Communication with the media is governed by rules and practices that are currently in great evolution. Understanding media operations, codes and practices is needed to better communicate with them.
The training aims to reach the media and to produce the desired effects in interviews. The training gives us the opportunity to reflect on media relations, to become allies.
Raising awareness of the media world and its specificities
• Understanding media: press, audio-visual, radio, TV, new media
• Traditional media (radio, TV, audiences) and new media on the internet (attendance, reading time, content, etc.)
Measuring the impact of the web on the evolution of media
• Identify digital business issues.
• Identify new media.
• New ways of using online information: instantaneously, “infobessity”…
Identify the expectations and working methods of journalists
• Differentiate between different reporters.
• Analyze the “Stories”.
• What journalists want: facts, angles
• The evolution of journalism: what the web means.
• Measure the importance of proximity laws and editorial policy.
• Multiple sources of information.
• The journalist’s personal investigation.
• Ethical constraints.
• The journalist’s place in the organisation of an editorial.
Define your press relations strategy
• Why, when, how and on what to communicate: measure the importance of the press communication strategy.
• Print/web: what choice should be made?
• Implement press relations with journalists and select the right tools.
• Manage and communicate information effectively.
• What are the technical means: phone, mail, email, social media?
• Measure the impact of the web on its press relations.
• Manage your press file and update it.
Analyze the reasons that “slip” his communication act
• What to do when printing truncated or distorted information?
• Managing press incidents and exercising the right to respond.
• Instantaneous information on the web.
Communicating with the press urgently
• Being approached by a journalist about an “incident”: how to cope and react?
At the end of the course, the learner will be able to :
• Understand the media world (different media) and their expectations
• Manage media solicitations
• Define a media relations strategy
• Choose appropriate tools: print, radio, television, internet
• Prepare an interview: understand the issues, consider the context, formulate the message, manage crises
• Represent your institution, present the state of knowledge
This training is mostly based on real-life situation involving scientists and media interactions. These practical case studies will on focus on the different media types and will allows students to improve their posture in front of media.
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