Strategic Media Relations

Session 1 (8:30am – 10:00am)

• Media Roles and Social Influences Media play a crucial role in informing, persuading and changing public opinions within a society. In this subject, media roles and influences on society are presented. The objective of the subject is to make new entrant PR practitioners understand how media work and who and what they influence. After the lesson, they will be able to make use of media to achieve their PR campaigns.

• Types of Media and Media Usages and Statistics Media have been changing faces throughout the history. Long time ago, the Westerners first printed newspapers. Last decade, it was common to see many types of media print and broadcast media. But in recent years, online and social media has grown fast and changed the way people consume the media. In this subject, media consumption statistics and different specialties and reaches of media types are presented, allowing PR and media relations practitioners to reach their target audiences well.

Session 2 (10:30am – 12:00pm)

• The Changing Landscape: Traditional Media vs. Social Media Public relation managers must understand traditional vs. social media and understand how the changing landscape of how people consume the media today, especially after Covid-19, in order to make your media strategies effective as the media organizations themselves have also worked hard to keep their pace with this trend.

• Media Relations Adaptation to the Fast Social Media Growth After understanding the fast-changing landscape of the media, PR and media relations managers will adapt their strategies and design PR and media plans for their organizations based on those lessons learnt, especially defining strategies to go well with traditional media and the fast shift to social media.

Session 3 (1:30pm – 3:00pm)

• Media Relationships & Contacts No PR practitioners could achieve their PR plans without good relationships with the media. It’s one of the priority tasks to build relationships with the media – with the right persons in the media. Search and build a list of all media contacts and pitch them your company stories for earned coverage. But how does this work?

• Making Media Pitches If you’re pitching for a broadcast TV channel, it might not work elsewhere or with the print media. Here, you’ll learn how to pitch your company stories for different types of media.

Session 4 (3:30pm – 5:00pm)

• Organizing Public and Media Events Event is one of the strategies to get your company’s stories covered in the media. However, if your event doesn’t have a pitch for the media, then it’ll be a waste if you plan it for the media. Here, you’ll learn how to organize an event that attracts the media.

Session 5 (8:30am – 10:00am)

• Media Kits and Basic Media Writing Media kits are crucially important for news reporters. Get your company’s stories or annual reports, just to name a few, printed on a newsletter or news release, or blast on social media platforms, is a good way to make news reporters become interested and copy-write one of your stories for their newspapers. But what and how to produce these kits?

Session 6 (10:30am – 12:00pm)

• Media Coverage Monitoring It’s a duty of PR practitioners to keep an eye on newspapers, magazines, TV or radio programs in order to evaluate whether their PR programs are effective or not. Here, practical guidelines of effectively monitoring media coverage are presented.

Session 7 (1:30pm – 3:00pm)

• Communications in Time of Crisis Sometimes, a company may face a crisis and this can result in a scandal, bad reputation or loss of public confidence if it is not well-handled. A good PR practitioner can shift the opinion of the media towards his company from negative to positive. Here, you’ll learn how to handle the media in time of crisis and bring your company to the good side of the public.

Session 8 (3:30pm – 5:00pm)

• Media Relations Planning It’s an integral part of your PR campaign to plan your media relations before implementing it. That is, you’ll need a step-by-step guide to lay out your plan. You’ll have to set up goal, point out your target audience, estimate your budget and impacts, and so forth.