TRAINING FOR PUBLIC RELATIONS PRACTITIONERS

Managing The Media In A Crisis

Course Details

​​Full Day workshop
Date: 18 September, 9am-5.30pm
Venue: HDB Hub
Fee: $650 (Group discounts for three or more participants)





Got an enquiry?
Call (65) 8232 9808, or
email info@prtraining.sg

The media landscape today is more challenging. Besides the traditional media, organisations have to understand and work with the digital and social media. The media is an important tool through which organisations could influence public opinion and key stakeholders. Knowing how to engage and work effectively with the traditional, digital and social media is thus a critical skill. One must not only be familiar with the various tools of media engagement but must also understand the media’s agenda and interests especially in a crisis.


Objective

This course aims to provide a good understanding of media management and the practical skills to handle the media effectively.


Course Outline
The course will be a highly interactive programme with lectures, case discussions and roleplays. It will also provide practical skills with hands-on practice sessions.


The course content will include the following topics:


Media Landscape and Role of media
 Introduction to Singapore’s media landscape
 What is news and why do you want to engage the media?
 Traditional and new media landscapes – understanding the different platforms, how they work and how they complement/differ from one another
 What is the media cycle?

Crafting Newsworthy Stories, Quotes and Messages
 Setting your objective and knowing your audience
 Crafting key messages for public communications
 What are the elements of a good story and quote?
 How to spot a newsworthy and relevant story, especially among technical topics?
 How to craft an impactful story, simplify technical topics/jargons for they lay person and weave in your messages while maintaining the story’s newsworthiness?

Preparing for an Interview
 What to look out for in assessing an interview opportunity? – what kind of questions and
research should be done
 How to tailor your messages to the interview and prepare for FAQs?
 How to manage difficult questions? – bridging, reframing etc.

Presentation by a senior journalist/editor
 Media Landscape in Singapore today
 Crafting media pitches which sell

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