Media relations are seen as a black art, a view
that is to some degree justified. It is clear that some people and organisations
always seem to attract media attention, while others in a similar field
doing similar things at a similar time hardly ever get exposure.
We don't pretend that all those doing well in
print and broadcasting have taken media courses, but we do maintain
that all other elements being equal, those who have studied the ways
of the market in news and news values do better. Those who learn and
practise the techniques of being interviewed make more effective use
of the media and are liable to be used more often.
Web sites are now very important
in dealing with media. Even the lowliest weekly newspaper now has web
access and expects to have a web site for your reference material. So
have you got one that they will use? See our ideas for web
sites specifically to serve the media.
Below are topics which can be covered. We can 'mix-and-match'
to create courses to your requirements.
1. THE BASICS
- How news is handled and treated by the media
- Media jargon
- Media basic "dos and don'ts"
- Defining and targeting your audiences
- First steps to success
2. THE MESSAGE
- Defining news according to the editors
- Defining your particular news.
- Basing your news
on what editors want.
- Key media messages
- Message essentials
- Why pictures are important
- A model for your messages
- A case study - lessons learnt
- Who should be spokespersons?
- Tips for being a better spokesperson
3. THE MEDIA PLAN
- Your media - a checklist
- Developing relationships with editors and reporters
- Expanding and prioritising your media contact
- When to call reporters
- Your web site as a publicity tool - See the
Web Design page
- Navigating the newsroom: who to call?
- A typical newsroom
- Pitching your story to the press - tips
- The phone pitch - example
- Pitching an exclusive
- News releases: the who, what, where, when and
why of it all
- Tips for media and press releases
- Fact sheets and a press kit
- Organizing successful media briefings
- Don't forget weekly media
- Photo opportunities - how to engineer.
- Making news with your annual report
- Embargoes and your annual report
- How to use the internet for press relations
- Tips for radio and TV talk programmes
- Tips for being telegenic
- Making best use of public relations consultants
- Special module
5. DEALING WITH COMMON PROBLEMS IN COVERAGE
- How to detect and combat real bias or persistent
- Effective ways to complain without making unnecessary
[IMAGE MANAGEMENT] [MEDIA
TRAINING] [PRESENTATION TRAINING]