Effective media-work raises your profile, attracts funds, keeps your stakeholders happy and gets your messages across. This course is a must for those who need a grounding in today’s media. It is essential to know what makes a good story and what makes journalists tick.
The course will show you how to get the most out of your media relations, particularly with limited resources. Over the day it will cover:
- what is news?
- understanding how a news operation works
- the ‘news media’ – identifying the news outlets that matter to your organisation
o national, regional and local newspapers
o using the internet (your website, news sites, blogs, podcasts, RSS)
o television and radio (national, regional, local)
o trade press
- understanding ‘angles’, what is a ‘story’?
o how to turn information into a story
o finding news hooks that turn a story into news
- good practice in the press office
o keeping records of calls
o contact databases
o 24 hour availability
o setting targets
o media monitoring
o sign-off procedures
- writing punchy press releases that get noticed
- ‘selling in’ stories
- developing a media campaign
o aims and objective
o how to use celebrity ‘stardust’
o media stunts that work
- strategies to prevent and handle a media crisis
- a year of free support
There are a number of group exercises, and each delegate has the opportunity to write a press release and receive feedback.