The first-half of this eight week module will focus on media training the students. Working on the premise that the students need to be media trained themselves, before they are in the position to conduct media training, once employed as communications professionals.
The second-half of the course will focus on giving students the tools to conduct media training, once they are working as professionals in the world of communications and media relations.
Throughout the course students will taught the the latest professional and academic theories pertaining to media training.
WEEK 1 (2 hours)
- Why media training? The benefits and importance of media training, in the current climate.
- Enhancing or defending your reputation (reputation matters)
- Protecting and promoting your brand
- Preparing to give or receive media training
- Engaging in crisis management
- Knowing your media landscape
- How the media works – What do Journalists want?
- Journalists mindset and knowledge (who are you dealing with)
WEEK 2 (2 hours)
- Preparing to engage with the media
- Responding to a media request for an interview – Key Considerations (Why say YES, why say NO)
- Who are you engaging with (TV, radio, online or print)
- Why us why now (promoting your organisation, engaging in a topical debate, defending your organisation or brand)
- What does the journalist want from the interview – What do we want from the interview
- What is the story we want to tell?
- Gathering research on the media outlet and the journalist – Why
- Who within your organisation do you need to work with to prepare for the interview?
- Collecting materials, products, props to support your positions – Why?
Week 3 (2 hours)
- Creating a plausible narrative – Telling your story
- The art of developing key messages (Assessed)
- Starting with conclusions ending with supportive data (reverse logic)
- Focusing on your key audience – utilising supportive data and research
- Providing a foundation – Alighting on your strengths
- The importance of developing proof points
- Building your message house (Assessed)
WEEKS 4 and 5 (Saturday 2.5 hours in the morning, 2.5 hours in the afternoon)
(With video camera support)
The Interview – Making the Pitch
Practice Interviews (Students will engage in practical ‘on-camera’ interviews, first interview in the morning, then following reflection and assessment, a second interview in the afternoon)
(Theory before practice)
- Setting the scene
- Where will the interview take place (negotiating)?
- What time will the interview take place?
- Physical positioning (Sitting or standing)
- Backdrop to interview (company logo/banner, in the office or at home)
- Body Language (posture, relaxing and breathing techniques)