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Media Relations for Public Affairs Professionals
How to develop
your message, press release, media kit, and communications
plan.
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This course is designed to help newer public or government affairs professionals. Our media training explores essential skills to help maximize your message in the Washington media environment. Instruction includes hands-on exercises, an overview of key media players, basic message development, and effective press release and media kit preparation.
Students then put everything together to form a powerful communications plan involving both the Internet and traditional message distribution. Students also gain a core understanding of basic crisis communication planning.
Also see
The leadership competencies for this course include:
- Creativity & Innovation
- External Awareness
- Flexibility
- Written Communication
- Interpersonal Skills
- Strategic Thinking
- Technology Management
- Partnering
- Political Savvy
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Bring this course to your
site.
This course and any combination of it's
topics are available as
custom on-site training for
your organization. We have tailored this course for
attorneys, program analysts, administrative
assistants, scientists, and
others. For
more information about how this training can help your
members and staff, please contact
your client liaison. |
Space is limited.
If you get a
"Wait List Only" message when registering, please select
the next available date.
Click this link to add this program to your Google calendar (opens current month in new window or tab).
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Course materials include
personal copy of "Media
Relations Handbook for Agencies, Associations,
Nonprofits and Congress," by Brad Fitch,
Foreword by Mike McCurry.
"A seminar from
TheCapitol.Net is one of the best ways to learn from the
experts about how Washington really works. Now all that
insight and information has been packed into this
invaluable volume. I suggest you read it, and become
your own expert."
--
Steven V. Roberts,
syndicated columnist, TV and radio
analyst, college professor
"Offers a wealth of
practical advice on public relations that will be of
benefit to governmental and non-governmental organizations
alike."
--
Municipal World, July
2004
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Agenda |
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Media Relations for Public Affairs Professionals |
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8:30 |
How the Media Works and How to Work the Media
- Introduction to who,
what, and where the media is
- The mindset of, and
tips for dealing with reporters such as etiquette for
email, phone, fax, spam
- Touch on common
reporter "problems"
- How new technology
has changed the media, and how you need to change too
- What the media can
do for you
- Characteristics of
organizations that effectively use the media
- Make sure you are
targeting the right reporter
- Deadlines and lead
time
- Online technology
- Getting the media
interested in your organization
- Working effectively
with reporters
- Different approaches
for pitching to TV, print, radio reporters
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10:15 |
Break |
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10:30 |
Developing Your Basic Message
- Tools of the craft
and tips to get started
- Using techniques,
such as Message Box, for working out all sides of your
message
- Connecting the
message to your organization's strategic mission,
values, or goals
- Who are the people
in your organization that can help you or not.
- Identify who speaks
for your organization
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12:00 |
Networking Lunch |
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1:00 |
How to Develop an Effective Press Release and a Complete Media Kit
- What should go into
a media kit?
- Writing a press
release; examples of good and bad press releases
- What shouldn't go
into a press kit - using the right materials for the
right audience
- Writing regular and
email press releases
- Creating an online
media kit - making sure you are effectively using
hyperlinks
- Backgrounders, FAQs
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2:15 |
Break |
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2:30 |
Putting the Pieces Together for a Communications Plan
- Capturing attention
of the media and the public, and working from there
- Using the web to
further your goals
- Importance of
knowing the governmental affairs aspect of your
organization
- The importance of
follow-up and tracking to see if you are being
effective
- Basic crisis
communications planning; 8 mistakes to avoid in a
crisis
- Five key steps in
developing a communications plan
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4:30 |
Complete Evaluations; Course
Concludes |
If you get a "Wait List Only"
message when registering, please select the next available
date.
This is a
sample agenda: the actual program may differ slightly.
Do
you need a training
course we don't offer or coverage of
an additional topic in this course?
If you have suggestions for courses or topics you would like to see us offer, please contact us or complete our
online suggestion form.
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Suggested
Prerequisites |
None.
If
you need help deciding which courses you should take based
on your work experience or training, please contact
us via email
or phone: 703-739-3790.
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Rave
Reviews |
"An
outstanding day of instruction. Useful in every facet
of my job."
-- Public Affairs Specialist,
USDA
"This
opened my eyes to new ways to attracting media attention
that I will actively pursue."
-- Program Coordinator,
national association
"Great
speakers, excellent materials."
-- Media Relations Manager,
national association
"Excellent, very
practical."
"One
of the best seminars I have attended. Enough
information to give head start in preparing the
agency's strategic plan."
See
more testimonials about this course.
