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  Media relations courses

A selection of modules that can be incorporated into a media relations course for you or your clients

Increasing your coverage (tailored to specific clients) 

  • Human interest stories
  • Technical triumphs for the trade press
  • Industry comment
  • Accidents and disasters
  • New product launches
  • Identifying what sort of stories appear in different papers, magazines and broadcast media
  • Building relationships with journalists

Managing the media relationship 

  • Understanding what journalists want
  • Building relationships with particular publications/programme makers
  • Knowing when to refer journalists to colleagues and/or the public relations company
  • Preparing for major in-house stories
  • Responding to industry-wide news and issues
  • Honesty, on and off the record comments
  • Urgency, deadlines and returning calls

Message development 

  • Current press debates which affect the company
  • Taking the internal character of the company and creating a picture for the media
  • Connecting messages into a story
  • Distributing the message internally

What do journalists want from a press conference/trip/lunch? 

  • The effective press conference and making a speech
  • Hosting journalists on a trip
  • Working lunches
  • Planning ahead
  • What you can offer - exclusive stories, insider info

How to say no 

  • When to refer a journalist to a colleague or the public relations company
  • The damage limitation interview
  • The very rare occasions when you might use 'no comment'
  • Issuing a printed statement

Spotting a story 

  • Human interest stories
  • Technical triumphs for the trade press
  • Industry comment
  • Accidents and disasters
  • New product launches
  • Identifying what sort of stories appear in different papers, magazines and broadcast media

Making the story attractive 

  • Not selling a story but arousing interest
  • The standard story structures and their content:
  • New
  • David vs Goliath
  • Here's another
  • Fresh threat
  • Old threat
  • They were wrong
  • Forward spin
  • Didn't happen
  • Current debates
  • How to craft the story to the standard structures

 

For more information on how we can help you organise your media relations course, please contact us.
 
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