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Course Outline



Media 101

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  • Inside the media
  • Understanding the lay of the land
  • Who’s in bed with who?
  • New media and the role it plays
  • Who is watching, who is reading?

Working with journalists

  • Understanding the hierarchy
  • Where the power really lies
  • Getting your message across
  • What a journalist is looking for
  • The non-negotiables

The lifecycle of a news story

  • What makes news news?
  • Key drivers and decision makers
  • A day in the life of a newsroom
  • A day in the life of a news story

Essential elements of a news story

  • Print
  • Television
  • Broadcast
  • New Media

When to talk & when to shut up

  • Making comment - for and against
  • The dangers of "no comment"
  • Own the issue, drive the debate
  • Big picture context
  • Prepare, prepare, prepare

Getting seen & heard

  • What to say and when to say it
  • Crafting a message and sticking to it
  • How to write for media
  • What to offer and how to package it
  • What NOT to do when pitching a story
  • Key communication tools

The basics of risk minimisation

  • Identifying risk
  • No obligation "free-quotes!"
  • Decision making around risks
  • Implementing your decisions
  • Risk mitigation
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