Handling the press and media: how to get your story covered

Course summary

Good media coverage gets your message across to the public and decision makers better than any other communication method. Learning how to deal with journalists allows you to positively influence what is printed and broadcast.

This highly practical course helps you understand news angles and what the media want from you. It covers how to write press releases that will get picked up, how to develop useful relationships with journalists, how to plan and run media campaigns, and how to monitor and evaluate your press coverage.


Course outline

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
  • national, regional and local newspapers
  • using the internet (your website, news sites, blogs, podcasts, RSS)
  • television and radio (national, regional, local)
  • trade press
• understanding 'angles', what is a 'story'?
• how to turn information into a story
• finding news hooks that turn a story into news
• good practice in the press office
  • keeping records of calls
  • contact databases
  • 24 hour availability
  • setting targets
  • media monitoring
  • sign-off procedures
• writing punchy press releases that get noticed
• 'selling in' stories
• developing a media campaign
  • aims and objective
  • how to use celebrity 'stardust'
  • media stunts that work
• strategies to prevent and handle a media crisis

There are a number of group exercises, and each delegate has the opportunity to write a press release and receive feedback.
"The course was interesting, well researched and in depth. I liked the fact that personal experience and discussion is so heavily featured." KD, Kent, Surrey, Sussex Air Ambulance
"Superb course, Good pace and delivery. Good course materials. Very practical". HC, Care for the Carers Ltd.
"Trainer excellent at making course relevant to everyone, and addressing our company's specific remit". PS, Comic relief


Who is this course for?

This course is an excellent introduction for those who have to liaise with the media or act as press officer. It is also useful for those who need to brush up their media handling skills or update their knowledge.


What will this course help me do: learning outcomes?

The course will give you a better understanding of how the media work, and help you recognise how to shape a story to get it covered. It will give you the skill to write effective press releases. It will also give you the know-how and confidence to handle a media crisis.