Course Description
This intensive 5-day course equips PR professionals with advanced skills to manage a modern press office effectively. Participants will learn strategic media relations, crisis communication techniques, digital media management, and leadership skills essential for running a high-performing press office in today's fast-paced media landscape.
Learning Objectives
- Develop strategies for proactive media engagement and relationship building
- Master crisis communication planning and execution
- Enhance digital media and social media management skills
- Improve press office operations and team leadership
- Learn advanced techniques for message development and media training
Course Modules
Day 1: Foundations of Press Office Management
- Role and functions of a modern press office
- Media landscape analysis and stakeholder mapping
- Developing a strategic media relations plan
- Building and maintaining media relationships
Day 2: Crisis Communication and Issues Management
- Crisis communication planning and preparedness
- Managing media during a crisis
- Reputation management strategies
- Post-crisis evaluation and learning
Day 3: Digital Media and Social Media Management
- Digital media strategy for press offices
- Social media content creation and curation
- Online reputation management
- Measuring digital media impact
Day 4: Press Office Operations and Leadership
- Structuring and staffing an effective press office
- Workflow management and task prioritization
- Team leadership and professional development
- Budgeting and resource allocation
Day 5: Advanced Media Relations Techniques
- Crafting compelling press materials and pitches
- Spokesperson training and message development
- Organizing successful press conferences and media events
- Evaluating press office performance and ROI
Practical Wins for Participants
- Develop a comprehensive crisis communication plan
- Create a digital media strategy for your organization
- Design an efficient press office workflow system
- Craft a compelling media pitch and press release
Credits: 5 credit per day
Course Mode: full-time
Provider: Blackbird Training Centre
