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(8) EFFECTIVE MEDIA RELATIONS SKILLS

   KUALA LUMPUR    l 24-25 August 2009

Deal Confidently with the Press! 

Use PR to Promote Your Products, Services and Ideas! 

Effective media relations skills can create productive relationships with the press, generate positive news stories, and build your organisation’s reputation. Conversely, poor media relations skills can lead to negative news articles, an untrustworthy reputation among the press, and missed opportunities for positive media coverage.

This two-day course will help you build a detailed media relations plan―and demonstrate the techniques to implement it successfully. You’ll even get a chance to practice your new skills during a mock media interview. You’ll discover that media relations doesn’t have to be difficult, and can actually be fun!

KEY BENEFITS OF ATTENDING

This seminar is for you, if you’d like to:

• Feel comfortable during media interviews.

• Generate positive news stories about your organisation and what it does.

• Be considered a source of credible information by the news media.

• Work cooperatively with the press during crisis situations.

• Use media interviews as an opportunity to communicate key messages.

• Add publicity to your other communication efforts.

• Turn media coverage into customer inquiries and sales leads.

• Develop an organised media relations plan that targets print, broadcast and Web-based media.

• Raise your profile within your organisation as a media spokesperson.

   

SPECIAL BENEFIT TO ALL ATTENDEES!

The Course Leader will provide individual consultation to each participant, at no extra charge. Please also bring copies of your organisation’s news releases or other publicity materials for a helpful critique by the Course Leader and the group.

WHO SHOULD ATTEND

·     Business Owners; Managing Directors/Staff/Board Members of Companies or Charitable/Government/Educational Organizations, needing to communicate with or through the press.

·     Communications Staff responsible for their organisation’s public relations, marketing, advertising or overall communications.

·     Anyone supervising a public relations staff or agency.

·     Anyone looking for new, low-cost ways to get positive exposure for their organisations.

COURSE OUTLINE

Note: This schedule is a guide and may be modified depending on the group dynamics and the needs of the participants.

Day One

Morning Session (9.00-10.30am)

The News Media: How They Work & What They Want

Communication Roles in an Organisation

How to Create a Story That Is Newsworthy

12 Tried-And-True Things That Make News

Coffee Break    (15 minutes)

Morning Session (10.45am-12.30pm)

How to Manage Your Media Relations

·         Objectives

·         Strategy

·         Tactics

·         Evaluation

Reporters Are People, Too

·         Why the media need you

·         Making it easy for them

·         Providing the correct story “angle”

Lunch Break (12.30-1.30pm)

Afternoon Session (1.30-3.00pm)

What It Takes To Be a Spokesperson

Preparing Before the Interview

How Appearance Can Affect Your Message

Tea Break (15 minutes)

Afternoon session (3.15-4.30pm)

What Does & Doesn’t Work On Television

Do’s & Don’ts as an Interview Subject

·         Keeping your message simple

·         Retaining your hard-won credibility

·         Using visual words and colorful language

·         Avoiding jargon

·         Preparing “block answers”

·         “Headlining” your responses

·         Preventing libel

·         Off the record?

Role-playing Exercise: Mock Media Interview

Working with Adversarial Media

Day Two

Morning Session (9.00-10.30am)

Crisis Communications

The Elements of a Good News Release

Why Reporters Love “News Briefs”

Why, When & How to Stage A News Conference

A SEVEN-STEP PLAN FOR A PUBLICITY CAMPAIGN

Step One: Defining Your Goals

·         What is your organisation and its mission?

·         How does it communicate?

·         Whom does it serve or affect?

·         What do you want to accomplish through publicity?

·         What resources do you have?

Coffee Break    (15 minutes)

Morning Session (10.45am-12.30pm)

Step Two: Analysing Your Audience

·         Who are your key audiences?

·         What are their characteristics?

·         Which audience is most important?

Doing Surveys & Research

·         What makes a good survey

·         Free sources of valuable information

Lunch Break (12.30-1.30pm)

Afternoon Session (1.30-3.00pm)

Step Three: Developing Your Message

·         What are the specific messages you need to get across to each audience?

·         What is your “platform” or particular angle or slant?

·         Is it really newsworthy?

Step Four: Assessing Your Resources

·         Should you hire a public relations agency?

Step Five: Selecting the Best Medium Available to Spread Your Message

·         Don’t forget non-traditional media – blogs, Web sites, electronic publications

Media Strategy

·         What kind of coverage will you try to get?

