This media relations training is for communication departments and managers who have to be able to develop good working relationships with the media and pitch their stories successfully. This training is delivered by experienced PR professionals and journalists.

  • An overview of media relations – the dynamics of the news cycle
  • What makes news. News value that is generated by your organisation
  • Media relations – the dynamics of the news cycle
  • Pitching your story or defending the position / stance to journalists
  • How to build authority and thought leadership
  • How to manage reputation and contain potential negative coverage

The nature of news

What makes news
News is about the unexpected, the challenging, the controversial. It is not about everyday things that go on in our lives. News has to turn what interests us into a…

Strategic media relations

Strategic media relations
PR managers are there to think strategically about media interviews. Interviews are a great opportunity to get your messages across to the public and very often these come on the…

Messages for the media

Prepare messages
News value Why are the public and media interested in your organisation? How can you make them care? How is your news going to impact on your target audiences? Government…
Action – create message / audience matrices 
For each key stakeholder audience, fill in what they think or do now, and what your organisation would like them to think or do. Perform a gap analysis – that…
Messages for media interviews
Remember that process is not interesting – so the working group meetings and negotiations are of less news value than the predicted outcome that affects peoples’ lives. Deciding on the…

Media briefing documents

The message sheet
Try not to over script your briefing documents. It is possible to over train your spokesperson and they will then sound unnatural and will tend to speak in contrived sound…
Story telling
Story telling Story telling is the “art” of giving shape and meaning to a piece of information that’s dull and boring. The reason that the worlds of advertising, public relations…

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