MEDIA RELATIONS 101

MODULE 1 ● What is NEWS?
Key Topics:
What Makes NEWS?
What are the elements involved in TV/Print news?
What makes a good story/news?
How journalists hunt for stories?

MODULE 2 ● Media Relations & You
Key Topics:
How important is Media Relations for Your Organization?
Six Core Media Relations Strategies
Five Steps to a better Media Relations
Five Golden Rules on how to win medias’ attention

MODULE 3 ● Preparing Attention Grabbing Press Releases & Media Invites
Key Topics:
What makes Press Releases NEWSWORTHY?
Frequently Made Mistakes
How to write Press Releases & Media Invites that guarantees media coverage?

MODULE 4 ● The Art of Pitching
Key Topics:
Phone Pitch (20 Seconds Pitch)
Email Pitch
Face to Face Pitch

MODULE 5 ● Media Interviews & Press Conference
Key Topics:
Location Interview
Studio Interview (Basics, Appearance, Fatal Mistakes)
Press Conference (Basics, Contingency, FAQ)

MODULE 6 ● Introduction to MediaRelations 2.0
Key Topics:
Media Relations & The New Media (Facebook &Twitter Checklist)
Media Relations & Blogs
Media Relations & YouTube

WHO?

Junior Executives in Public Relations, Corporate Communications, Marketing or any relevant position
Fresh Graduates
Senior and Managerial Executives or those with experience in PR are recommended to attend Advanced Media Relations

PRESS RELEASE & MEDIA INVITATION WRITING

MODULE 1 ● What is NEWS?
Key Topics:
What Makes NEWS?
What are the elements involved in TV/Print news?
What makes a good story/news?
How journalists hunt for stories?

MODULE 2 ● Preparing Attention Grabbing Press Releases
Key Topics:
What makes Press Releases NEWSWORTHY?
12 Reasons to send a Press Release
Frequently Made Mistakes
Good and Bad Press Release Samples
Ten Commandments of writing a good Press Release

MODULE 3 ● Writing Media Invites that Guarantees Coverage
Key Topics:
The key to media coverage: A good media invite
Learn to ‘fish’
Frequently Made Mistakes
Ten Commandments of writing a good media invite

MODULE 4 ● How to Get Coverage without Media?
Key Topics:
How to Stop Depending on Media Attendance?
How to use free online press release wires to increase visibility?

WHO?

Junior Executives, Senior and Managerial Executives in Public Relations, Corporate Communications, Marketing or any relevant position
Fresh Graduates
Anyone who is interested to write good press releases and media invites

CRISIS COMMUNICATIONS

MODULE 1 ● What is CRISIS COMMUNICATIONS?
Key Topics:
Definition and differentiation between crisis communication and risk management
Types of corporate crises
Crisis Detection

MODULE 2 ● Learning from Others (Crisis Communications Case Studies)
Key Topics:
Major corporate crises in Malaysia and around the world
The Effective and Not So Effective Strategies
Common Mistakes
Learning from the Past
Case Study (Domino’s, Enron, Alliance Bank, High Five, SK II, Dell)

MODULE 3 ● Developing a Powerful Crisis Communications Plan (CCP)
Key Topics:
4 Step Process (Plan, Detect, Execute, Evaluate)
Selecting a Crisis Comm Team and Spokesperson
Developing Key Messages

MODULE 4 ● Media and Crisis Communication
Key Topics:
Know what the media wants during a crisis
Press conference and media interviews do’s and don’ts
Preparing press statements
Winning the media

MODULE 5 ● Crisis Communication 2.0
Key Topics:
How to effectively use SEO, Facebook, YouTube, Twitter and blogs for crisis communication
10 Step New Media optimization tool for Crisis Communication

WHO?

Junior Executives, Senior and Managerial Executives in Public Relations, Corporate Communications, Marketing or any relevant position
Anyone who is interested to prepare a good crisis communications plan

ADVANCED MEDIA RELATIONS

MODULE 1 ● What is NEWS?
Key Topics:
What Makes NEWS?
What are the elements involved in TV/Print news?
What makes a good story/news?
How journalists hunt for stories?

