Engage media with creativity and insight to shape news dynamics
A one-day intermediate course covering sophisticated approaches to practical media relations
This course covers sophisticated approaches to media relations that will enable PR professionals with some media experience to take their career to the next level. You will learn how to score positive coverage even for borderline stories, engage journalists using innovative new tactics, conduct media relations online, and prepare managers to perform effectively in interviews.
Course format
This course takes a highly practical format: you will hear directly from real journalists what they consider news and how they want to work with PR practitioners like you.
The programme comprises four modules each covering a set of key concepts and skills. Within each module, best practice and key concepts are covered off in a concise briefing, followed by a range of stimulating learning activities like team workshops, group discussions, topical case studies and role-play exercises.
Modules
1) Creative news and media management
2) Innovative media engagement tactics
3) Online media relations
4) Preparing and coaching spokespeople
Learning outcomes
After this course, you will:
- Gain creativity and confidence dealing with the media.
- Return to work with fresh ideas and inspiration for media engagement.
- Feel inspired to use new online approaches to media management
- Be able to brief, coach and prepare managers, executives and other spokespeople so that they perform well in media interviews.
Who should attend
This is an intermediate-level course designed are for learners with existing knowledge and several years of experience in PR, marketing or communication. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques.
Qualification credit
This course provides Advanced Professional Qualification credit, independently accredited by Edexcel. For details, download the course brochure.
Feedback
An expert perspective on ways to improve our media work.
- Boo Prabhaker, NCH Children’s Charity
This has given me a great start to what I need to do when I get back to the office. Definitely worth the time. Ideas for BT!
- S Mackerla, British Telecom
I particularly enjoyed understanding the structure of news stories and attempting to identify where the article had originated from.
- Patricia Sanders, Disasters Emergency Committee
It made me step outside and think about what I was trying to say.
- Louise Mansergh, Baker Tilly
Liked the case studies and the interactive approach of the speakers, and role play during the press conference
- Lina Dalloul, Kuwait Oil Company (KOC)