This training day covers key media relations skills and techniques that successful PR pros use to get their stories covered prominently in print, broadcast and across online media. You will learn how to engage with journalists, manage news dynamics, pitch stories, build editorial relationships, and navigate the media landscape as you build positive media coverage for your organisation.
This is a universal course designed for learners in a wide range of roles and levels. Learning is pitched at a core level, designed to help you analyse core concepts and execute universal skills. This course is recommended for anyone who wants to generate more media positive and effective coverage for their organisation.
Course objectives:
Participation in this course will help you gain skills and knowledge on:
- How the media are organised, and how journalists think
- Feeling empowered to represent your organisation effectively during interactions with the news
- Developing an instinct for the kind of ideas that will generate news
- How and when to approach journalists with a news story
- Generating greater news value for your stories and better coverage
Mapping a media landscape:
- The power and value of the media: reach, impact and credibility
- Mapping media by medium (broadcast, print, newswires etc.)
- Mapping media by scope (horizontal, vertical, geographic etc.)
- Mapping media by category (consumer, trade, relationship etc.)
- Practicalities and specific best practice for working with TV, newspapers, magazines, trade press, radio, newswires and web-based news media
Working with journalists:
- What journalists need from us: influencing the story
- Avoiding common points of tension and conflict
- Five essential rules of engagement
- Building trust and relationships
- Managing press contacts and lists
News judgement:
- Universal ingredients of news
- Different types of news; hard, soft, human interest, feature
- Finding and showcasing the news value in your story
- Front-page focus; optimising news value to get your story covered more prominently
Pitching stories:
- Golden rules of story pitching
- Engage journalists and drive positive coverage
- Pitch timing; navigating news cycles and deadlines
- Pitch targeting; pitching the right publication or media outlet
- Pitching channels; phone, email, face to face
- Practice your pitching skills in role-play exercises with real journalists
Training level: All
Accreditation: MEPRA has partnered with UK’s Chartered Institute of Public Relations (CIPR) to establish a continuous professional development (CPD) program. MEPRA members will receive access to CIPR’s CPD platform, which includes more than 1,200 learning resources and enables practitioners to map their training journey and earn their way to becoming MEPRA and CIPR Accredited Public Relations Practitioners. This course is worth 10 CPD points. For more information on CPD and accreditation click here.
To enrol in this course, please register online or email community@mepra.org. For any additional enquiries, please call Sabrina De Palma, Executive Director on +971 55 5318 920. Please note that there are no cancellations & refund upon confirmation.
Location of event:
Media One Hotel, Dubai Media City, Dubai, UAE
