INTRODUCTION TO THE COURSE
This Media Relations training course by KC Academy has been designed to provide Parliamentary staff with an understanding of the media, its challenges and its goals.
The training 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 training 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
At the end of this Media Relations for Parliamentary Staff training 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
Training Methodology
This Media Relations for Parliamentary Staff training 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.
Organisational Impact
Upon completion of this training 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
Following the completion of this training 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
Who should Attend?
This KC Academy Media Relations for Parliamentary Staff training 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
DAILY AGENDA
Day 1 to Day 1
- 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
Certificate
- On successful completion of this training course, KC Academy Certificate will be awarded to the delegates.