1. Overview

This is a practical and interactive course for communications professionals who want to hone their media relations, media writing and talking to the media skills. Given by a former BBC foreign correspondent, the course will give you a better understanding of how journalists think, how to generate media interest for your stories and how to either write for the media or give a great media interview.

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2. Reasons for attending

• Understand the media to better position your organization to get publicity for your event, cause or campaign.
• Learn essential pitching tips to ensure your issue gets maximum coverage.
• Practice writing that perfect press release that gets picked up and not consigned to the trash bin.
• Build confidence in radio and on-camera TV interviews so that you can handle any question – even those designed to trip you up.

3. Course outline:

The course can cover a number of subjects:

Understanding the media:
• What the media wants
• What makes news
• How different media operate

Delivering an effective message:
• Crafting a message
• Delivering a sound-bite
• Pitching to the media

Writing for the media:
• Writing a proactive press release
• Writing a reactive press release
• Writing a media advisory

Talking to the media:
• Preparing for print, radio and TV interviews
• Giving a radio and TV interview
• Running a press conference

Participants must choose between either writing for the media or talking to the media as there is not time during the day to cover both.

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4. About the trainer

B0003302-EditClaire Doole is a former BBC TV and radio journalist in London, Brussels and Geneva.  Claire has extensive experience in-front of and behind the camera.  She understands how the media think and what they want.  A skill she used to her advantage as a UN spokeswoman and head of media at WWF International, where she built excellent relations with local, national and international media.  Since setting up Claire Doole Communications, Claire has media trained bankers, lawyers, doctors, scientists, environmentalists and entrepreneurs as well as many communications professionals working for international organizations and multinational companies.  A native English speaker, Claire speaks fluent French and German and good Spanish.