Public Affairs and Media Relations Course

Media relations can simply be referred to as the relationship between an organisation and journalists and other media professionals. Organisations work with media to pass on information to the public about their mission, policies, practices, etc. in a positive, credible and consistent manner.

In doing so, specific employees of an organisation directly interact with individuals from the media who are responsible for publishing news and information. The ultimate goal of media relations is to maximise positive coverage of an organisation and its activities, without paying for it directly through advertising.

The communication between an organisation and the media could be initiated by either side. While media relations help boost the image and brand of an organisation, there are some challenges—one of these being the lack of control over news published.

This Public Affairs and Media Relations training course will empower you with complete knowledge about media relations and public affairs. By undertaking this course, you will gain the necessary skills and confidence to serve your organisation in the roles of media relations.

COURSE OBJECTIVES

• Complete knowledge and information on media relations and public affairs
• The necessary skill and confidence to successfully undertake roles and responsibilities related to media relations and public affairs
• The required knowledge, perspective, and awareness to filter all news and information that is to be published about the organisation in order to preserve a positive image of the organisation
• Confidence and experience to maintain a good relationship with media personnel to control the type and content of news being published about the organisation
• The required knowledge and understanding to check all content of press releases and the like before they are published to the public
• The overall skill set and capability to undertake senior critical roles in media relations and public affairs, thus contributing to branding and growth and success of the business while also demonstrating potential and fostering career growth and progression
• Adequate experience and exposure to represent the organisation as a spokesperson, keeping in mind and protecting the image and reputation of the organisation
• The awareness and maturity to balance transparency and the image of the organisation by releasing information necessary to the public without jeopardising the reputation of the organisation
• The confidence, experience, and capability to control information and news flow from the organisation through the media to the public, keeping in mind the best interest of the organisation and increasing avenues for lateral and vertical career growth and progression

COURSE OUTLINE

Overview of Media Relations and Public Affairs

• Definition of media relations
• Definition of public affairs
• Difference between media relations and public relations/affairs

Types of Media

• Paid
• Earned
• Owned
• Shared

Elements of Effective Media Relations

• Planning
• Media tactics
• Execution
• Follow-up

Importance of Media Relations

• Become an industry leader
• Build positive reputation
• Increase and measure brand awareness
• Drive qualified leads
• Share news

Challenges in Media Relations

• Decline of traditional media
• Media contacts influx
• Working with unethical reporters
• Faster turn-around-time expected
• Managing client expectations

Reasons for Media Outreach by Organisations

• Launch of new product/service
• Initiation of new factories/offices
• Financial results
• Organisation-sponsored events
• Launch of organisation promotion campaigns
• Recent disasters, strikes or organisational closures
• Awards/accolades for company
• Visits for company dignitaries/celebrities
• Involvement in local/community activities
• Community engagement

Areas Involving Public Affairs

• Government relations
• Media communications
• Issue management
• Corporate and social responsibility
• Information dissemination
• Strategic communication advice

Challenges in Public Affairs

• Challenges of reputation
• Increase in government intervention
• Client reputation
• Grass-root engagement
• Growth of data