Media Training and Fundamentals of PR


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Overview

Because the media spotlight can be both positive and negative, professional media training is designed to help you make the most of your publicity opportunities while minimising the potential for damage to your reputation.

By understanding what the media want, you can greatly enhance the likelihood of a successful outcome, particularly when a difficult issue arises.

Using an interactive training model with video playback and self-critique, you will see real improvements in your interview skills, your overall presentation skills and how you express your key messages. Participants rate this learning process very highly

The Media Training and Issues Management Short Course also covers the basics of public relations, such as how to position your company through positive interactions with the media, building your profile without advertising, when to write a media release and how to structure it to optimise media interest.

Topics Covered

  • Trends and basics of dealing with the New Zealand media
  • How the news media operates – print, radio & TV
  • What to do when a journalist calls
  • Interview techniques
  • Home truths about journalists and how to gain their respect
  • What is ‘news’ – defining your hook/angle and adding ‘sparkle’
  • Key messages, bottom lines and over-riding objectives
  • Elevator interview –getting your message across in 30 seconds
  • Managing difficult interviews – the principles of control, preparation, content & risk
  • What to do when you are in the wrong
  • PR disasters and why the media love them
  • Public relations strategies & how to use them
  • Writing media releases
  • Presentation skills – body language & voice control
  • Handling nerves & other tips on presenting with confidence

Using video camera, microphone and lights, participants learn the different techniques in managing a range of interview situations for print, radio and TV. The course also freshens up presentation skills, from body language, how to stand - to voice projection

Who should attend

This Short Course is suitable for anyone who feels they could develop better skills when managing the media or to prepare for a spokesperson role. If you are anxious about talking to the media or simply making presentations, and want to make sure you are better prepared next time, this is the course for you.

If you want to learn how to interact with the media, maximising your company profile, this course will teach you skills to pin point what is newsworthy in your organisation and how to use this to your best advantage

Outcomes

After completing this Short Course you will know how to:

  • Use the media to your advantage
  • Respond confidently to a journalist’s approach
  • Communicate your organisation’s key messages succinctly
  • Manage issues so they don’t become crises
  • Understand when and how to use Public Relations strategies to manage your reputation

Previous participants have been surprised at how the media management skills they have gained bring benefits in other areas, such as business strategy development, presentations and communications with stakeholders in general.

What Participants Say

"It enlightened me about taking a difficult question and turning it into an answer that moves the situation on. It’s given our company more confidence in terms of how we would handle that. More importantly, media responses should be an integral part of any company’s business model. Since the training, we have made it a policy to prepare a media response sheet, which includes answers to the ‘killer questions’, for all of our projects."

Jim Speedy - Chief Executive @ Covington Group

"I found the course informative and helpful from a media point of view. I thought the teacher was good – to the point and relevant. It has made me more confident to deal with this type of situation in the workplace and to offer advice and guide senior management as they are the ones that would actually be doing the interviews. I feel more confident if I was to be put in a position in front of the camera and would know what to do/say in such a situation. "

Karina Rowling - PR Co-ordinator @ Flight Centre

"I thought the course was very insightful and appropriate for me in my current role. The presenter Susan was great and full of knowledge. I learnt a few tips and tricks and it certainly gave me a lot more confidence to do my job! I look forward to creating new "Media & PR" policies based on what I have learnt on the course."

Tana-Lee Henare - HR & Investor Relations Manager @ Pacific Edge Limited

Cancellation
Subject to unforeseen circumstances such as student demand and/or resource availability, The University reserves the right to cancel, or change the content, timing or method of presentation of any course.

All notification of withdrawals, transfers, and substitutions must be sent in writing via email to The University of Auckland Business School Executive Development Team at shortcourses@auckland.ac.nz. Full refunds can be obtained up to 30 days before the program start date. Due to the costs incurred for program preparation and administration, any cancellations or requests for transfers or deferrals received 14 days or less from the program start are subject to penalty fees as described below.

If you do not attend the course and have not advised us in writing or by email before the start date the full fee will apply.

Transfers: Transfer requests must indicate the new dates and/or new program the participant wishes to attend.  If the transfer request is made at more than 7 days from the original course dates - a service fee of $300 is applied, but the 50% cancellation fee is waived. A transfer request made with more than 14 days' notice can be made with no penalty. Transfers are valid only within one year of the original program start date. Your current cancellation policy is intact until you have attended your Short Course or the original penalty will be imposed.

All participant substitutions are subject to the sole discretion of The University of Auckland Business School Executive Development team.  Requests must be submitted in advance and will be reviewed on an individual basis, based on participant qualifications and lead time needed for any program pre-work.

Full enrolment is non refundable under these conditions:

  1. The registrant or substitute does not enrol in another program within one year of the original start date, and/or
  2. The registrant or substitute defers or transfers more than two times.

* The University of Auckland Business School Executive Development team is not responsible for travel or related costs under any circumstances. Participants may want to consider purchasing trip cancellation insurance in the unlikely event that a program is cancelled or they cannot attend for personal or professional reasons.

** For any program with more than two iterations in an enrolment year, tuition is non-refundable after 2nd transfer.

Course Size
Numbers are limited, and enrolment is on a first-come-first-served basis.

Privacy
To keep you informed we will hold your name and address on file. Please advise us if you do not wish to receive further information.

Institute of Chartered Accountants
Chartered Accountants may care to consider this course for inclusion within their professional development programme for the year.

Sales and Marketing Institute of New Zealand
The University of Auckland Short Courses are an accredited education supplier for the Sales and Marketing Institute of New Zealand.

NZ Computer Society
The University of Auckland Short Courses that are IT related may count towards the professional development requirements of the NZ Computer Society.

Choose a Short Course from The University of Auckland Business School
The University of Auckland offers a range of high-quality leading edge Short Courses tailor made for business practitioners.

Each course is presented by an expert in the field - either a member of the staff of The University of Auckland, a visiting guest lecturer from overseas, or a local practitioner with specific expertise.

These are short, sharp, punchy courses that bring practitioners up to speed with a specific topic, act as a refresher course, and provide valuable networking opportunities.

Need a Short Course Calendar?
Email us at shortcourses@auckland.ac.nz or call 0800 800 875.


ENROLMENT FORM - Media Training and Fundamentals of PR

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