Media Training at the Press Association

How to Deal with the Press

Who should attend: Anyone who comes into contact with the media. This includes executives at all levels who may be asked to take on responsibility for press relations in addition to their main business activity.  So whether you work in the press office of a large organisation or you are the MD of a small company this course will teach you how to deal with the media.

What will you gain from the course: This intensive course will give you a much greater understanding of how the media works and how to get the most out of your media relations. It will give delegates a better grasp of the media world, who the key decision makers are, and will deal with some common problems and misconceptions about the media. The aim of the course is to give delegates much more confidence when dealing with the media and learn ways to use it to your advantage.

The Background

• An overview of the media landscape – Newspapers, TV, radio and the web.
• The media explosion – the challenges and opportunities.
• The difference between PR and advertising.
• The value of press coverage versus other marketing channels.
• What is news – definitions and discussion.
• Editorial independence – what it means in practice. Why it is important.

What makes news

• Sources of news – where does it come from?
• The journalist’s mindset – a day in the life of a newspaper reporter.
• The editorial process from start to finish.
• News values – knowing the publication or media outlet.
• How the media works – who does what.
• How to identify the decision makers.

The Press Release

• What’s the story?
• What’s the intro?
• How to structure a release – intro, background, detail, context, look ahead.
• Tell it like it is – keep it straight.
• Length and style.
• The importance of checking and checking again.

Press Inquiries – how to deal with them

• Is it a crisis or an opportunity?
• Do’s and don’ts of dealing with reporters.
• Tell it like it is – the pitfalls of spin.
• Common misconceptions about the media and media people.

How to strengthen your hand

• The importance of good media contacts.
• The power of the exclusive – how the press really works.
• Keeping in touch – how to develop good relations.
• Freebies, lunches and trinkets – bribery or brinkmanship?
• Managing your expectations – and theirs.

Course Length: One day.