Media Relations

Course schedule

Classroom Training:
17 - 21 Jun 2024London5 days£4,250
30 Sep - 4 Oct 2024London5 days£4,250

Please note: prices shown above are exclusive of VAT (20%).

Course Overview

This course focuses on building and maintaining positive relationships with the media. Learn to craft press releases, manage press conferences, and engage with journalists to shape your organisation’s public narrative.

Who Should Attend

  • Corporate and government spokespersons
  • Public Relations and Media Relations Managers
  • Marketing and Communications Managers
  • Owners and directors of PR consultancies
  • CEOs, Directors and Staff who undertake media interviews

Course Outcomes

  • Appreciate how media works and benefit from effective media relations
  • Identify story types and how they should be ‘pitched’ to editors
  • Gauge the importance of stories and how the media will assess them
  • Plan a successful press conference and give winning interviews
  • Use interactive; social and digital media

Course Topics

How to Establish Successful Media Relations

  • Understanding the difference between media relations and public relations
  • Establishing managing and maintaining relationships with target media
  • Appreciating news values and analysing reporters stories
  • Who is who in the news structure; reporters editors desk journalists and others
  • Importance of maintaining lists and data on target journalists

Pitching Stories Successfully

  • Identifying reporters’ beats and understanding their importance
  • How to pitch your stories to key journalists
  • Recognising news deadlines and observing them
  • Planning setting out and writing successful press releases
  • Understanding how and where reporters get their news material

Identifying the Importance of Stories

  • Deciding whether a story is for all media or specific news outlets
  • Gauging how important a story might be to media
  • Gaining a reputation as a dependable source of information for reporters
  • Following up your story with reporters
  • Developing and utilising ‘tip’ sheets

Press Conferences and Interviews

  • Planning preparing implementing and following up a press conference
  • The difference between a press briefing and press conference
  • Preparing for an interview and understanding the reason for it
  • Adopting television skills for before during and after an interview
  • Pitfalls and how to avoid no comment and off the record

Techniques for Digital and Social Media

  • 24hr news requirements
  • Use of online media
  • Auditing and monitoring social media
  • Utilising ‘citizen’ reporting
  • Differences in approach to traditional and interactive media

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