Media Relations: Towards Better Press Coverage

Overview

Organisations recognise the power of the media in affecting their business objectives and reputation to all its stakeholders. To protect and strengthen one’s position and credibility in the industry, it is necessary for members of management to be equipped with the knowledge and skills to effectively work with the media and build effective long-lasting relationships with journalists and editors.

By the end of this course, you will be able to:

Know and understand the Malaysian media landscape.
Understand the impact of media coverage on the organisation’s image and operations.
Build relationships and communicate effectively with media professionals.
Prepare effective talking points and manage media interviews and enquiries.
Conduct successful press briefings.
Write clear and effective press releases.
Protect confidential information effectively.
Pitch stories to enhance long-term credibility for the organisation

This course is for you if

PR Personnel
Senior Management
Media Response Personnel

What you will learn

Strategic Media Engagement

Impact of Media Coverage on an Organisation’s Image and Operations
The Malaysian Media Landscape: Engaging with Different Media
Working with Journalists to Shape Coverage
News Judgement: What Makes News
Generating Creative News Angles and Press Releases
Pitching News: Selling-in Stories to Journalists

Press Conference Management

When and How to Use Press Conferences
Press Conference Planning: Venues, Resources, Materials and Spokespeople
Coaching Spokespeople: Performing Effectively in Media Interviews
Press Conference Execution: Making it Happen
Press Conference Facilitation: Role of PR in Hosting, Stage-Managing and Troubleshooting