Overview

This media relations course covers top-level media engagement for senior communication directors and PR managers. You will learn to design strategic media campaigns, manage productive press office teams, and engage the media effectively during a reputational crisis. You will refine your personal spokesperson skills in videotaped role-play interviews and coaching with real journalists.

This course covers the following modules:

  • Advanced media dynamics
  • Building authority in the media
  • Ethics in media relations
  • Briefing and supporting top spokespeople

Who should attend

This is an advanced-level course designed for learners in senior roles, aspiring to mastery and innovation. Learning is pitched at a level to help you to synthesise best practice and direct strategic implementation.

This course is recommended for communication managers and directors with existing experience of handling the media, and whose advancing career now requires them to engage at a more strategic level.

NOTE: This is not a course for media relations professionals at an early career stage. If you are interested in hands-on, day-to-day media relations, consider a Core or Intermediate course such as “Essential media relations”.

Learning outcomes

After this course you will be able to:

  • Engage strategically with the media at an editorial level
  • Follow trends and developments in media engagement
  • Engage with media online, including blogger relations
  • Build authority in the media through thought leadership
  • Manage third-party advocacy and planned opportunism
  • Navigate media ethics
  • Support top spokespeople effectively in preparing for interviews

Course outline

Advanced media dynamics

This module covers top-level approaches to media management from a communication director’s perspective.

  • Navigating the charged relationship between PR and the media
  • Balancing tactics and strategy
  • Strategic media engagement
  • Trends and developments in media relations tactics
  • Online media relations: engaging journalists on the Web
  • Blogger relations

Building authority in the media

This module covers strategic engagement with journalists at a senior editorial level.

  • Building authority in the media
  • Thought leadership
  • Creative platforms for authority
  • Stimulating and managing third party advocacy
  • Issues-led media relations: planned opportunism
  • Case study analysis: effective media relations
  • Tricky situations, and how to handle them

Ethics in media relations

This module deals with why and how communications professionals can and ought to “do the right thing” in dealings with the media.

  • Managing the reputation of the reputation managers
  • Universal codes and principles of ethics as applied to PR
  • Veracity, harm avoidance, beneficence, confidentiality and fairness

Briefing and supporting top spokespeople

This module covers how to prepare senior spokespeople to perform well in media interviews, from the perspective of a communication director.

  • Policies and systems
  • Media insight
  • Analysing the news landscape
  • Practical messaging for interviews
  • Predicting questions
  • Defensive preparation
  • Q&A and briefing documents
  • Pre-interview coaching for VIPs
ISOC trainers

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