[ We help communications personnel develop the skills needed to present the best view of their organization to the media, the public and the different audiences their organization represents ]
Requirements:
- Strategic considerations
- What is at stake
- Communication objectives
- Relevant audiences (allies, neutrals, adversaries)
- Channels of communication
- Developing a strategy
- Choosing the event, project or program you want to present
- Advantages and possible disadvantages
- Evaluating the impact on third parties
- Deciding what information will be communicated
- Preparation of content
- Preparation of key messages
- Preparing the press kit
- Deciding what to include
- Being simple versus being creative
- Writing the press release
- Choosing the right moment
- Choosing the day - pros and cons
- Choosing the hour
- Preparing the spokesperson and other key resources
- Preparing the media list
- Contacting the media
- Organizing the event and rolling it out
- Follow-up - Post-mortem
(Theory - case studies - discussions - practical exercises)