Effective media relations

Overview
Effective media relations will give you a clear understanding of the media including how it works, what it wants (and does not want) and how you can achieve the optimum media coverage for your organisation. You will understand the difference between pro-active and re-active media relations, the different ways to reach and influence journalists and how and when to use them. This is an interactive workshop, which will give you the chance to work in teams on real life media relations projects.

Prerequisites
You will be currently be working in an in-house or consultancy press office or for an organisation where you manage media relations staff. Alternatively you may be looking to establish a career in media relations or a PR professional looking to understand more clearly how the media works.

Course Content Definitions

• what is the media
• the value of the media
• the media relations mix
• pro-active and re-active media relations

Managing effective media relations

• understanding journalists and developing relationships
• securing media coverage
• the requirements of the print, broadcast and e-media
• producing the news release
• responding to and utilising media coverage

Crisis management

• how to utilise media relations to best effect during a crisis