One of the most powerful effects on your Brand can be media attention - good or bad, its impact can outstrip anything your planned marketing communications might achieve. Skills acqusition and planning is therefore key if you are to stand a chance of maximising the positive and minimising the negative.
Media Skills Training
Introduction
"
But Mr Smith! And I have the fax right here, Mr. Smith, we learned late this
afternoon, Mr. Smith, that as far back as April 1989, an owner of your Mark III
De-Luxe garage Door Opener complained that every time he used it, every garage
door in Remuera obediently opened and every TV set immediately changed to the
racing channel.
Is
that not right Mr. Smith?
What
do you have to say to that, Mr. Smith?
I
must hurry you Mr. Smith, we're going to a commercial break"
Whether we like it or not, the
scrutiny under which the Media is, increasingly, placing business and
organisational life, places great pressure on your people and yourself to “say
the right thing”
But that doesn’t happen by
accident. Those whom we watch, listen to or read about and admire the job they
are doing for their organisation have achieved that through hard work, training
and planning.
This Workshop is now the
country’s leading Media Skills Workshop. The teaching and practical experience
of renowned journalists and broadcasters, together with Media Communications
specialist, Brian H Meredith, are available to help you transform your Media Communications.
Who is the workshop
designed for?
This Workshop is designed for all
managers and staff who are likely to have responsibility, of any kind, for the
management and/or implementation of any element or component of Media
Communications in your organisation.
The days of Organisations
fronting only the CEO in the event of any need for Media Communications are long
gone. Most organisations now understand that for Media Communications to be truly effective, a range of personnel
need to be trained, equipped and empowered to manage Media Communications as
and when required.
One key benefit of this strategy
is the avoidance of the damning “Not
available for comment” (which, by the way, means “Guilty As Charged”!) sign
off at the end of a critical story about your organisation.
What is the
workshop’s objective?
The overall Objective of the
Workshop is to provide Participants with a clear understanding of the dynamics
of effective Media Communications in both proactive and reactive modes. This is
a specialist Media Workshop and is
not a PR Workshop.
Additionally, the Workshop is
designed to equip Participants with the skills and tools necessary to minimise
the potentially negative outcomes of Media Communications and ensure, wherever
possible, entirely positive outcomes.
The highly tailored nature of
this Workshop ensures that the outcomes are specifically designed to meet the
needs of the particular organisation undergoing training.
The Workshop works with
real issues involving your own Organisation - role
plays form no part of the Workshop’s content.
What will the outcomes of the workshop be?
At the conclusion of this
Workshop, Participants will be equipped with:
· A complete
understanding of, and acknowledgment of the need for, planned and effective
Media Communications in all forms.
· An
appreciation of the effects of not
having a Media Communications Strategy and Plan supported by a number of key
Personnel equipped to implement it.
· A clear set
of guidelines and tools to enable them to set about the development, or
refinement, of their organisation’s Media Communications Plan
· A working
knowledge of the role and conduct of the Media in a variety of business and
organisational areas and situations.
· A practised
knowledge of Media Communications techniques.
· A rigorously
practised knowledge and experience of Media Interview techniques in a variety
of television, radio and print situations.
· An
appreciation of who the target
audiences are, in the event of a Media encounter, together with planning tools
and techniques to address those target audiences.
What are the main
headings of the workshop content?
Subject to the customising needs
of the Client organisation, the primary topics included in the Workshop will
be:
· Journalism -
Definition and Role
· Analysis Of
New Zealand’s Media Environment
· How Is News
Made?
· How Does The
Media Operate?
· The 10 Most
Common (And Damaging)Media Communications Errors
· The Media
& Your Brand
· The
Developing Nature and Impact of Social Media
· Crisis
Communications - Overview
· Issues - How
To Identify Them
· Key Messages
- What You Must, Should, Could, Say
· The Media
Perspective and Behaviour
· The Internal
Perspective and Behaviour
· The Community
Perspective and Behaviour
· Confidentiality
versus Communications
· Facing The
Media - Practical and Hands On Broadcast Interview Situations (Tools,
Techniques and Practice)
Where are the
workshops held?
Workshops are held in venues of
the Client’s choice with input from The Marketing Bureau Ltd.
How long does the
workshop last?
The Workshop lasts for a full
day, starting at 0830hrs and ending at 1800hrs.
Can we book this
workshop with confidence?
You certainly can.
The Marketing Bureau Ltd., offers
its Clients an unconditional guarantee on all its Training Programmes.
If, for any reason, any
Participant on a Programme is less than 100% satisfied with its outcomes for
them, we will refund that Participant’s Course Fees immediately and without
question.
And that’s a PROMISE!
What is the maximum number of participants we can put
through a workshop?
Each Workshop can accommodate a
maximum of 5 Participants.
How much does a
workshop cost?
Workshops costs are available on
request and are based on the specific identified needs of each Client
organisation.
Costs quoted will include two Tutors, Television ENG Crew and Equipment, Pre Course Materials, Pre-Course Research Phase, DVD Copies Of All Interviews for each Participant and Written Post Course Report and Appraisal for each Participant.
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