Course Objectives
The course aims to help participants to:
- understand how the media work.
- cultivate media relationships.
- prepare to effectively engage with the media.
- leverage media to amplify their stories.
Course topics
- Understanding how the media work
- Media relations planning
- Nurturing relationships and working with the media
- Pitching stories to the media
- Engaging media in interviews
Who Should Attend?
This course caters to a diverse audience, offering substantial advantages, especially for:
- Communication Specialists
- Scientists
- Politicians
- Political Party Communicators
- The Clergy
- Marketing/Sales Professionals
- Aspiring communication professionals
- Academics
- Business executives (CEOs, CFOs, COOs etc. [tailored executive trainings can be arranged])
Training Methodology
The training is delivered through presentations led by seasoned facilitators. We promote active learning through group discussions, simulations and collaborative activities.
Organisational Benefit
Organisations whose employees/officials enrol in this course stand to gain the following benefits:
- Enhanced Reputation Management
- Improved relations with and coverage by the media
- Better engaged audiences who understand organisations’ stories better
Personal Benefit
As a participant of this course, you will position yourself for enhanced career growth by:
- learning to strategically leverage media to enhance your reach and impact
- learning to apply key principles in how to package your stories to attract the media’s attention and interest
- developing the confidence to handle media interviews, including answering difficult questions
Certificates
Upon successful completion of this training program, participants will receive a certificate from the Department of Communication Studies, University of Ghana
Topic signposts
- Understanding how the media work
- Evolutions in the media ecosystem and their implications
- Political economy of media
- What makes news?
- What is media relations?
- Media relations planning
- Deciding on the purpose of the media relations activity
- Developing your strategy and budget
- The media relations brief
- Nurturing relationships and working with the media
- Developing media lists
- Building and nurturing media relationships
Supporting the work of media to create opportunities
- Pitching stories to the media
- Writing for the media
- Pitching techniques
- Engaging media in interviews
- Preparing for media interviews
- During the interview
- Staying with your story
- Handling hostile questions/interviewers
NB: The training is available on demand for organisations and groups seeking capacity building for their members.