Day 1: Media System and News Value

How Newsrooms Work

• Understand timing audience and editorial priorities
• Distinguish news from institutional promotion
• Recognize editor reporter and producer roles
• Analyze why a story earns coverage

Building Media Map

• Segment outlets by audience/specialist focus
• Identify relevant journalists and programs
• Record contact preferences and editorial interests
• Build a focused media relationship database

Applied News Value

• Assess novelty impact relevance and proximity
• Turn institutional activity into public angle
• Reject weak or overly promotional angles
• Test three angles for one story

Day 2: Journalist Outreach and Media Materials

Professional Journalist Outreach

• Write concise pitch respecting journalist time
• Explain story relevance to audiences
• Select media contact and channel deliberately
• Follow up without damaging the relationship

Press Release and Reference Facts

• Begin releases with decisive news angle
• Separate verified data from institutional opinion
• Use quotes adding interpretation over repetition
• Prepare fact sheet for expected questions

Applied Media Package

• Choose supporting images data and background
• Standardize names numbers and terminology
• Provide reliable links and contact details
• Review the full package before distribution

Day 3: Interviews and Media Messaging

Preparing the Spokesperson

• Define appearance objective and central message
• Anticipate difficult and follow-up questions
• Prepare concise evidence and examples
• Identify areas requiring no speculation

Answering Under Pressure

• Listen fully before answering
• Give the direct answer then evidence
• Correct inaccurate assumptions respectfully
• Bridge to messages without ignoring question

Applied Camera Practice

• Manage voice pace and body language
• Deliver short quotable answers
• Handle interruption and compound questions
• Review recording and improve performance

Day 4: Sustainable Relations and Sensitive Issues

Building Media Trust

• Provide reliable information beyond major announcements
• Respond within agreed timeframes
• Avoid favoritism damaging broader relationships
• Maintain a record of media commitments

When Information Is Incomplete

• Separate confirmed facts from unverified items
• Issue interim updates over long silence
• Avoid speculation or unsupported denial
• Set time for next factual update

Correcting Coverage and Managing Friction

• Distinguish legitimate criticism from factual error
• Request correction using evidence and tone
• Know when escalation adds little value
• Manage difficult conversation with a journalist

Day 5: Media Relations Strategy Lab

Media Outreach Plan

• Identify upcoming issues and stories
• Match story with outlet and audience
• Select spokesperson materials and timing
• Build a forward media-engagement calendar

Measuring Relationship and Coverage Quality

• Move beyond clip counts to quality
• Assess accuracy context and coverage tone
• Track media relationship diversity/depth
• Connect media results with communication objectives

Media Day Simulation

• Launch story and handle varied questions
• Prepare spokesperson for an urgent interview
• Adapt when new information changes context
• Review decisions and update the plan

• Analysis of media coverage and journalist needs across realistic institutional stories
• Pitch press-release and media-kit writing with editorial feedback
• Recorded interviews covering short long and sensitive formats
• A media-day simulation integrating outreach relationship management and response