Media Relations and Press Release Writing Training Course

Module 1: Introduction to Media Relations

·       Understanding the role and importance of media relations in strategic communication

·       The evolving media landscape in Kenya: traditional and digital media

·       Identifying key stakeholders and target audiences

·       Developing a comprehensive media relations strategy

·       Ethical considerations in media relations

·       Practical session: Analyzing the media landscape in Kenya and identifying key media outlets.

Module 2: Building Relationships with the Media

·       Identifying and building relationships with key journalists and media contacts in Kenya

·       Understanding media needs and deadlines

·       Developing a media database and contact management system

·       Effective communication with journalists: phone, email, social media

·       Maintaining positive and long-term relationships with the media

·       Practical session: Developing a media contact list for a specific industry or sector.

Module 3: Writing Effective Press Releases

·       Understanding the purpose and structure of a press release

·       Identifying newsworthy stories and angles

·       Crafting compelling headlines and lead paragraphs

·       Writing clear, concise, and accurate press release copy

·       Using quotes, statistics, and other supporting information

·       Practical session: Writing a press release for a new product launch.

Module 4: Developing Media Kits and Communication Materials

·       Understanding the components of a comprehensive media kit

·       Creating fact sheets, backgrounders, and biographies

·       Developing high-quality photographs and videos

·       Designing visually appealing and informative materials

·       Distributing media kits effectively

·       Practical session: Creating a media kit for a company or organization.

Module 5: Pitching Stories to the Media

·       Identifying the right media outlets and journalists for your story

·       Developing a compelling pitch

·       Crafting effective pitch emails and phone calls

·       Following up with journalists and handling rejections

·       Tailoring pitches to different media outlets

·       Practical session: Role-playing a pitch to a journalist.

Module 6: Preparing for Media Interviews

·       Understanding different types of media interviews (print, radio, television)

·       Preparing key messages and talking points

·       Anticipating tough questions and developing responses

·       Practicing interview techniques and body language

·       Dressing and presenting professionally for media appearances

·       Practical session: Conducting a mock television interview.

Module 7: Crisis Communication and Media Management

·       Understanding the principles of crisis communication

·       Developing a crisis communication plan

·       Identifying potential crisis scenarios and risks

·       Communicating effectively during a crisis

·       Managing media inquiries and handling negative publicity

·       Practical session: Developing a crisis communication plan for a hypothetical situation.

Module 8: Leveraging Social Media for Media Relations

·       Understanding the role of social media in media relations

·       Using social media platforms to reach journalists and media outlets

·       Monitoring social media conversations and trends

·       Engaging with journalists and influencers on social media

·       Using social media to amplify media coverage

·       Practical session: Developing a social media strategy for a media relations campaign.

Module 9: Measuring the Effectiveness of Media Relations

·       Setting media relations objectives and key performance indicators (KPIs)

·       Tracking media coverage and analyzing results

·       Using media monitoring tools and services

·       Evaluating the impact of media relations on organizational goals

·       Reporting on media relations performance to stakeholders

·       Practical session: Analyzing media coverage of a recent event and evaluating its effectiveness.

Module 10: Advanced Media Relations Strategies and Best Practices

·       Developing long-term media relations strategies

·       Building thought leadership and positioning experts

·       Managing media relations for special events and campaigns

·       Integrating media relations with other communication disciplines

·       Staying up-to-date with the latest trends in media relations

·       Practical session: Developing a comprehensive media relations strategy for a company or organization.

Requirements:

·       Participants should be reasonably proficient in English.

·       Applicants must live up to Armstrong Global Institute admission criteria.

Terms and Conditions

1. Discounts: Organizations sponsoring Four Participants will have the 5th attend Free

2. What is catered for by the Course Fees: Fees cater for all requirements for the training – Learning materials, Lunches, Teas, Snacks and Certification. All participants will additionally cater for their travel and accommodation expenses, visa application, insurance, and other personal expenses.

3. Certificate Awarded: Participants are awarded Certificates of Participation at the end of the training.

4. The program content shown here is for guidance purposes only. Our continuous course improvement process may lead to changes in topics and course structure.

5. Approval of Course: Our Programs are NITA Approved. Participating organizations can therefore claim reimbursement on fees paid in accordance with NITA Rules.

Booking for Training

Simply send an email to the Training Officer on training@armstrongglobalinstitute.com and we will send you a registration form. We advise you to book early to avoid missing a seat to this training.

Or call us on +254720272325 / +254725012095 / +254724452588

Payment Options

We provide 3 payment options, choose one for your convenience, and kindly make payments at least 5 days before the Training start date to reserve your seat:

1. Groups of 5 People and Above – Cheque Payments to: Armstrong Global Training & Development Center Limited should be paid in advance, 5 days to the training.

2. Invoice: We can send a bill directly to you or your company.

3. Deposit directly into Bank Account (Account details provided upon request)

Cancellation Policy

1. Payment for all courses includes a registration fee, which is non-refundable, and equals 15% of the total sum of the course fee.

2. Participants may cancel attendance 14 days or more prior to the training commencement date.

3. No refunds will be made 14 days or less before the training commencement date. However, participants who are unable to attend may opt to attend a similar training course at a later date or send a substitute participant provided the participation criteria have been met.

Tailor Made Courses

This training course can also be customized for your institution upon request for a minimum of 5 participants. You can have it conducted at our Training Centre or at a convenient location. For further inquiries, please contact us on Tel: +254720272325 / +254725012095 / +254724452588 or Email training@armstrongglobalinstitute.com

Accommodation and Airport Transfer

Accommodation and Airport Transfer is arranged upon request and at extra cost. For reservations contact the Training Officer on Email: training@armstrongglobalinstitute.com or on Tel: +254720272325 / +254725012095 / +254724452588