Media awareness workshop Course outline

							Media awareness workshop
This intensive one-day workshop is a mixture of presentations and plenty of ‘hands on’
practice. The ideal group size is 10 – 14.

The workshop is aimed at elected councillors.

Training outcomes:                                     Understand the legal issues and the role
                                                        of a local authority press office
At the end of the workshop, councillors will:          Understand the difference between news
 Understand what makes the news                        and features
 Know what reporters want                             Have some tips for dealing with broadcast
 Be clear about the differences between                interviews and with difficult news
   local, national and specialist media, and           Be confident to take the initiative when
   between broadcast and print                          seeking publicity
 Have had some practice writing news                  And have discussed planning a media
   releases                                             strategy



Course outline:
                                                      Working with journalists
What is News?                                          Making relationships in the good times
 What journalists want, why news is                   On the phone
  created, and what sells a story                      Giving an interview for radio or television
 The benefits of being pro-active                     Identifying the angle, deadlines, note
 The differences between local and                     taking and preparation
  national media, broadcast and print                  An exercise to explore when things can go
 Legal issues for local authorities                    wrong
 The responsibilities of a press office               Dealing with difficult news

The News Release                                      Other opportunities in print
   Target audience                                    Letters’ pages, staff magazines, features,
   Format, style and structure                         a web-site
   Headlines, first paragraph, quotes
   Deadlines, embargoes, contacts                    Developing a media plan
   Clearing the copy                                  Planning in advance for positive
   Spotting a news story and getting it out            opportunities and banana skins
   Exercises preparing different types of
    news releases from given data




        T: 01273 835072 F: (01273) 831550 E: liza.greaves@publicpr.co.uk W: www.publicpr.co.uk
                       Lapwings High Street Hurstpierpoint West Sussex BN6 9PU
Media awareness 2 …




On site requirements
                                                     Fees and Conditions
The client provides:
 A comfortable meeting room set up                  The basic fee of £800 covers up to twelve
  cabaret style for groups of three, four or         delegates. A maximum of six more may
  five delegates at separate work tables.            attend at a rate of £25 per person. This is
 Writing materials for each delegate.               exclusive of VAT.
 One flip chart, stand and pens.                    Travelling expenses and where necessary
 Lap-top computer capable of running                overnight accommodation and subsistence
  PowerPoint, relevant projector and screen.         costs will be added to the bill.
 Morning and afternoon refreshments
 The number of delegates expected,                  After a booking has been confirmed,
  provided at least a week in advance.               cancellation charges apply as follows:
                                                      More than two calendar months in
Public PR provides:                                     advance: no charge.
 All course materials                                Between one and two calendar months:
 Evaluation forms                                      30% of the basic fee
 A post hoc evaluation summary                       Less than one calendar month: 60% of the
                                                        basic fee




                                      Tailored Training
                               Public PR can work with you to build
                                relevant communications training
                                  courses for your organisation.
                                 Contact us for more information.




      T: 01273 835072 F: (01273) 831550 E: liza.greaves@publicpr.co.uk W: www.publicpr.co.uk
                     Lapwings High Street Hurstpierpoint West Sussex BN6 9PU