Media Relations

Rules of Engagement for Talking to the Media

Format availability:

In-Person

Duration:

5 Days

Introduction to the course

Developing and maintaining an effective relationship with the media is a crucial part of any communication strategy.

This Media Relations course by KC Academy will help participants understand the media, its challenges and its goals.

The course will also enhance the skills and abilities of the participants, from providing a toolkit of best-practice such as interacting on social media, answering questions at a press conference and providing briefings, to preparing a spokesperson for media interviews by familiarising them with a variety of formats, styles and locations such as TV, radio, print, online.

It will also help participants develop strategies and skills for dealing with the media in a professional, responsible and fair manner.

This KC Academy course will cover the following points:

 Principles of Media Relations

  • The current media landscape
  • Building relationships with journalists and reporters
  • Working with journalists – what journalists want and do not want

Applying Key Messages for Media Interactions

  • Cohesive communication across traditional and digital media
  • How to identify your key messages
  • Creating powerful and memorable soundbites

 Managing Media Interactions

  • Strategies for dealing with print, radio, television and digital journalists
  • Responding to questions and staying on message
  • Dealing with difficult and hostile questions
  • Media relations in a crisis

Course details

At the end of this seminar, you will be able to:

  • Prepare for any type of media interview – promotional, “issues”, or crisis
  • Get ready for print and broadcast interviews
  • Support other spokespeople before and during media interviews, give feedback and de-brief
  • Satisfy a journalist's need for news while achieving your business objective
  • Communicate with impact and authority, and handle awkward questions under pressure
  • Understand the pressures of a modern newsroom and understand what journalists and reporters want
  • Develop a productive relationship with the media from a communication
  • Provide the media with usable material
  • News jack to spot or create a news story for your organisation
  • Sell in and pitch to the media successfully

 This course will utilise various proven learning techniques to ensure maximum understanding, comprehension, retention of the information presented. This includes interactive breakouts and Q&A's, activities and roleplay, and a dynamic presentation with a participant workbook.

 Upon completion of this course participants will:

  • Understand how the media works and what journalists are looking for
  • Look and sound confident when communicating complex messages
  • Be effective at connecting with journalists
  • Seamlessly deliver key messages
  • Be clear about what makes a newsworthy story
  • Control interviews and be convincing on camera
  • Handle hostile and probing interviews

Following the completion of this online course participants will:

  • Better understand how the media works and what motivates journalists.
  • Be clear about what makes a newsworthy story
  • Present their messages and brands in ways that will engage journalists.
  • Control interviews and be convincing on camera
  • Handle hostile and probing interviews

 This course is suitable for media and communication professionals, the crisis management team and executives engaging with the media and colleagues who may be required to provide a comment to the media.

Daily Agenda

Day 1:
Principles of Media Relations
  • The current media landscape
  • Understanding common media terminology
  • Building relationships with journalists and reporters
  • Working with journalists – what journalists want and do not want
  • Restrictions to consider when working with the media
  • The importance and dangers of social media
Day 2:
Applying Key Messages for Media Interactions
  • How a communication strategy influences media interactions
  • Cohesive communication across traditional and digital media
  • How to identify your key messages
  • Creating powerful and memorable soundbites
Day 3:
Managing Media Interactions
  • The importance of media protocols: do’s and don’ts when interacting with the media
  • Strategies for dealing with print, radio, television and digital journalists
  • Responding to questions and staying on message
  • Dealing with difficult and hostile questions
  • Media relations in a crisis
Day Four:
Media Relations and Rules of Engagement
  • Learn about the ethics of engaging with international journalists
  • Develop an understanding of the critical information to be included in external communication, press releases and reports
  • Implement a strategy to respond to news inquiries
  • Explore the guidelines on releasing information to the media and the impact international relations
Day 5:
Engaging with the media
  • Review the processes for when a journalist requests an interview
  • Review the “Do’s and don’ts” when interacting with journalists
  • Learn about new strategies for dealing with print, radio, television and digital journalists
  • Establish tactics for handling press conferences
  • Review best practice techniques for broadcast interviews such as body language, messaging and staying on message
  • Undertake spokesperson interview preparation utilising the key messages and communication strategy

Professional certificate & Accreditation

Your organisation's message, brand and reputation are dependent on how the public perceives you. In today's integrated landscape, the media -  traditional, digital or social – is an essential component in this perception.

Frequently Asked Questions

There are no prerequisites. Our courses are open to students of all backgrounds who are 18 years of age and older. All courses are conducted in English. Video lectures include English subtitles and the option to slow-down, pause, or replay lectures for better retention. Discussion boards are a critical component of each of our courses; therefore, we suggest students have a conversational knowledge of English when pursuing a Certificate of Completion. For any of the art writing courses, students need to be 100% proficient in written English.

You should have an up-to-date web browser such as: Chrome, Safari, Firefox, or Internet Explorer. For more detailed information, please see the guides for supported browsers and basic computer specifications. Our Online Courses can be accessed on a mobile or tablet device, although we strongly encourage you to have access to a desktop or laptop computer and reliable internet connection for certain course components. Former students have told us it is easiest to read discussion threads and complete written assignments on a laptop or desktop computer.

Registration is available on our website. Just follow these simple steps: Click the “Apply Now” button in the top right corner of your screen. Select “Online Courses.” Choose your course(s). You will be asked for basic contact information and your credit card payment. We require full payment at the time of registration and all tuition is billed in US dollars. Be sure to check with your bank or credit card company, as your financial institution may charge a foreign transaction fee.

Our classes are kept small, at no more than 30 students, to better facilitate and encourage personalized interaction with the instructor and fellow participants. Your classmates come from all over the globe and contribute their global perspectives and experience. Some are currently working within the arts while others are just beginning. All classmates share in their passion for the art world.

It is recommended that you begin your course promptly. If you do need to start the course a few days late, contact your instructor as soon as possible after the course has opened to discuss your options. Registration closes on the Friday after the course begins.

Enroll now

Click on a date to enroll and save your seat
London
22-26 May 2023
Fee: $5,950
London
09-13 Oct 2023
Fee: $5,950
Course customization available
Course customization available

This training course is available to be conducted at your own page, at your own time. Request for a quotation now, our training advisor will contact you promptly

    KC Academy
    Typically replies within an hour

    Lily
    Hi there 👋
    My name is Lily. Please tell me how I can assist you..
    1:40
    ×
    Chat with Us