Course Description

THE RATIONALE

Building solid relationships with the media is a vital part of any communications strategy. Your message, brand, and reputation hinge largely on how the public perceives you. The media – whether traditional, digital, or social – is an important player in this.

This course helps participants understand the media, its challenges, and its goals. It also helps participants develop strategies and skills for dealing with the media in a professional, responsible, and fair manner. In particular, this course will provide practical insight into how journalists and news outlets use social media for their work and how public relations and communications professionals can engage with them on these platforms. Communicating and building relationships with the media to get your results

 THE COURSE OBJECTIVES:

By the end of this training, participants will be able to:

• How to build a media strategy and protocol
• Understanding current media trends and challenges, e.g. fake news, opinion journalism, etc
• Knowing how to network and nurture relationships
• Understanding journalists and news organizations
• Ethics for dealing with journalists
• Participants will better understand how the media works and what motivates journalists.
• They will become more capable of presenting their messages and brands in ways that will engage journalists.

 THE COURSE OUTLINE

The course will cover the following:

MODULE 1:  MEDIA TRENDS ANALYSIS

• The impact of digital media
• Changing consumer habits and attitudes
• Using secondary sources of media data.
• The rise of direct-to-consumer post-COVID-19 – Search Engine and Email marketing
• Content Marketing and Relationship Marketing
• POEM – Paid, Owned, and Earned Media

MODULE 2:  AUDITING YOUR COMMUNICATIONS

• Reviewing your channel output
• Assessing the effectiveness of your channel mix
• Stakeholder analysis
• Competitor communications analysis
• Analysing messaging across the organisation

MODULE 3: DEVELOPING A MEDIA STRATEGY

• Audience mapping
• SWOT and PESTLE analysis
• Setting SMART objectives and KPIs
• Brand positioning, tone, and promise
• Build successful campaigns
• Message and content development

MODULE 4: PLANNING YOUR MEDIA MIX

• Marketing Communication
• Multi-channel strategy development
• Bringing your call centre/service hub into alignment
• Creating an editorial calendar
• Media buying
• Selecting and using agencies

MODULE  5: MEDIA MEASUREMENT AND ACTION PLANNING

• Executing your media plan.
• Evaluating the results
• Developing a suite of metrics, including free tools
• Action Planning
• Planning models
• Final assignment

TARGET AUDIENCE

This training targets media professionals in companies, as well as private and public organisations. Potential delegates could include e-content officers, communication managers, marketing specialists, social media specialists, and communication strategists.

Media or Marketing Managers and PR executives. Corporate Communications Team.

Delivery Method: Combines lectures, discussions, group exercises, and illustrations

Venue: Open

Duration: 1 week