[ We train communication staff to highlight the organization they represent to the media, the public, and various target audiences ]
Prerequisites:
- Strategic Considerations
- The issues
- Communication objectives
- Target audiences (allies, neutrals, opponents)
- Choice of communication channels
- Development of a strategy
- Choosing the Event, Project, or Program to Highlight
- Potential advantages and disadvantages
- Assessing the impact on third parties
- Defining the Information to Disseminate
- Preparation of informational content
- Preparation of key messages
- Preparing the Press Kit (and Web Content)
- Selecting elements to include
- Simplicity versus creativity
- Writing the press release
- Updating the Media section of the website
- Choosing the Right Timing
- Choosing the day (advantages and disadvantages)
- Choosing the time of day
- Preparation of the Spokesperson and On-Site Resources
- Preparation of the Media List
- Media Contacts
- Event - Organization and Execution
- Follow-Up - Post-Mortem
(Theoretical presentations - case studies - discussions - practical exercises)