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| Overview: |
| Learn how to effectively and proactively deal with the media. You address the most common media situations, such as news conferences, media interviews and press releases; as well as explore special or unique circumstances, such as managing a crisis. Practical exercises provide a better understanding of how to effectively plan, prepare for and execute relations with the media. |
| Who Should Attend? |
| Program outreach specialists, public information officers, public affairs specialists and community relations specialists. |
| Objectives: |
| Effectively communicate with the media, the public and international audiencesWork effectively with a wide range of communications channels to achieve agency objectivesEffectively develop messages and program packagesSuccessfully participate in media interviewsCoach others who prepare media programsExplain emerging communications technologiesIdentify and implement strategies and techniques for handling crisis communications |
| Syllabus: |
Syllabus, Graduate School, USDA
Day 1
- UNIT 1: Media Relations Overview
- In this unit, students will:
- Learn the many forms of communication used by public information officers
- Identify the duties and responsibilities of public information offices
- Discuss the importance and ways to build good media relations
- Examine the ways to pitch the media
- Discuss the procedures submitting op-ed pieces
- Learn about ways to get newspaper editorial support
- Learn about written, video and radio news releases
- Discuss web casting and new media technology
- Topic A: Media Relations Overview
- Course Goals, Objectives, Your Expectations
- Forms of Communication by PIOs
- PIO Office Duties and Qualities
- Building Media Relations
- Pitching the Media
- Topic B: Media Releases
- Video and Radio News Releases
- Lean the 28 different types of news releases and which apply to your agency
- Web casting and New Technology
- Op-ed Development
- Editorial Support from Newspapers
- Unit Summary: Basic role of public information offices
- UNIT 2: News Interviews and News Conferences and Events
- In this unit, students will:
- Learn the importance of message development and preparing for interviews
- Discuss effective ways to respond in interviews
- Identify ways to control interviews (bridging, blocking, flagging, de-flagging, pauses)
- Learn generic responses to the 35 most challenging questions
- Learn ways to be effective in various media interview formats
- Learn effective ways to mark up and read manuscripts and teleprompters
- Exam ways to plan for news conferences and event
- Lean the 22 types of news conferences
- Identify ways to handling post event interviews and visual centers
- Identify ways to package a news conference or event.
- Discuss special establishing a Joint Information Center (JIC) during a field crises
- Topic A: News Interviews
- Preparing for Interviews
- Conducting Interviews
- Controlling Interviews
- Adapting to Interview Formats
Day 2
- Topic B: News Conferences
- Preparation and Logistics Planning
- Conducting Events
- Handling Post Event Interviews and Visual Centers
- Special Field Crisis News Conferences
- Unit Summary: Handling News Interviews and Events
- UNIT 3: Crisis Communications
- In this unit, students will:
- Exam communications during public health/safety crises
- Identify what the media and public want
- Identify personnel assignments
- Handling counter terrorism crises
- Exam three case studies and the specific media components
- Exam a case study for a media relations simulation
- Identify ways to work with the media when the news is bad with an internal crisis issue
- Identify several options for responding when the media make a mistake
- Topic A: Field Crisis and Communications
- Overview of a Field Crisis
- PIO components of weapons of mass destruction crisis.
- Crisis Policy and Planning
- Project Going Home: Case Study and National Federation of the Blind: Case Study
- Community-wide Media Relations Simulation: Case Study
- Topic B: Resolving Bad News Situations
- When the News is Bad
- Complaints Against the Agency
- What to Do Immediately
- What to Say to Community Groups
- What to Say to the Media
- Topic C: Correcting Mistakes
- When the Media Makes Mistakes
- When the Agency Makes Mistakes
- Unit Summary: Responding effectively in a crisis
Day 3
- UNIT 4: Media Support of Education Programs
- In this unit, student will:
- Learn components of a public information and education program
- Discuss socio-marketing, earned media and media advocacy principles
- Identify the various media forms available for education programs
- Identify the ways to get public service announcements on the air
- Identify ways to enhance public service time and to buy time
- Learn the components of a media kit (folio)
- Topic A: Media Support of Education Programs
- Components and packaging of a Public Education Program
- Socio-marketing, Earned Media and Media Advocacy Principles
- Media Choices
- Enhancing and Buying Public Service Time
- Media Kits (Folios) at Events and On-line
- Topic B: Self-Assessment and To-Do List
- Unit Summary: Discuss how have we grown in our understanding of Handling the Media.
- UNIT 5: Practice Interviews and Coaching Exercise
- In this unit, the student will:
- Plan for a short interview on a topic
- Discuss the interview with the reporter
- Control the interview
- Effectively handle the challenging questions
- Discuss how well you did
- Discuss what you need to work on
- Understand the principles of coaching
- Topic A: Practice Interview
- Plan for Your Interview
- Discuss with the Reporter
- Control the Interview
- Effectively Handle Challenging Questions
- Topic B: Self critique
- Topic C: Class critique
- Unit summary: Discuss how did you do and what do you need to work on?
- UNIT 6: Media Tour (Optional Evening Session)
- In this unit, the student will:
- Attend a major media outlet
- Discuss pressures to build ratings, competition by media outlet staff
- Discuss how to handle hard news issues
- Discuss how to get your prevention/health/safety messages on the air
- How to handle bad news situations with the media
- How to handle controversial and crisis issues
- Topic A: Attend a Major Media Outlet
- Discuss Pressures to Build Ratings, Competition
- Discuss How to Handle Hard News Issues
- Discuss How to Get Your Prevention/health/Safety Messages on the Air
- How to Handle Bad News Situations with the Media
- How to Handle Controversial and Crisis Issues
- Topic B: Discuss the Tour
- Unit summary: Discuss how the information in the course related to the tour.
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