Course : Press relations: defining and implementing a strategy
Practical course - 3d
- 21h00 - Ref. COX
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 | Building your media relations strategy |
| Define messages adapted to each medium |
| Writing press releases and press kits |
| Mastering crisis communication |
| Measuring media relations actions |
Intended audience
Anyone wishing to learn or improve their media relations skills. Participants are invited to bring concrete examples of actual or planned press relations.
Prerequisites
No special knowledge required.
Practical details
Hands-on work
Individual reflection exercises, group workshops, case studies, experience sharing and role-playing.
Course schedule
1 Press relations: a lever for external communication
- Define your strategy: objectives, targets, messages.
- Integrate press relations into your overall communications strategy.
Hands-on work
Develop a communication strategy that includes press relations.
2 Managing media relations
- Take an interest in how the media work.
- Understand journalists' expectations.
- Identify your target journalists.
- Establish a relationship of trust with them.
Role-playing
Identify and approach key journalists. Role-playing to improve your effectiveness in dealing with journalists.
3 Determine your tactics and pitch your stories to journalists
- Seize opportunities to promote your organization in the media.
- Work on angles to attract media interest/audiences.
- Prepare your arguments and contact journalists with tailor-made topics.
Hands-on work
Identify angles to publicize a start-up. Pitch a specific subject to a targeted journalist.
4 Work on the form and distribution channels of a news item
- Master the rules for writing press releases and press kits.
- Use social networks to disseminate information.
- Best practices for the online press area.
Hands-on work
Write a full press release, a press kit summary, a post for X.
5 Organizing a press event
- Select the appropriate event format.
- Prepare and lead a press briefing.
- Use digital to amplify the impact of the event.
Hands-on work
Drafting of an invitation and selection of journalists. Organization of follow-ups and digital amplification.
6 Preparing and organizing interviews with spokespersons
- Build a solid sales pitch.
- Develop relevant questions and answers.
- Know the specific rules of written, radio and TV interviews.
Hands-on work
Composition of the ideal briefing kit. Writing a sales pitch and setting up an interview situation.
7 Learn advanced press relations techniques
- Offer "one-to-one" meetings, exclusives and previews.
- Know the rules of the embargo and the "off the record".
- React to false information.
Role-playing
Apply these techniques to fictitious cases proposed by the trainer or by participants themselves.
8 Managing press relations in crisis situations
- Identify the different types of crisis.
- Understand the role of social networks.
- Principles and tools for optimized management in times of crisis.
Exercise
Deciphering a case, deducing best practices. Application of a crisis management guideline.
9 Evaluating and enhancing your press relations
- Select appropriate performance indicators.
- Use analysis tools to measure press coverage.
- Promote positive spin-offs internally and externally.
Group discussion
Discussions and collective reflection.
Customer reviews
4,3 / 5
Customer reviews are based on end-of-course evaluations. The score is calculated from all evaluations within the past year. Only reviews with a textual comment are displayed.
BENJAMIN C.
11/03/26
5 / 5
Formation très concrète, avec beaucoup d’exercices et d’exemples (vidéo, textes, articles...)
CONSTANCE M.
11/03/26
4 / 5
Animateur très pédagogue, beaucoup de temps laisser à l’expression. Tous les sujets et points bloquants me semblent avoir été abordés/levés.
MANON C.
03/11/25
4 / 5
The training content is very interesting and dense. The exchanges between the trainer and the participants are enriching.
Publication date : 06/20/2024
PARTICIPANTS
Anyone wishing to learn or improve their media relations skills. Participants are invited to bring concrete examples of actual or planned press relations.
PREREQUISITES
No special knowledge required.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
Anyone wishing to learn or improve their media relations skills. Participants are invited to bring concrete examples of actual or planned press relations.
PREREQUISITES
No special knowledge required.
TRAINER QUALIFICATIONS
The experts leading the training are specialists in the covered subjects. They have been approved by our instructional teams for both their professional knowledge and their teaching ability, for each course they teach. They have at least five to ten years of experience in their field and hold (or have held) decision-making positions in companies.
ASSESSMENT TERMS
The trainer evaluates each participant’s academic progress throughout the training using multiple choice, scenarios, hands-on work and more.
Participants also complete a placement test before and after the course to measure the skills they’ve developed.
TEACHING AIDS AND TECHNICAL RESOURCES
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
• The main teaching aids and instructional methods used in the training are audiovisual aids, documentation and course material, hands-on application exercises and corrected exercises for practical training courses, case studies and coverage of real cases for training seminars.
• At the end of each course or seminar, ORSYS provides participants with a course evaluation questionnaire that is analysed by our instructional teams.
• A check-in sheet for each half-day of attendance is provided at the end of the training, along with a course completion certificate if the trainee attended the entire session.
TERMS AND DEADLINES
Registration must be completed 24 hours before the start of the training.
ACCESSIBILITY FOR PEOPLE WITH DISABILITIES
Do you need special accessibility accommodations? Contact Mrs. Fosse, Disability Manager, at psh-accueil@orsys.fr to review your request and its feasibility.
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