|
|
|
|
| Overview: |
Learn how to effectively and proactively deal with the media. Address the most common media situations, including news conferences, media interviews and press releases; and 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: |
| Explain how to effectively communicate with the media, the public and internal audiencesDescribe how to work with a wide range of communication channels to achieve agency objectivesCreate effective messages for a variety of media formatsCoach others who prepare media programsIdentify 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.
|
|
|
