The course covers the following topics:

How to Establish Successful Media Relations 

• Understanding the difference between media relations and public relations
• Establishing, managing and maintaining relationships with target media
• Appreciating news values and analysing reporters stories
• Who is who in the news structure; reporters, editors, desk journalists and others
• Importance of maintaining lists and data on target journalists

Pitching Stories Successfully 

• Identifying reporters’ beats and understanding their importance
• How to pitch your stories to key journalists
• Recognising news deadlines and observing them
• Planning, setting out and writing successful press releases
• Understanding how and where reporters get their news material

Identifying the Importance of Stories 

• Deciding whether a story is for all media or specific news outlets
• Gauging how important a story might be to media
• Gaining a reputation as a dependable source of information for reporters
• Following up your story with reporters
• Developing and utilising ‘tip’ sheets

Press Conferences and Interviews 

• Planning, preparing, implementing and following up a press conference 
• The difference between a press briefing and press conference
• Preparing for an interview and understanding the reason for it
• Adopting television skills for before during and after an interview
• Pitfalls and how to avoid no comment and off the record

Techniques for New Media 

• Media relations and the 24 hour news phenomenon
• Media relations on line
• Devising and managing web news conferences
• Auditing and monitoring social media and utilising ‘citizen’ reporting
• Differences in approach to traditional and new media