Course Objectives

The objective is to understand and create effective media relations for the organisation. To create external awareness, aids in the communication of brand values and vision, also generates pride in employees and other internal stakeholders. Good media relations can spot early on any potential threats to your organisation’s reputation and avoid potentially disastrous consequences and uncomfortable crisis news management scenarios.


Who Should Attend?

Those with a role in PR, media and communication, Newcomers to PR/communications, Project Managers, Human Resources professionals with responsibility for PR, Corporate affairs professionals, Managers who want to add high-level PR skills.


Course Overview

The Role of External Communications – definitions and models
• How the media works
• What makes news
• Assessing an organisation’s culture, who sets the culture?
Proactive Media Relations
• The power of brands, The communications audit
• The relationship between Internal and External Communications
• Key message development, PR gaffes
Planning a PR campaign
• Objective setting
• SWOT analysis, Implementation
The Pen is Mightier than the Sword
• Writing skills
• Good use of English
• How to write a Press release, Identifying the story angle
• Developing story structure, News and feature writing – the differences
Storytelling
• Finding a story, Creating a story
• Delivering a story, Sub editing skills
Using the Full Range of Communications Tools
• The tools for communication: from the notice board to Twitter.
• The use of bloggers
Speechwriting and Speechmaking
• Finding your objective, Constructing your speech
• Presentation skills
Media Training
• What to say in front of the camera, Developing your messages
• Dealing with awkward questions, Body language and what to wear.
How to React in a Crisis
• Choosing your crisis team, Be honest and tell your colleagues first
• Managing internal communications in a crisis, The importance of leaders being visible
Scanning the Horizon
• Spotting media opportunities, Public meetings and other events
• Lobbying, The future of PR.


Learning Goal
This course has been designed to enable participants
• understand how the media works
• examine the communication tools needed to influence stakeholders
• develop writing skills for print and the web
• understand the fundamentals of print and web design
• learn how to write a clear PR brief
• plan a PR audit
• develop crisis news management techniques
• enhance their personal presentation skills


Course Materials
Hand outs, materials