Press, Publicity and Profile Raising

Syllabus

Confident Communication

• Presentation skills.
• Voice and speech.
• Non-verbal communication.
• Focus on strengths and overcome weaknesses
• Use of notes and colour coding.
• Set an action plan for improvement.

Constructive Confrontation

• Identifying positive messages in the midst of mixed messages
• Understanding interviewers questions
• Use of tone, pace and posture in order to offset confrontation
• Accept/Reject game
• Turning anger to energy
• Being proactive as well as reactive
• The power of persuasion versus the art of manipulation

Damage Limitation

• Why we should expect bad press at some point.
• Analysing your work from the point of view of media hype
• Watching for warning signs
• Drafting a damage limitation policy
• Practising and updating a damage limitation policy

Matching Message and Media

• What is the message – really?
• How many ways can the message be told? Pull out key features each time and aim them at a different target market.
• Selling children’s books – do you aim at the child or the parent?
• A press release that works

Openings and Opportunities

• How to discover the key contacts
• Building relationships with the media

Study Hours

This is only an approximate figure and is dependant upon how much time you can dedicate to your studies and how well you grasp the learning concepts in the course material. Furthermore, at the end of each lesson there is a question paper that needs to be completed and returned to your tutor. You should allow at least 1 - 2 hours of study to complete each question paper.

The approximate amount of time required to complete the course is: 60 hrs.