“It’s important to portray yourself as authentic when interacting with the media. This is because various platforms and their audiences typically appreciate communicators who speak with genuineness.”
OPRAH WINFREY
Talk Show Host and Media Personality
INTRODUCTION
- Working in public relations generally includes collaborating with Media outlets and Public to promote your organization and its narrative. Therefore, for the correct message to come out and be received favourably is of prime importance.
- The relationship between an organisation and media professionals is very crucial to pass on information to the public about their mission, policies, practices, etc. in a positive, credible and consistent manner. The ultimate goal of media relations is to maximize positive coverage of an organisation and its activities,
- QCCD has structured this 2-day training program in Media Training to hone the skills necessary to communicate clearly and professionally and enable specific employees of an organisation to directly interact with individuals from the media who are responsible for publishing news and information.
- In this intensive course, participants shall learn what media training is, its components and why it’s important, both in theory and practical aspects through mock-interviews and role-plays. Participants will be able to partake and play a significant role in building the reputation of the organisation and controlling its perception in the minds of the public through positive news reviews, helpful information and good relations with media personnel in order to have effective control over the type and content of news published.
PROGRAM OBJECTIVES
The main objective of this intensive 2-day training is to empower young professionals with:
- Complete knowledge and information on media relations and public affairs
- Necessary skills and confidence to successfully undertake roles and responsibilities
- The required knowledge, perspective, and awareness to filter all news and information that is to be published about the organisation in order to preserve a positive image of the organisation
- Confidence and experience to maintain a good relationship with media personnel to control the type and content of news being published about the organisation
- Knowledge and understanding to check all content of press releases before they are published to the public
- Overall skill set and capability to undertake senior critical roles in media relations and public affairs, thus contributing to branding and growth and success of their organization
- Adequate experience and exposure to represent the organisation as a spokesperson, keeping in mind and protecting the image and reputation of the organisation
- Awareness and maturity to balance transparency and the image
CONTENTS OF THE PROGRAM
The basic structure would be in 6 modules and revolve around:
Module 1: OVERVIEW OF MEDIA RELATIONS AND PUBLIC AFFAIRS
- Tracing the Historical Development of the Media, and its Growing Influence
- Definition and Role of Media Relations
- Types of Media in the Modern Business Environment
- Definition and Role of Public in the Success of an Organization
- Difference between Media Relations and Public Relations/Affairs
- The Elements of Media and Public Relations that Impact on Our Organization
Module 2: IMPORTANCE AND SENSITIVITIES OF DEALING WITH THE MEDIA AND PUBLIC
- Importance of Media Relations
- Become an industry Leader and Build Positive Reputation
- Increase and Measure Brand Awareness
- Drive Qualified Leads for the Marketing Endeavour
- Share News that Favorably Raises the Profile of the Organization
- Decline of Traditional Media
- Media Contacts Influx
- Working with Difficult, Unethical and Unprofessional Media Personnel
- Managing Public Expectations
Module 3: IMPORTANCE OF MEDIA RELATIONS
- Maintaining the Integrity and Consistency of the Organizational Brand
- Launch of New Products, Services. Promotions
- Highlighting Quarterly Profits and Growth in Overall Financial Results for the Public and Shareholders Confidence in the Organization
- Promotion of Organisation-sponsored Events and Initiatives
- Launch of Public-Awareness and Public-Safety Campaigns
- Awards, Accolades, and Achievements
- Involvement in Local Community Engagement and Outreach Activities
Module 4: CHALLENGES IN AREAS INVOLVING MEDIA AND PUBLIC AFFAIRS
- Government Relations
- Media Communications
- Issue Management
- Corporate and Social Responsibility
- Information Dissemination
- Strategic Communication Advice – Developing a Narrative
- Dealing with Challenges of Institutional Reputation – Controlling the Narrative
- Grass-root Engagement with the Public in Times of Crisis, for Example: Covid-19
Module 5: THE ART OF CRISIS MANAGEMENT
- Three Stages of Crisis Management
- Systems and Preparation before a Crisis
- Mapping Issues
- Enabling Factors for Rapid Response
- Engaging with the Press and Public in the High-Pressure Scenario of a Reputational Crisis.
- How the Media Tends to Cover Crises
- Crisis News Angles and News Dynamics
- Strategic Engagement with the Modern Media Channels in a Crisis
Module 6: BUILDING PERSONAL STRENGTHS AND SKILLS TO DEAL WITH THE MEDIA AND PUBLIC – IN GOOD TIMES AND IN CRISIS SITUATIONS
This Module is Entirely a Practical Role-Play Module in which Participants Shall Prepare through Group Discussion and Interactive Classroom Sessions:
- Predicting Questions
- Creating Pro-Forma Q&A Documents
- Developing Pro-Forma Crisis Messages
- Answering Challenging and Sensitive Questions
- Press Releases vs Statements in a Crisis
- Learning to Assess the Success of an Interview
- Carrying Out Prior Audience-Research before Facing Either the Media or the Public
- Be Authentic (Sine Cera) and in Control of Narrative by Guiding the Flow of Conversation
- Speaking Concisely, Factually and To-the-Point
- Avoiding Distractions and Baiting by the Media and/or the Public
- Coming Back to the Narrative – The Loop Response Technique
- Crisis Messaging Best Practice – Lessons from Top 5 Energy Sector Companies in the World
CONDUCT OF PROGRAM
The mode and style of conduct will be:
Training
The participants will be imparted theoretical knowledge and skills in a highly interactive environment. Practical aspects of this training will involve hands-on exercises. Appropriate humor, small group discussions and open-dialogue would be the order of the day. All course and learning material would be provided.
Program Duration
This is a 2-day program.