Media Relations for Public Affairs Professionals
Media Relations 101

This course is designed to help newer public or government affairs professionals. Our media training explores essential skills to help maximize your message in the Washington media environment. Instruction includes hands-on exercises, an overview of key media players, basic message development, and effective press release and media kit preparation.

Students then put everything together to form a powerful communications plan involving both the Internet and traditional message distribution. You will also gain a core understanding of basic crisis communication planning.

More Information
Agenda	When	Where	Related Training	Policies	Related Resources

 

The leadership competencies for this course include:

• Creativity & Innovation
• External Awareness
• Flexibility
• Written Communication
• Interpersonal Skills
• Strategic Thinking
• Technology Management
• Partnering
• Political Savvy

Bring this course to your site. This course and any combination of its topics are available as custom on-site training for your organization. We can tailor this course for your agency, association, business, or NGO. For more information about how this training can help your members and staff, please contact our client liaison.

This is an elective course for the Certificate in Communication and Advocacy.

Space is limited.

Also see

• Advanced Media Relations Workshop

• Public Affairs and the Internet: Advanced Techniques and Strategies

Course materials include the Training Edition of "Media Relations Handbook for Agencies, Associations, Nonprofits and Congress," by Bradford Fitch "Offers a wealth of practical advice on public relations that will be of benefit to governmental and non-governmental organizations alike." -- Municipal World, July 2004

Course Details

Agenda	Media Relations for Public Affairs Professionals 8:30 am - 4:30 pm (networking lunch at noon)   How the Media Works and How to Work the Media Introduction to who, what, and where the media is The mindset of, and tips for dealing with reporters such as etiquette for email, phone, fax, spam Touch on common reporter "problems" How new technology has changed the media, and how you need to change too What the media can do for you Characteristics of organizations that effectively use the media Make sure you are targeting the right reporter Deadlines and lead time Online technology Getting the media interested in your organization Working effectively with reporters Different approaches for pitching to TV, print, radio reporters   Developing Your Basic Message Tools of the craft and tips to get started Using techniques, such as Message Box, for working out all sides of your message Connecting the message to your organization's strategic mission, values, or goals Who are the people in your organization that can help you or not. Identify who speaks for your organization   How to Develop an Effective Press Release and a Complete Media Kit What should go into a media kit? Writing a press release; examples of good and bad press releases What shouldn't go into a press kit - using the right materials for the right audience Writing regular and email press releases Creating an online media kit - making sure you are effectively using hyperlinks Backgrounders, FAQs   Putting the Pieces Together for a Communications Plan Capturing attention of the media and the public, and working from there Using the web to further your goals Importance of knowing the governmental affairs aspect of your organization The importance of follow-up and tracking to see if you are being effective Basic crisis communications planning; 8 mistakes to avoid in a crisis Five key steps in developing a communications plan   For a printable course description, agenda with dates, and registration form, click here.  PDF This course is also available as a custom program.     Do you need a training course we don't offer or coverage of an additional topic in this course? If you have suggestions for courses or topics you would like to see us offer, please contact us or complete our online suggestion form.
Suggested Prerequisites	None. If you need help deciding which courses you should take based on your work experience or training, please contact us via email or phone: 703-739-3790.
Time and Dates	8:30 am to 4:30 pm T, October 16, 2012
Location	October 16, 2012:  Location in Washington, DC will be announced before course. Other dates:  Location in Washington, DC will be announced before course.  Our courses are held at these Washington, DC, locations.
Course Materials	Course materials include the Training Edition of "Media Relations Handbook for Agencies, Associations, Nonprofits and Congress," by Bradford Fitch.
Certificate of Training and CEUs	A Certificate of Training is available for this course. To get a Certificate of Training, your registration fee must be paid in full, and you must attend the entire course. This is an elective course for the Certificate in Communication and Advocacy. This course is approved for .7 CEUs from George Mason University.
Related Training	Advanced Media Relations Workshop Crisis Communications Training Effective Executive Briefings Preparing and Delivering Congressional Testimony Speechwriting: Preparing Speeches and Oral Presentations Writing for Government and Business: Critical Thinking and Writing Writing To Persuade
Policies	For this course, cancellations and transfers must be submitted in writing to us.  Substitutions must be submitted in writing - include substitute's name, phone and email. Our transfer and cancellation fees are outlined below. Transfer and Cancellation Fee Time Before Course Substitutions Allowed Transfer Fee Cancellation Fee More than 4 weeks No charge None None 2 to 4 weeks No charge 10% of tuition 25% of tuition 3 days to 2 weeks No charge 20% of tuition 50% of tuition 1 to 2 days No charge 30% of tuition 75% of tuition day of program (no refunds to no-shows) No charge No refund No refund No refunds for no shows. We reserve the right to change this fee and time period.  Cancellation, Substitution and Transfer Policy  Weather Policy TCN reserves the right to cancel any course in the event of insufficient registrations. All statements and discussion at all of our courses, workshops and seminars, public and custom, are off the record and not for attribution, unless specified otherwise. The resulting confidentiality ensures a frank and free exchange of views.
FAQs	FAQs about our training including suggested attire.
Register	$495 Payment methods we accept include checks, EFT/ACH, and Intuit Payment Network (IPN).     For a printable course description, agenda with dates, and registration form, click here.  PDF Fax or Mail: Print out and complete the registration form (in Adobe pdf). The completed form should include your method of payment.    Fax the completed form to us at 703-739-1195.    Mail the completed form to us at TheCapitol.Net, Inc., PO Box 25706, Alexandria, VA  22313-5706
Related Resources	Essential Hill and Political Washington Web Sites Lobbying and Advocacy links Media Relations Handbook for Agencies, Associations, Nonprofits and Congress, by Bradford Fitch Politics and Political News Quick DC Links - Washington Essentials Selected Media Web Sites - from the Congressional Deskbook Capitol Learning Audio Courses: Media Training TM
Educational Tracks	Media Training Track Communication and Advocacy Track
Available as custom, on-site training?	Yes.  This program can be tailored for on-site agency, association and corporate training.  Please call 703-739-3790 for information.
Need more information?	Phone: 703-739-3790 Email: registrar -at- TheCapitol.Net Complete our online information request.
Non-Partisan	TheCapitol.Net is a non-partisan firm, and the opinions of its faculty, authors, clients and the owners and operators of its vendors are their own and do not represent those of TheCapitol.Net.

 

 

URLs: www.TheCapitol.Net/PublicPrograms/mediaI.html
 MediaRelations101.com
TCNMR101.com

Next Course
October 16, 2012
8:30 am to 4:30 pm
Location (below)
$495 

   
Approved for .7 CEUs from George Mason University.

All of our courses and workshops include extensive interaction with our faculty, making our courses and workshops both educational and mini-consulting sessions with substantive experts.

Rave Reviews

"An outstanding day of instruction. Useful in every facet of my job."
-- Public Affairs Specialist, USDA

"This opened my eyes to new ways to attracting media attention that I will actively pursue."
-- Program Coordinator, national association

"Great speakers, excellent materials."
-- Media Relations Manager, national association

"Excellent, very practical."

"One of the best seminars I have attended. Enough information to give head start in preparing the agency's strategic plan."

See more testimonials about this course.

Mary Agnes Carey

Willie Blacklow

Sid Davis

Kent Jenkins, Jr.

Sheilah Kast

Steven Keller

Michelle Lehman

Robert McLean

Leonard Steinhorn