Course Benefits: On completion of this course you will:

• Learn how to enjoy a positive relationship with the media
• Develop a positive understanding of the core rules that apply
• Have clear and workable company guidelines
• Turn media opportunities into business success
• Gain a better understanding of media requirements
• Know how to plan and develop a media strategy
• Understand the protocol for dealing with the media in all its formats
• Have the skills to be pro-active in media relations
• Learn to interact with the media in a variety of situations
• Have a total understanding of the different requirements of the media and how to meet them
• Enhance and develop media relationships
• Appreciate how to work with the media to develop local, national and international coverage
• Know how to find and brief a photographer and work within budget
• Learn how to plan and execute a successful photocall
• Know how to improve your company’s image through PR
• Have practical knowledge on how to drafting a press release
• Understand press release protocol
• Simple rules to protect yourself from negative publicity
• Enhance your personal commercial value

Who Should Attend?

• Anyone with responsibility for communicating a company / organisation's messages to relevant publics
• Staff who have recently taken on a public relations / marketing function
• Press officers / internal public relations executives seeking to develop their expertise
• Those seeking to generate increased profile/ awareness from a limited budget
• Those involved in producing customer or in-house publications
• Marketing staff keen to gain an understanding of media relations
• Executives who talk to journalists as part of their working brief

Understanding the Media

• An overview of the media landscape
• Understand media relations
• How the print and broadcast media work
• Relationship building – creating and using media contacts

Introduction to Public Relations

• What is PR?
• How to develop positive PR
• Gain business advantage over your competitors through effective media management
• Analysis of what makes news stories and motivates the media
• Identify your audience, choose tactics and decide timing

How to draft a Press Releases

• How to write and structure a winning press release
• How to target and get through to particular journalists
• The who, why, what, where and when the media wants
• Press release follow-up protocol for media relations success
• How to write catchy headlines

Maximise your Press Coverage

• How to plan your media strategy to ensure you get into print
• Recognise and use the opportunities offered by different media
• How to create a picture story that editors will use
• The best ways and the best times to talk to journalists
• How customising your approach yields better results
• Understand what motivates journalists and how they source copy
• What publications do you target and how?
• Opportunities for press coverage
• Essential tips for media interviews

Photography - 97% of shots submitted to the press end up in the bin

• How to plan and execute a successful photocall – the basic rules
• Tailor your photography budget to get the most effective results
• Learn how to commission what the picture editor wants
• How to achieve the best from your photographer
• Photographing key personnel and executives
• How to get your shots into papers and magazines
• Protocol

Put it all into Practice

• Press positioning for your company as leader in your sector
• Why some companies appear regularly in the press and most don't
• Identifying and accessing those who are interested in your story
• The do’s and don’ts in dealing with the media – print and broadcast
• Make it easy for the media to give you positive coverage

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