Media Relations for Parliamentary Staff

Learn how to effectively communicate and manage media relations

Course topic:

Media Relations

Format availability:



1 Day

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

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

 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.

 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 any individual who has interactions with the media and press, such as:

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


  • 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

Professional certificate & Accreditation

In today's integrated landscape, the media -  traditional, digital or social – is an essential component of how your electorate see you. Learn how to manage this relationship with KC Academy's Media Relations short course.

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
09 Aug 2024
Fee: $2,450
Course customization available
Course customization available

This training course is available to be conducted at your own pace & at your own time. Request for a quotation now and our training advisor will contact you shortly

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