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| Effective
Media Communications for Marketing Professionals |
Establishing a dialogue with the trade press and other business
reporters who follow your company or industry is an investment - one that can
deliver results at lower cost and with greater credibility than advertising and
other forms of sales promotion. Savvy marketing professionals recognize this
and view media relations as an integral part of a complete and successful
marketing communications plan. Although interviews with business reporters are
rarely confrontational or unpleasant, they can be challenging - even difficult.
Business reporters can and do ask tough questions, which, if handled
incorrectly, can have a damaging effect on an organization.
Benefits
of Attendance
This workshop is designed for
those who have attended our flagship Effective Media Communications workshop or
have had some other media training. It assumes a basic knowledge of how to deal
with the media. If it has been 12 months or more since you have been media
trained, or if you have had little or no interaction with the media since your
training, you are an ideal candidate to attend this workshop.
In this
small-group (maximum five persons), one-day session you will
learn:
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The integral role media relations plays in a complete and successful
marketing communications plan. |
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The benefits of establishing and maintaining a dialogue with
reporters who follow your company or industry. |
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How the media function, including the different demands of print and
broadcast reporters, and the special dynamics of working with the trade
press. |
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How to develop and communicate your key message(s). |
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How to use interviews as a way to obtain information. |
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What legal and business issues warrant consideration when you're
doing an interview. |
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Some of the potential problems that may arise during and after an
interview, and how to prevent/correct them. |
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How to conduct an editorial briefing. |
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How to gain the confidence and competence needed to have a
successful encounter with the media. |
Who Should Attend
This workshop draws
middle- to senior-level attendees from a variety of organizations, including:
consumer product companies and industrial corporations (both public and
private, large and small), advertising and public relations agencies, trade
associations and other not-for-profit groups, government bodies and education.
The workshop generally attracts:
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Those with marketing responsibilities: managers, directors and VPs
involved in an organization's marketing and sales efforts. (The Workshop is
equally valuable for experienced professionals and those who will likely have
increasingly greater marketing responsibilities.) |
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Corporate and agency marcom professionals. |
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Investor relations professionals. |
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Anyone who may be asked to speak with the media in order to promote
the company - its products, services or industry. |
Practical Learning
This is a skills
development workshop, not a lecture on concepts. As our firm's name suggests,
the training we provide is experiential. We use simulated environments,
including tough, experienced journalists. Some features of the workshop
are:
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Instructors and role players with extensive journalism and/or
corporate marketing experience. |
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Four one-on-one interviews. Each exercise is videotaped and
critiqued in an open forum by the instructor. |
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Opportunity to be interviewed on a topic of your choice. |
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Practice in conducting an editorial briefing. |
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