Overview

This five-day media relations course covers the full spectrum of media relations skills
You will explore your media landscape, news values, journalist psychology and engagement
Training includes realistic video role-play media interviews with feedback coaching

After this course you will be able to:

  • Navigate clearly through the landscape of media, journalists and news
  • Make strong news judgments to secure prominent coverage
  • Pitch stories effectively to journalists to get even borderline stories published
  • Engage the media proactively using creative PR platforms and techniques
  • Conduct media relations online
  • Prepare and coach spokespeople for encounters with journalists
  • Give strong and confident media interviews
  • Plan and manage press conferences

Who should attend?

This is an intermediate-level course designed for learners with existing knowledge and several years of experience in communications or PR. Learning is pitched at a level to help you develop strategic approaches and apply sophisticated techniques. This course is recommended for managers, executives, communication and PR professionals seeking a rounded skill-set in handling the media.

Learning outcomes

  • Navigate clearly through the landscape of media, journalists and news
  • Make strong news judgments to secure prominent coverage
  • Pitch stories effectively to journalists to get even borderline stories published
  • Engage the media proactively using creative PR platforms and techniques
  • Conduct media relations online
  • Prepare and coach spokespeople for encounters with journalists
  • Give strong and confident media interviews
  • Plan and manage press conferences

Outline

Day 1: Essential Media Relations

This one-day module covers the key concepts and techniques that effective PR professionals use to get stories covered positively and prominently in print, broadcast and online media.

  • The media landscape: how to map out the full range of forms of news media, and how to engage effectively with different media
  • Journalists: how to understand and work with journalists to influence and shape coverage
  • News judgment: understanding how journalists decide what makes news
  • Pitching stories: how to sell-in stories to journalists by creating and executing effective pitches

Day 2: Creativity in Communications and PR

This one-day module delivers inspiration and practical tools with which to create distinctive PR ideas that will outshine the competition, stick in people’s minds, and achieve results.

  • Creativity in PR: principles of creativity and its importance for PR
  • Creativity showcase: a case-study driven rolling workshop in which learners examine the key success factors behind creative PR campaigns and extract practical lessons
  • Facilitating creativity: a toolbox of practical creativity techniques and processes
  • Creativity in practice: an in-class creativity workshop applying all of the creativity concepts and techniques covered during the course

Day 3: Strategic Media Engagement

This one-day module covers sophisticated approaches to media relations that will enable PR professionals with some media experience to take their career to the next level.

  • Creative news and media management: how to generate creative news angles and secure prominent coverage even for borderline stories
  • Innovative media engagement tactics: how to engage journalists using innovative techniques
  • Online media relations: how to conduct media relations on the Web and align your media relations work with online social media
  • Preparing and coaching spokespeople: how to brief and debrief spokespeople so that they perform effectively in media interviews

Day 4: Media training

This one-day module covers how to engage with the media in a variety of formats. Topics covered include:

  • Effective preparation for interviews
  • Body language, such as appearing engaged
  • Voice – including tone, projection, variation and emphasis of key points
  • Confidence and clarity (ability to be understood and avoidance of jargon)
  • Avoiding tricks, traps and pitfalls

Day 5: Press Conference Management

This one-day module covers best-practice techniques for preparing and managing successful press conferences, from concept to execution.

  • Press conference planning: best practice in planning press conferences
  • When and how to use press conferences, based on case studies of successful and effective execution
  • Press conference preparation: how to prepare venues, resources, materials and spokespeople for a press conference
  • Press conference execution: a practical primer in how to make a press conference happen
  • Press conference facilitation: the role of the PR professional in hosting, chairing, stage-managing and troubleshooting a press conference

 

ISOC trainers

Training staff include

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