Make It Work With The Media

Objectives:

• Introduce participants to the fundamentals of good media relations
• Help them to prepare for opportunities involving the media
• Practice one-on-one interview skills

By the end of the day participants should:

• Know what reporters look for
• Identify their organisation’s potential news stories
• Know how to communicate using key messages
• Be able to prepare effectively for media opportunities
• Know the basic skills of conducting effective interviews
• Know how to handle tough questions

Course outline:

Scene setting & introductions

Understanding the news business

• News values
• Which story is more important?
• Getting the facts straight
• News products
• Common ground
• Reporters’ roles
• Your role
• What’s YOUR news?
• Tools of the trade

Media relations basics review

o    What is your objective?
o    What are you going to say?
o    Key messages are crucial!
o    How to say it properly

When the call comes

o    Negotiating terms
o    Proper preparation
o    Effective communication
o    Hard questions & how to handle them

Practice, practice, practice
o    Digitally-recorded individual role playing & critique