An Intensive 1-day Training Course

Media Relations for Parliamentary Staff

Learn how to effectively communicate and manage media relations

INTRODUCTION TO THE COURSE

This Media Relations course by KC Academy has been designed to provide Parliamentary staff with an understanding of 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 how to give briefings, interacting on social media, how to prepare an MP to answer questions, to designing an MP for media interviews by familiarizing 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 professionally, responsibly, and fairly.

This KC Academy course will cover the following points:

  • Principles of Media Relations
  • Applying Key Messages for Media Interactions
  • Managing Media Interactions
  • Strategies for dealing with print, radio, television and digital journalists
  • Responding to questions and staying on message
  • Creating a crisis communication strategy

COURSE DETAILS

Objectives Icon

OBJECTIVES

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

  • Prepare for a media interview
  • Support spokespeople before and during media interviews, give feedback and de-brief
  • 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
  • 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
Methodology Icon

TRAINING METHODOLOGY

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

Organizational Impact Icon

ORGANISATIONAL IMPACT

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
Personal Impact Icon

PERSONAL IMPACT

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
Target Audience Icon

WHO SHOULD ATTEND?

This course is suitable for any individual who has interactions with the media and press, such as:

  • Office managers
  • Parliamentary assistants
  • Constituency office teams
  • Chiefs of Staffs
  • Researchers

AGENDA

  • Principles of Media Relations
  • What a journalist wants
  • Applying Key Messages for Media Interactions
  • How to pitch a story
  • How to develop op-eds and respond to requests
  • Strategies for dealing with print, radio, television and digital journalists
  • Responding to questions and staying on message
  • Creating a crisis communication strategy
Objectives Icon

Certificate

On successful completion of this training course, KC ACademy Certificate will be awarded to the delegates.

RELATED CATEGORIES

OTHER TRAINING COURSES

YOU MIGHT BE INTERESTED AS WELL…

CLASSROOM

Advanced Public Speaking, Pitching and Presentation Skills

26-30 May 2025
Paris, France
CLASSROOM

Press Office Management

15-19 Sep 2025
Dubai, UAE

FREQUENTLY ASKED QUESTIONS

This FAQ section provides quick answers to the most common questions about our services, procedures, and policies. We aim to make your experience with us as straightforward as possible. For further assistance, our support team is ready to help.

Are there prerequisites or language requirements? +
How many students are in a course? Who will be my classmates? +
Do I need specific equipment to take Online Courses? +
How can I register? +

READY TO GET STARTED?

Connect with our team to learn more about our customised learning and development solutions.

SUBSCRIBE TO OUR NEWSLETTER

Stay up to date with our latest insights on leadership, strategy and other topics that are relevant to your business. No spam, great content.