·         How can you combine media to be more effective?

·         How should you time your efforts?

Tea Break (15 minutes)

Afternoon Session (3.15-4.30pm)

Step Six: Implementing Your Campaign Timetable & Budget

Step Seven: Measuring Your Impact

·         Content analysis

·         Return-on-investment

·         Piggy-backing

·         Surveys

·         Direct sales response

·         Image and attitude tracking

In-Depth Evaluation of Your Public Relations Materials by Course Leader

YOUR EXPERT COURSE LEADER

Michael J. Kawleski has nearly 30 years of experience in communications. He is currently a marketing leader at Wisconsin Public Service Corporation, a regional electric and natural gas utility serving 400,000 customers. The department he leads reaches key audiences through publicity, special events, media relations and other communications tactics.

In one 10-year period alone, Mr. Kawleski personally handled more than 2,000 media interviews and inquiries—including USA Today, NBC News, New York Times and Associated Press—as a corporate spokesperson and media consultant. He understands the press, since he was also a radio news broadcaster during his career.

He created and managed the corporate PR program—named “best in the U.S.” by a national marketing association—at a US$25-million international trade association.

Mr. Kawleski also served as an Adjunct Faculty Member at the University of Wisconsin–Madison, where he received his B.Sc. in Journalism with an Advertising Specialization. There, he taught courses in publicity, media relations and business communications. He also regularly contributes to various regional and national business and marketing publications.

JUST SOME OF THE COMPANIES THAT HAVE BENEFITED FROM ATTENDING THIS & OTHER PR COURSES PRESENTED BY MICHAEL KAWLESKI…

Great Eastern Life Assurance l Singapore Airlines l Suruhanjaya Komunikasi & Multimedia Malaysia l Building & Construction Authority l Oriental Bank l Economic Development Board l Gardenia Foods l Asian & Pacific Devt Centre l Guthrie Property Development l John Wiley & Sons Asia l Metertek l Land Transport Authority l Politeknik Sultan Salahuddin Abdul Aziz Shah l Ministry of Defence l SIRIM l Ministry of Health l Resorts World l Ministry of Information and the Arts l National Science & Technology Board l Mayban Finance l NTUC Childcare Co-op l Staffield Country Resort l Primary Production Department l Singapore Television Twelve l Singapore Civil Defence Force l Dewan Bahasa & Pustaka l Singapore Telecommunications l Temasek Polytechnic l Asian Women Resource Centre l ST Aerospace l Telekom Publications l National University of Singapore l TNB Generation l BP Singapore l Inti College Malaysia l ORGA Card Systems l JT International Tobacco l Singapore Cable Vision l Majlis Ugama Islam Singapura l Singapore Sports Council l Housing and Development Board l Republic of Singapore Navy l Maybank l Info-Communications Authority of Singapore l Qualitas Medical Group l Singapore Immigration & Registration l National Parks Board l PSB Corporation l Central Narcotics Bureau l Music Author's Copyright Protection l Singapore Polytechnic l Productivity & Standards Board l Malaysian Agricultural Research & Devt Inst l Academy Of Sciences Malaysia l Abacus International l Health Promotion Board l Integrated Information l Philips Electronics Singapore l Palm Resort Golf and Country Club l Caterpillar Asia l Fisher Scientific l Dewan Bandaraya Kuching Utara l Singapore Land Authority l Kumon Asia & Oceania l Malaysian Timber Council l Bosch Security Systems l Chartered Institute of Management Accountants l Public Bank l Pembangunan Sumber Manusia l Jaring Communications l Ministry of Energy, Communications & Multimedia l Genting Information Knowledge Enterprise l UCB Pharma Asia Pacific l Hong Leong Assurance l Universiti Utara Malaysia l Shell IT International l Universiti Tun Hussien Onn Malaysia l Malaysia Airports Holdings l

COMMENTS FROM PAST ATTENDEES…

Lecturer is very experienced and knowledgeable; has a bubbly personality which helps to engage the participants.

     Sum Foong Yee, Executive PRO,

     Housing & Development Board, Singapore

Simple, fun and yet educating.

     Abdul Samad, Executive Public Affairs,

     Majlis Ugama Islam Singapura

Good use of analogies, illustrations to highlight the facts.

     Jessica Tay, Asst MARCOMS Manager,

     Abacus Intl Pte Ltd, Singapore

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