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Press Office Management

How to Run a Press Office and Manage the Media

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. 

30 May - 03 Jun 2022
In-Person:
London
$ 5,950
Register
Online:
Virtual
$ 2,350
Register
12 - 16 Sep 2022
In-Person:
Dubai
$ 4,950
Register
Online:
Virtual
$ 2,350
Register
21 - 25 Nov 2022
In-Person:
London
$ 5,950
Register
Online:
Virtual
$ 2,350
Register

Details

Duration:

5 Days

Category:
Media Relations
Availability:

Classroom Online

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.

This Course Is for You If You're:

  • 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.

Learning Outcomes:

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

Course Outline

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
Bespoke Solutions

Contact Us To Discuss Running This Course for Yourself or Your Organisation

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