Press Office Management

How to Run a Press Office and Manage the Media

Format availability:

In-Person, Online streaming


5 Days

Introduction to the course

During this five-day training course by KC Academy, attendees will learn what exactly goes on within a press office, from technical processes to general daily life. This course will dive into running an effective press office by looking at best practices and interactive case studies.

This press office training will give participants insight into the principles, functions and processes behind an effective press office. 

The course will outline examples of successful press offices while also demonstrating – through real-world examples – how delegates can adapt core principles and practices to work in a multitude of challenging scenarios.

Course details

During this five-day training course, you will learn: 

  • How to write a press release that will capture a journalists attention
  • How the modern newsroom works, and the importance of digital journalism
  • How to handle media enquiries 
  • The importance of crisis planning and how to create an effective plan
  • To prepare messaging and use impactful language.
  • How to communicate key messages through the various mediums 
  • How to prepare a spokesperson to engage with the media in various scenarios
  • How to set up, manage and handle a press conference

  • spokesperson for an organisation looking to enhance your ability to deliver press conferences, handle media interviews, and accurately communicate information to the public.
  • A press officer manager who is looking to implement best practices within your organisation.
  • Junior to mid-level press officers and media relations managers looking to enhance their understanding of media relations.
  • Press officers are seeking to understand crisis communications.
  • Press officers overseeing issues or clients that may require sensitive press handling.

Daily Agenda

DAY 1:
The Role and Purpose of a Press Office 
  • Understanding how today's 'lean' news operations work
  • What is news? The news media, social media and slow reading
  • Using the internet (your website, news sites, blogs, podcasts)
  • Different traditional media – print, TV, radio local, national and international
  • Identifying the media that matter to your organisation
  • Essential functions of an effective press office: Reactive and proactive approaches
DAY 2:
Understanding what is a 'Story' and How to 'Sell' it
  • What is a 'news angle' or 'hook' and how to find it
  • Researching your target media and story versioning
  • Who to contact and how – selling in your story
  • The news cycle – when to call
  • Building a news story from scratch:
    • Statistics based stories
    • Picture or video clip stories, use of influencers
  • Versioning stories
DAY 3:
Developing Media Campaigns and Content Programmes
  • Starting with your organisation's strategy and plans
  • SMART objectives and measurement
  • The Message House
  • POEM and PESO – Blending paid, owned, shared, and earned media
  • Digital Media: Managing and using social media effectively
  • Media measurement and continuous improvement
DAY 4:
Good Practice in the Press Office
  • Developing your tech stack
  • Essential Admin: policies, procedures, keeping records, approvals and sign-off
  • Contact databases
  • 24-hour availability, account management and roster management
  • Media and social media monitoring: sentiment analysis
  • Content management, content calendars
DAY 5:
Issue Management and Crisis Media Management
  • Strategies for monitoring issues and preventing media crises
  • Identifying, training, and briefing your critical spokespeople
  • Preparing your spokespeople in times of crisis
    • Types of interviews
    • Avoiding journalist bear-traps
    • Messaging, bridging and impactful language
  • How to triage incoming media enquiries
  • How to set up, manage and handle a press conference
  • Action Planning

Professional certificate & Accreditation

Running a Press office takes a great deal of research, which means sorting out facts from fiction. Honing these skills allows for accurate campaign building, allowing the correct information to the public. 

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
Online streaming
09-13 Sep 2024
Fee: $3,950
09-13 Sep 2024
Fee: $5,950
18-22 Nov 2024
Fee: $5,950
30 Dec 2024-03 Jan 2025
Fee: $0
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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