COMMUNICATION, PUBLIC RELATIONS AND MEDIA RELATIONS (CPM)
PR is about showcasing success, it is about winning
hearts and minds of key stakeholders and general public. It is about creating emotions and perceptions
and shapes our feelings, thoughts and actions. Successful PR requires,
efficient planning, excellent leadership
and effective positioning. PR’s work begins way before any activity can be
seen. It therefore becomes imperative that as a PR practitioner you familiarize
yourself with industry and business mandate (vision); internal activities and
relationships (board, management, staff, investors); external stakeholders
(Government, lobby groups) and media. This workshop will therefore enlighten
you on such basics.
Essentials of communication
Understanding the communication industry
Roles and responsibility of the communications
Skills foe effective communication
Practical corporate communication skills
Verbal, non verbal communication
Practical communication exercises
The purpose of PR
MODULE THREE: ROLE OF MEDIA
Understanding the world of media and media relations
Types of media (Advantages and disadvantages)
Purpose of different media
How the media industry works
How it is essential for a healthy democracy
How it contributes towards making informed decisions
Roles, functions, skills and competencies of the media
MODULE FOUR: BASICS OF A MEDIA
ü Why develop a media
ü Who is involved in the
development of a media policy
ü What are the contents
of the policy
ü Who is ultimately
accountable for the implementation of the policy
FIVE: UNDERSTANDING NEWS VALUES
Communications Planning & Strategy
ü What makes a story?
ü Who is the audience?
ü Why some stories are featured and others are not
ü How to make your message relevant
ü Identifying key messages relevant to your area of expertise
ü Who has editorial say
MODULE SIX: MEDIA CONTACTS
How to know who to contact for what
How to build up a data base
How to know editors and journalists
How to understand the deadlines
How to use the right language
MODULE SEVEN: BASICS OF PRESS
ü What is a press
release? When is it produced? For who?
ü What results do we hope
to produce from our news release?
ü What audience will my news release speak to?
ü Is there anything unusual or noteworthy about
the release our organization will issue?
ü Structure of press
ü contents of press
ü How to write effective
releases- The Critical Success Factors
ü In a stack of dozens of news releases, is
there something about my news release that would catch the attention of the
ü How will our company distribute the release
(wires, mail, fax, email, etc.)?
MODULE EIGHT: MEDIA AUDIENCE ANALYSIS
ü Who is your main or
primary audience (or audiences)?
ü Are there other potential
audiences as well?
ü What is your purpose in
writing for this audience?
ü What does your audience
know or believe about your topic?
ü What kinds of writing
does your audience expect or accept?
ü How does your audience
expect information to be organized?
ü What tone or attitude
will your audience appreciate?
MODULE NINE: WORKING WITH THE
MEDIA DURING A CRISIS
ü What is a of crisis
ü What are the different
types of crisis
ü External and internal
ü The stages of crisis
ü Identifying the list of
ü Tracking public opinion
ü Avoiding communication
ü Dealing with
Module TEN; Interactive media, TV,
Preparation is the key.
Effective media communication
How to talk carry oneself,
present, talk, seat, stay focused and achieve goals
Television tips and skills
Radio tips and skills.
handling tough situations