Successful media relations

It takes more than the occasional press release despatched in hope to get your message across. You need to commit to building a strong and lasting relationship with the media which can weather good times and bad. That’s the only way to establish a trusted image in the public eye.

Aim

This course aims to give participants the necessary tools to build and maintain good media relations.

It will show why some organisation gets good coverage, while others fail. Participants will learn how to relate to key journalists and how to manage interview situations between senior personnel and the media. It will explain how to manage negative stories.

Method

The course is very practical. Using a credible scenario and referring to case studies participants will get hands-on experience of building and planning good media relations.

What participants will learn

• How to relate to the media in a positive, constructive way;
• How to give the media what it needs while improving your image;
• How to plan a long-term media strategy;
• How to handle negative stories.
• What participants will receive
• Practical experience in handling the media;
• A guide on how the media really works;
• Practical tips on how to handle tough situations;
• Guidance in how to be a professional, focussed contact point for the media.

The course includes the following...

Mapping the media
A guide to how the various media are structured and their different needs and expectations.

Story Selling
How to structure a successful story and how to pitch it to a journalist in a winning way. This involves understanding what makes a news story, and how the media thinks of news.

How organise effective Media events
How to choose which kind of media event is suited to your message. A logistics check list to ensure your preparation and event works.

A trusted Contact
How to prepare for the demands of becoming a regular and trusted media contact. How to control interviews and how to drive the agenda.

Download printable version (PDF)....

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