|
|
 |
|
|
| 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:
| ° |
|
The integral role media relations plays in
a complete and successful marketing communications plan. |
| ° |
|
The benefits of establishing and
maintaining a dialogue with reporters who follow your company or
industry. |
| ° |
|
How the media function, including the
different demands of print and broadcast reporters, and the special dynamics of
working with the trade press. |
| ° |
|
How to develop and communicate your key
message(s). |
| ° |
|
How to use interviews as a way to obtain
information. |
| ° |
|
What legal and business issues warrant
consideration when you're doing an interview. |
| ° |
|
Some of the potential problems that may
arise during and after an interview, and how to prevent/correct
them. |
| ° |
|
How to conduct an editorial
briefing. |
| ° |
|
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:
| ° |
|
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.) |
| ° |
|
Corporate and agency marcom
professionals. |
| ° |
|
Investor relations
professionals. |
| ° |
|
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:
| ° |
|
Instructors and role players with
extensive journalism and/or corporate marketing experience. |
| ° |
|
Four one-on-one interviews. Each exercise
is videotaped and critiqued in an open forum by the instructor. |
| ° |
|
Opportunity to be interviewed on a topic
of your choice. |
| ° |
|
Practice in conducting an editorial
briefing. |
| For
More Information, please Contact
Us or call 1-800-866-2026 |
|
|
|
|
|
