Despite the changing media landscape, mainstream news continues to be a key influencer across the public and political landscape. But dealings with the media often end in frustration and missed opportunities, with press releases ending up in the bin moments after they reach the newsroom.
There are good reasons why the coverage your organisation receives bears little or no resemblance to what you were hoping for. It might seem baffling to media advisers and PRs, who often feel they are hurling their pitches at the castle walls. But you can learn how to navigate the media – when you know how the other side works and thinks.
This course is for you if...
- You work in a communications role that deals with the media
- You are unsure about how and when to approach the media
- You want to change the media-communications policy or culture within your organisation
- You want to understand how the media perceives your organisation and the issues you deal with
- You want tips on how to get what you want from the media
Course description
This full-day course explains the day-to-day running of commercial media organisations and the variables in play. You will learn how to present issues and stories to media professionals, and take part in hands-on exercises that will deepen your understanding of how the media works.
Topics covered on the day include:
- Developing strong media relationships
- Overview on how the news media thinks and work
- How to identify what media outlets want and don’t want
- The changing media, including old attitudes that continue to cause problems
- Understanding some inconvenient truths about dealing with the media
- Feedback /discussion on your unsuccessful media approach example: why it didn’t work and what you could have done differently
- How to follow the progress of a story and press release, from start to finish
PLEASE NOTE: All levels of experience are welcome. Please bring a laptop, iPad or tablet to use in class. Participants are encouraged to submit an unsuccessful media release or PR challenge (story pitch idea) ahead of the seminar, to be discussed as a case study, or for individual feedback as time permits. Participants should also bring a hard copy of the day’s Age and Herald Sun newspapers to class.
Tutor profile
Caroline Barker is a former Herald Sun production editor and world news editor who has been involved in presenting major issues and events to readers, including the September 11 terror attacks, the Black Saturday bushfires, federal and state elections, and day-to-day stories affecting all Victorians. Caroline now freelances in corporate communications and public affairs.
Book now
Details
MELBOURNE
Date: Friday 6 March 2015
Times: 10:00am – 5:00pm
Location: (ACMI) Australian Centre for the Moving Image (Boardroom)
Federation Square, Flinders St, Melbourne VIC 300
Price: $279 (includes GST, booking fee, lunch and refreshments)
Event capacity: 16
Dress code: There is no dress code for Masterclasses. Please wear whatever you feel comfortable in
To contact us, click here. Terms and conditions can be found here.
Returns policy
Tickets may be refunded if you contact us at least 7 days before the course start date. Please see our terms and conditions for more information on our refund policy.
