Working with the media and selling your stories

Media relations is the bedrock of all public relations programmes.

Those new to public relations, those who have made a career switch, or those responsible for managing media relations will all derive benefit from this lively programme that concentrates on developing good working relationships with press and broadcast journalists.

It also focuses firstly on making sure you have a product that the journalist actually wants, and then how to present it as effectively as possible.

It will look at strategies that will help you to increase your success rate when selling-in stories to the media and give you confidence in approaching the story selling process in a more sophisticated and intelligent way, so that the chances of success are increased.

Learning outcomes:
At the end of this workshop you will feel:
• encouraged to establish contacts within the media, and will be able to pick up the phone or send emails with greater confidence. You will be able to write a news release, handle media enquiries effectively and will understand the special needs of broadcast media.
• a greater degree of confidence in constructing effective news stories and in filtering out stories that have little or no news value. You will also approach the selling process in a more sophisticated and intelligent way, so that the chances of success are increased.

Programme facilitator

Anthea Johnston APR, FPRISA
Anthea's experience covers all aspects of strategic public relations and communication management, including strategic planning, project co-ordination, research, writing, media liaison, conference organisation, public speaking and integrated marketing communication. While running her own business in Durban she handled the media for global events such as the World Flower Show (1999) and the World Congress of Family Doctors (2001). She also worked on media liaison at the global AIDS Conference in Durban (2000) and the Barcelona AIDS Conference (2002). Now based in Johannesburg, Anthea freelances as a public relations and communication management consultant. Committed to meaningful skills transfer, she enthusiastically shares her expertise with others, helping them to develop skills and competencies for the challenges of today's working world.

She is a qualified assessor and moderator, registered with the ETDP SETA and the Services SETA, is also a qualified workplace coach and holds the Cambridge Certificate in English Language Teaching for Adults (CELTA).

Please note that presenters are subject to change without prior notice.

Programme
Wednesday 9 and Thursday 10 July 2008

08:30 Registration and refreshments
09:00 Programme starts
10:30 Refreshments
12:45 Lunch
13:30 Programme continues
16:30 Programme ends on both days

Programme content
The two-day programme includes:

• A strategic approach to media relations
• What's it like to be a journalist?
• Understanding and building relationships with journalists
• Writing well for the media
• News stories
• Think in pictures - TV
• Think voices - radio
• Web based media
• The structure of TV news
• The future of media
• Press conference role-play
• Making sure you have a good story
• What the journalist wants from you
• Managing client/internal expectations
• Communicating a good story - writing it!
• Communicating a great story - speaking it!
• Who and when to sell
• Phone and email techniques

This event can be presented in your region provided there are 15-20 paying delegates present to cover the costs of presenter's accommodation, fees and travel as well
as the venue costs.

Rates - Two-day programme (Incl. VAT)

Early bird: Book before 27 June 2008

PRISA registered practitioner R 3, 750.00
PRISA registered practitioner R 4, 300.00
Non-registered practitioner R 4, 500.00
Non-registered practitioner R 5, 000.00

Payments can be made by cheque or direct deposit.

Please contact +27 11 326 1262 for a booking form and payment details.

Venue

Date: 09 July 2008 to 10 July 2008
Location: ProComm House, 108 Bram Fischer Drive,, Ferndale, Randburg
More info: Map available on request

Company name: PRISA
Telephone number: +27 11 326 1262