (e.g.
Customer Service, Sales, HR etc.)
How to manage workflows based on
RTM‘s role across the org; when to
triage to other functions
Deep training around brand identity,
voice, vision, risks, affiliations, and
programs
Sample scenarios of how customers,
the crowd, and media could respond
to RTM
Which channels will support RTM,
which will not, and why
How to leverage measurement and
reporting to plan and act in real-time
How RTM program will be measured
and optimized
Best practices using technology
supporting RTM
The role of agencies & technology
vendors (if applicable)
Resources (e.g. contacts, phone
numbers, vendor support, etc.)