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PR06 09 Nov - 13 Nov Johannesburg $4250 Register

Course Overview

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. Maintaining an ongoing healthy relationship with media is key for organisations to ensure that the objective of projecting a positive brand image of the organisation is fruitfully met. Given the sensitivity and importance of the media in today’s age, media and public relations practitioners should read as many newspapers, journals, magazines, etc. to stay abreast with changing and evolving trends of the industry. To help mobilise public opinion, organisations often maintain a list of media outlets that are or would be interested in their news and that publish or would publish positive news about the organisation. While the role of media relations practitioners and public relations practitioners is not the same, they both work towards sharing information with the public. Public affairs refer to matters that concern the public directly. These matters could be related to legislation, policing, public administration, government relations, media communications, issue management, corporate and social responsibility, information dissemination, strategic communication advice, etc. Media relations specialists are public relations specialists with a broad working knowledge of television, radio, print journalism and skills establishing a controlled and positive image of an organisation in the media. Good media relations help an organisation build itself as an industry leader, shape its reputation, increase brand awareness, measure brand awareness and reputation, drive leads and share news and information.

This Zoe 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 roles of media relations. This, in turn, will increase opportunities and foster career growth and progression. Further, through this course, you will be able to partake and play a significant role in building the reputation of your organisation and controlling its perception in the minds of the public through positive news reviews, helpful information and good relations with media personnel in order to have some control over the type and content of news published. This course will equip you with all necessary skills to progress or choose alternate roles and responsibilities or careers in media relations and public affairs.


Course Objectives

The main objective of this course is to empower professionals with—

  • 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

Training Methodology

Zoe Talent Solutions believes in a unique concept of practical and experiential learning over theoretical training. Thus, the entire training format consists of a healthy mix of theoretical, practical and experiential learning practices. Courses are customised to suit the training audience. The trainer delivers lectures using audio-visual presentations to aid retention. Trainee participation and practical learning is encouraged through role-plays, case study discussions and group activities including debates, assignments, etc. Trainees are encouraged to share related experiences, which are then discussed in-depth by the trainer.

Zoe Talent Solutions courses, including this, follow the unique and successful Do–Review–Learn–Apply Model.


 

Organisation Benefit

With professionals undertaking this course, their organisations will benefit in the following manner:

  • Trained workforce to handle and successfully undertake roles in managing media relations and public affairs
  • More positive and consistent branding activities for the organisation
  • Regular in-house training of employees regarding branding and information flow to the media and public
  • Controlled and high-quality news updates and press releases
  • Good working relationships and healthy rapport with media personnel
  • Established brand reputation and increased awareness
  • Organisational growth and development because of better branding and public relations

Personal Benefit

By undertaking this course, professionals will benefit in the following ways:

  • Increased understanding and knowledge of media relations and public affairs
  • Greater knowledge and confidence to undertake roles related to media relations and public affairs, thus fostering career growth and progression
  • Enhanced skillset and confidence to train other employees on branding and information flow to the public
  • Greater understanding and awareness to check press releases and other such news or information shared to the public
  • Increased understanding and experience to build good working relationships with media personnel to directly or indirectly control the type and quality of news published about the organisation
  • Enhanced skillset, confidence, exposure and experience to control the brand reputation and image of the organisation, thus contributing to organisational growth and development
  • Increased capability and potential to undertake any role related to media relations and public affairs in any organisation
  • Increased awareness and perspective to balance transparency and the reputation of the organisation

Who Should Attend

  • Members of the management of an organisation who need to understand media relations and public affairs in-depth to be able to handle these effectively
  • Investors and other stakeholders interested in investing in an organisation and who need to know the prospect of a business and its image and reputation in the public eye
  • Members of public relations agencies responsible for helping organisations in their branding activities
  • Media relations and public relations practitioners of an organisation who partake in sharing news and information with the media and public
  • Marketing professionals who may be involved in framing or sharing press announcements to be released
  • Any other professional interested in knowing more about media relations and public affairs

Course Outline

The course covers the following topics important to understand media relations and public affairs:

Module 1 – Overview of Media Relations and Public Affairs

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

Module 2 – Types of Media

  • Paid
  • Earned
  • Owned
  • Shared

Module 3 – Elements of Effective Media Relations

  • Planning
  • Media tactics
  • Execution
  • Follow-up

Module 4 – Importance of Media Relations

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

Module 5 – Challenges in Media Relations

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

Module 6 – 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

Module 7 – Areas Involving Public Affairs

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

Module 8 – Challenges in Public Affairs

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

General Notes

  • All our courses can be facilitated as Customized In-House Training course.
  • Course duration is flexible and the contents can be modified to fit any number of days.
  • As for Open Enrolment Courses, we offer our clients the flexibility to choose the location, date, and time and our team of experts who are spread around the globe will assist in facilitating the course.
  • The course fee includes facilitation, training materials, 2 coffee breaks, buffet lunch and a Certificate of successful completion of Training.
  • FREE Consultation and Coaching provided during and after the course.


Course Testimonials

Note
Customized Schedule is available for all courses irrespective of dates on the Calendar. Please get in touch with us for details.
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