Media Training and Fundamentals of PR

Overview

Because the media spotlight can be both positive and negative, professional media training is designed to help you make the most of your publicity opportunities while minimising the potential for damage to your reputation.

By understanding what the media want, you can greatly enhance the likelihood of a successful outcome, particularly when a difficult issue arises.

Using an interactive training model with video playback and self-critique, you will see real improvements in your interview skills, your overall presentation skills and how you express your key messages. Participants rate this learning process very highly

The Media Training and Issues Management Short Course also covers the basics of public relations, such as how to position your company through positive interactions with the media, building your profile without advertising, when to write a media release and how to structure it to optimise media interest.

Topics Covered

• Trends and basics of dealing with the New Zealand media
• How the news media operates – print, radio & TV
• What to do when a journalist calls
• Interview techniques
• Home truths about journalists and how to gain their respect
• What is ‘news’ – defining your hook/angle and adding ‘sparkle’
• Key messages, bottom lines and over-riding objectives
• Elevator interview –getting your message across in 30 seconds
• Managing difficult interviews – the principles of control, preparation, content & risk
• What to do when you are in the wrong
• PR disasters and why the media love them
• Public relations strategies & how to use them
• Writing media releases
• Presentation skills – body language & voice control
• Handling nerves & other tips on presenting with confidence

Using video camera, microphone and lights, participants learn the different techniques in managing a range of interview situations for print, radio and TV. The course also freshens up presentation skills, from body language, how to stand - to voice projection

Who should attend

This Short Course is suitable for anyone who feels they could develop better skills when managing the media or to prepare for a spokesperson role. If you are anxious about talking to the media or simply making presentations, and want to make sure you are better prepared next time, this is the course for you.

If you want to learn how to interact with the media, maximising your company profile, this course will teach you skills to pin point what is newsworthy in your organisation and how to use this to your best advantage

Outcomes

After completing this Short Course you will know how to:

• Use the media to your advantage
• Respond confidently to a journalist’s approach
• Communicate your organisation’s key messages succinctly
• Manage issues so they don’t become crises
• Understand when and how to use Public Relations strategies to manage your reputation

Previous participants have been surprised at how the media management skills they have gained bring benefits in other areas, such as business strategy development, presentations and communications with stakeholders in general.