MODULE 2 ● Press Release, Press Statements and Media Invites
Key Topics:
What makes Press Releases NEWSWORTHY?
12 ‘New’ Reasons to send a Press Release
When and How You Should Write Press Statements?
How to write Media Invites that guarantees media coverage?

MODULE 3 ●Pitching for Exclusive Media Interviews
Key Topics:
Make the media want your spokesperson
How to get the best media placements( developing news angles)
Common mistakes in a Phone, Email and Face to Face Pitch

MODULE 4 ● Media Interviews & Press Conference
Key Topics:
Location Interview
Studio Interview (Appearance, Fatal Mistakes, FAQ)
Press Conference (Contingency, FAQ)

MODULE 5 ●Best Practices Roundtable Discussion (Moderated)
Two-way discussion with journalists & editors on best media practices

WHO?

PRESS CONFERENCE & EVENT MANAGEMENT

MODULE 1 ● Developing Event Themes and Content
Key Topics:
Key Planning Elements (Aims & Objectives, Types of events (launches, press conference, press luncheons)
Stakeholders &Target audiences
Budgets
Personnel
Event format

MODULE 2 ● Press Conference 101
Key Topics:
Do I really need to have a Press Conference: APE Strategy
3 Step Process (Pre, Event, Post)
Handling the Media and Role of PR
Common Mistakes and Contingency

MODULE 3 ● Managing Events
Key Topics:
Why being organized is important?
Common event elements (Suppliers, Photography & Videography, Food & Beverage, Transportation, Approvals, Escorts & Guides, Décor, Equipment Checklist, Administrative Checklist)

MODULE 4 ● Marketing & Media
Key Topics:
Marketing an event (Internally & Externally)
Media (Media Invitation, Press Kit checklist)
Invitation & Ticket Sales
Contingency Plan

MODULE 5 ● Event Evaluation Metrics
Key Topics:
Inputs, Outputs and Impact (Designing simple feedback form)
Post Event Communication (Thank you’s)
Outcomes report
Best Practices Roundtable Discussion

WHO?

Anyone who is interested in organizing a successful press conference and event.

SOCIAL MEDIA 2.0 & PR

MODULE 1 ● Starting out a Social Media Strategy for PR
Key Topics:
Why do I want to participate?
Types of social media tools for PR
Observe, Listen, Read
Social media strategy checklist
Terminology

MODULE 2 ●Social Media Strategies Case Studies
Key Topics:
The Good (Zappos, Coke, Virgin)
The Bad

MODULE 3 ● PR and Facebook
Key Topics:
Facebook Checklist
Developing Facebook PR Campaign & Measuring your success
Connecting with the media with Facebook

MODULE 4 ● PR , Blogs & Twitter
Key Topics:
Making blogs and Twitter part of your PR Campaign
Examples of popular blogs
Blogging Strategies
Connecting with bloggers
Twitter 101

MODULE 5 ● PR & Online News Room
Key Topics:
Creating a Powerful Online Media Room
Online News Room and Crisis Communication

MODULE 6 ● Measuring The Success of an Online PR Campaign
Key topics:
Measurement metrics (ROI, ROE, ROP)
Role of Community Relations Manager

WHO?

CEOs, Senior/Junior , Managerial Executives in Public Relations, Corporate Communications, Marketing or any relevant position
Participants are required to bring their own laptops for this workshop

CEO/TOP MANAGEMENT MEDIA TRAINING

A highly interactive and personalized media training for spokespersons.
This two-day workshop includes mock interviews with studio environment to give participants a feel of the actual interview setting. Participants can expect to learn the tactics and strategies to maximize the impact of media interviews. Due to the complexity of this workshop, we are limiting it to only 10 participants per session.

Session 1 ●
Preparation: RPP Technique—Messages, Key Talking Points,Anticipated Questions

Session 2 ●
During Interview: Handling Difficult Questions, Staying Calm Under Pressure, Do’s & Don’ts

Session 3 ●
Appearance and Body Language

Session 4 ●
Fatal Mistakes
Working with the media not against the media

WHO?

CEOs, Board of Directors, Spokespersons for an organization.