Media and Public Relations

Earn positive coverage and protect your reputation when it counts

Why It Matters

Media coverage can bring credibility and visibility that no ad buy can match. It can also go badly: a rambling quote, an unanswered reporter call, or a slow response to a negative story. Many organizations designate a spokesperson without preparing them. Media and public relations skills help staff tell their story accurately and respond with composure. Organizations gain stronger relationships with reporters, more consistent messaging, and better protection when reputations are on the line.

Course Description

Participants learn to see their organization through a reporter's eyes, identifying angles that are timely, local, and human. They draft and peer-review a press release, then build a media list and practice pitching a story by email and phone. Interview preparation is central: participants develop key messages, practice bridging back to them, and complete mock interviews with tough follow-up questions, receiving feedback on clarity and composure. A reputation scenario asks teams to respond to a negative story, deciding what to say, who says it, and how quickly. Discussion also covers spokesperson roles and approval processes. Each person leaves with a message map for a real upcoming story and a plan for review.

Key Focus Areas

Participants explore and practice:

Recognizing what makes a story newsworthy
Writing press releases and pitch emails reporters read
Building media lists and relationships with journalists
Developing key messages and bridging during interviews
Responding to negative coverage and reputation threats
Spokesperson roles and approval workflows

Learning Outcomes

Participants will be able to:

Draft a press release with a clear news angle
Pitch a story to a reporter by email
Deliver key messages in a mock interview, including tough questions
Outline a response plan for negative coverage

Who Should Attend

Communications and public affairs staff
Executive directors and spokespeople
Marketing professionals
Program leaders who speak publicly about their work

Delivery and Customization

Examples, scenarios, and activities are adapted to your audience and goals. Delivery is available in person, virtually, or in a hybrid format, as a standalone session or as part of a series. Format and length are agreed during scoping.

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Bring Media and Public Relations to your team

Tell us about your audience and goals. We will follow up to scope objectives, format, and timing.

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