What’s it about?
In a world of 24-hour global news coverage, organisations face constant intense pressure to capture the attention of the world’s media. Sharp, accessible and credible messages are vital to engage journalists and persuade millions of readers, listeners and viewers about the importance of your organisation’s work. Sophisticated ideas, plans and issues must be explained in a clear manner. Messages must stand out. Quotes must sparkle. Statistics must tell a “big picture” story. This workshop shows you how to develop and deliver truly engaging and memorable messages for the media. It helps you to adopt the skills journalists have honed over decades to create and deliver outstanding and persuasive messages.
Who should attend?
This workshop will benefit anyone seeking to explain the importance and impact of their activities by offering engaging, media-friendly stories for local, domestic and international news organisations. The focus is on developing and delivering messages to print, TV and radio journalists in a clear and confident way.
Learning outcomes
- Develop incisive, clear and accessible messages to sell a story
- Use keywords to add impact to the story, and quotes to inject personality
- Structure clear arguments using memorable facts and context to bring your story to life
- Explain complex issues in a simple way to broadcast, print and online journalists
- Prepare quickly and effectively for interviews and press conferences with real-life scenarios, while being filmed live on camera
- Anticipate skepticism and learn how to tackle difficult questions beyond “no comment”
- Handle on-camera nerves, tone and posture
Benefits
Participants will benefit from being able to get to the point quickly and engage the media by making their messages – whether written or spoken — relevant and accessible. Organisations will benefit from having staff who can deliver group messages clearly and confidently to a media audience.
Training structure highlights
- What makes the media tick? Understanding deadlines, bylines and the news cycle
- Honing news judgment – recognising what makes for a great story
- Developing clear, credible and engaging messages for print and TV
- Press releases – key elements, common mistakes, pitfalls
- Press conference preparation – media management basics
- Deploying keywords and leads to attract an audience
- Injecting context to give the story immediacy
- Understanding the power of rhetoric, word play and quotes
- Deploying statistics in a compelling way
- Developing the power to anticipate and tackle tough questions
- Responding to crisis
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