HANDLING THE MEDIA

Liaising with journalists

WHAT TO EXPECT

This intensive 2-day introductory course outlines the essential principles and techniques of mass media liaison for anyone dealing with newspapers, magazine, radio, television or Internet journalists. The deadline and format needs of particular media are explained.

The first day deals with how to write news releases and prepare for interviews and photo opportunities. The second day outlines how to organise and promote effective media conferences and run your media liaison overall. Short instructional talks are followed by writing exercises and discussion.

WHO SHOULD ATTEND

The course is for PR staff, executives and managers, technical personnel and organisational spokespersons of all types. Even journalists should benefit, as media liaison is a two-way process depending on good communication skills and mutual understanding of roles. It will help to have some background in publicity but this is not absolutely essential. Word-processing skills are important too but the course is conducted using pens and paper.

NOTES AND WORKBOOK

Participants receive a manual to take away for further study and application. The workbook covers the exercises done during the course, and the notes deal with how media gatekeepers function and how to improve your success rate. There is also access to instructional material on a password-protected Internet site.

THE INSTRUCTOR

Course leader is Graeme Addison, former head of the Natal Technikon Department of Journalism and Public Relations and of the Department of Communication at the University of North-West. He writes on marketing communications and is now a freelance journalist. Guests from the media will contribute their experience and insights.

CERTIFICATE OF ATTENDANCE

A Certificate of Attendance to those who stay the course and complete the exercises. It lists course content and intended outcomes.

COURSE OUTLINE

HANDLING THE MEDIA

SESSION

Morning 1

8.30-10.30am

Morning 2

10.50-12.45

Afternoon 3

1.30-3.00pm

Afternoon 4

3.20-4.30

DAY ONE

Introduction to the principles of media liaison. Basic requirements for the job. Developing contacts & a database.

Writing news releases for print, radio and television. Deadline and format requirements. Making the approach.

Rules of the game: the Interview. Preparation, type of interview, fielding questions. On and off the record.

Work review and auditing your success rate. Clippings services and value measurement.

DAY TWO

Organising and running media events and promotions. Do’s and don’ts of conferences.

The press kit. How to put one together, working with a group, scheduling and organisation.

Using the Internet for research, contacts and distribution. Email and how to use it.

Course review and certificate presentation

Participants may bring copies of previous work, if any, for discussion.

FURTHER INQUIRIES

For course content only:

Graeme Addison news@editorial.co.za

Page links

Lead consultant