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Director Development, Sales & Marketing

Media Training for Senior Management

Course details

CPD Points





Full day (09:00-17:00)

Course Overview

This training will prepare Senior Management to consider the issues their organisation may face and the steps to take to put a plan in place for dealing with them. The culmination of the training will see you enjoy a live interview situation.

Course Content

1. Introductions and course overview

2. Getting everyone on the same page

  • The role of media training
  • The changing face of media and communications
  • Introduction to Paid, Earned, Shared and Owned media (‘the PESO model’)
  • Establishing the national and local earned media landscape

3. Overview of the media

  • What do media want?
  • Why should organisations engage with media?
  • How does a story get into the news cycle?
  • Why engage with media?

4. Communicating effectively

  • The importance of messaging
  • Finding your message
  • Tools and techniques to help tell your story – press releases, events, video content, long-form features

5. The vital role of distribution

  • Hitting the right audience
  • Adapting your messaging for different audiences

6. Crisis communications

  • The importance of preparation
  • The timeline of a crisis
  • The dos and don’ts of crisis management

7. Preparing for media interaction

  • Planning
  • Authenticity
  • Appearance
  • Common media tactics
  • Retaining control of the interview

8. Different forms of media

  • The Channel Island media landscape
  • How print, trade and broadcast media differ
  • The importance of video content

9. Social media

  • The local landscape
  • Maintaining your personal brand online
  • The dangers of people and social media

10. Interview simulation

  • You will be given a general scenario to study
  • Preparation will be undertaken both individually and together with the trainer
  • You will then take part in a mock interview in a closed environment
  • The interview will be filmed and played back for discussion
  • You will leave with feedback and suggestions

11. Summary and review

Course Benefits

Communications should be at the heart of business strategy and if you are looking to create conversations, you need to anticipate a reaction. However, media attention is not just the preserve of proactive campaigns; often it can land at your door without invitation or warning in the shape of an issue or crisis. Changes in legislation, rogue employees, faulty products, human error – there are myriad issues which can cause significant damage to an organisation and its reputation.

This course will suit any member of Senior Management with an interest in, or responsibility for communicating on behalf of their organisation. No experience is necessary; the nature of the changing media landscape means that the training would serve both as an introduction to the topic or a refresher or update to existing skills.

Next Steps

If you would like to book a place on this course please click on the ‘Book Course’ button to the right of this page and login or register for a user account to complete your booking(s). Any queries please do not hesitate to contact us via [email protected] or call us on 01481 224570.

If no date is scheduled for this course at the present time please click on the ‘Register Interest’ button and login or register for a user account so that we can add you to our course interest register. This register allows us to contact our tutors and finalise dates for a course as soon as we have a few people who have expressed their interest, so the more delegates who register their interest, the sooner we can schedule a particular course.

Course Tutor

  • Lindsey Freeman

    Lindsey Freeman, Independent Consultant, Orchard PR

    Lindsey is an independent consultant who works with the Orchard team to help our clients define, develop and deliver their strategic business goals through creative communication campaigns. She is a former Broadcast Journalist who spent a decade in London working with leading PR agencies including Ogilvy, freuds, H+K Strategies and Saatchi & Saatchi. During that time, she steered the likes of Barclays, KFC, Volvo, Huawei and Kimberly Clark through countless successful campaigns and a number of high-profile issues.

Upcoming Courses

Some courses we run are scheduled based on demand. Please ensure you register your interest to ensure we know which courses you would like to attend.