Advanced Press Office Management: Strategies & Techniques

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