Navigating the Media

 

Despite the changing media landscape, mainstream news continues to be a key influencer across the public and political landscape. But dealings with the media often end in frustration and missed opportunities, with press releases ending up in the bin moments after they reach the newsroom.

There are good reasons why the coverage your organisation receives bears little or no resemblance to what you were hoping for. It might seem baffling to media advisers and PRs, who often feel they are hurling their pitches at the castle walls. But you can learn how to navigate the media – when you know how the other side works and thinks.

 

This course is for you if...

 

• You work in a communications role that deals with the media

• You are unsure about how and when to approach the media

• You want to change the media communications policy or culture within your organisation

• You want to understand how the media perceives your organisation and the issues you deal with

• You want tips on how to get what you want from the media

 

Course description

 

This full-day course explains the day-to-day running of commercial media organisations and the variables in play. You will learn how to present issues and stories to media professionals, and take part in hands-on exercises that will deepen your understanding of how the media works.

Topics covered on the day include:

 

• Developing strong media relationships

• Overview on how the news media thinks and works

• How to identify what media outlets want and don’t want

• The changing media, including old attitudes that continue to cause problems

• Understanding some inconvenient truths about dealing with the media 

• Feedback /discussion on your example of an unsuccessful media approach; why it didn’t work and what you could have done differently

 

PLEASE NOTE: All levels of experience are welcome. If possible bring a laptop, iPad or tablet to use in class. Participants are encouraged to submit a proposed media release or story idea for discussion.