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Time
and Dates |
8:30 am to 4:30 pm
If you get a "Wait List
Only" message when registering, please select the next
available date. |
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Location |
May 5, 2009:
Location in Washington, DC will be announced before
course. Other dates:
Location in Washington, DC will be announced before course. Many of our courses are held at these locations:
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Cannon House Office Building (HOB), First and C Streets, SE,
Washington, DC (Capitol South Metro
stop)
Our map
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Google Map
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Capitol
Hill Club, 300 First Street SE, Washington,
DC (directly across the street from the
Capitol South Metro
stop) Our map
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Google Map
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College of William & Mary Washington DC Office,
1779 Massachusetts Avenue NW, Suite 810, Washington, DC 20036 (two blocks southeast of the
Dupont Circle Metro
stop)
Google Map
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DC Bar
Conference Center, 1250 H Street NW,
Washington, DC (Metro Center station)
Our map
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Google Map
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Goethe-Institut, 812 Seventh Street NW,
Washington, DC 20001 (Gallery Place /
Chinatown Metro stop) Our map
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Google Map
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Hall of the States, 444 North Capitol Street NW, Washington, DC (1 1/2 blocks from the
Union Station Metro
stop)
Our map
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Google Map
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The Liaison Capitol Hill, 415 New Jersey Avenue NW, Washington, DC
(2 1/2 blocks from the
Union Station Metro
stop)
Our map
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Google Map
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Longworth House Office Building (HOB),
New Jersey Ave. and C Streets, SE, Washington, DC
(one block west of the
Capitol South Metro stop)
Our map
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Google Map
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National
Democratic Headquarters, 430 So. Capitol Street
SE, Washington, DC 20003 (Capitol South Metro
stop) Our map
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Google Map
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Rayburn House Office Building (HOB),
Independence Ave. SW and South Capitol Street
(two blocks west of the
Capitol South Metro stop)
Our map
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Google Map
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Reserve Officers Association, One Constitution Avenue NE, Washington, DC (3 1/2 blocks from the
Union Station Metro
stop)
Our map
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Google Map
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Course
Materials |
Course
materials include "Media
Relations Handbook for Agencies, Associations,
Nonprofits and Congress," by Brad Fitch,
Foreword by Mike McCurry (regularly $45).
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Registration Fee |
$495
**
If you get a
"Wait List Only" message when registering, please
select the next available date.
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Discounts |
** Group Discount!
When 4 people from the same
organization register and pay together, the 4th person is
free! When 8 people from the same organization register and
pay together, the 4th and 8th persons are both free! See complete
details here.
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Certificate of
Training
and
CEU Credits |
A Certificate of
Training is available for this
course.
To get a
Certificate of
Training,
your registration fee must be paid in full, and you
must attend the entire course.
 This course is
approved for .7
CEU credits from George Mason University.
 This is an elective course for the
Certificate
in Communication and Advocacy. |
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Policies |
For this course, substitutions, cancellations, and transfers must be submitted in writing to us. Our transfer and cancellation fees are outlined below.
** Transfer and Cancellation Fee
For all registrations received on or after September 1,
2007 |
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Time Before Course |
Substitutions Allowed |
Transfer Fee |
Cancellation Fee |
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More than 4 weeks |
Yes, in writing |
None |
None |
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2 to 4 weeks |
Yes, in writing |
25% of tuition |
50% of tuition |
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3 days to 2 weeks |
Yes, in writing |
50% of tuition |
75% of tuition |
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1 to 2 days |
Yes, in writing |
75% of tuition |
100% of tuition |
day of program
(no refunds to no-shows) |
Yes, in writing |
100% of tuition |
100% of tuition |
No refunds for no shows. We reserve the right to
change this fee and time period.
TCN
reserves the right to cancel any course in the event of
insufficient registrations.
All statements and
discussion at all of our courses, workshops and seminars, public and custom,
are off the record and not for attribution, unless specified otherwise.
The resulting confidentiality ensures a frank and
free exchange of views.
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FAQs |
FAQs
about our training
including suggested attire.
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Register
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We accept
checks,
VISA,
MasterCard,
Discover,
American Express
If you get a
"Wait List Only" message when registering, please
select the next available date.Click here for a
course description and registration form
(pdf).
Fax or Mail: Print
out and complete the registration
form
(in Adobe pdf). The completed form should
include your method of payment.
Fax the completed form to us at
703-739-1195.
Mail the completed form to us at
TheCapitol.Net, Inc., PO Box 25706, Alexandria, VA
22313-5706
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Related
Information |
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Educational Tracks |
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Related
Training |
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Available as custom, on-site training? |
Yes.
This
program can be tailored
for on-site agency, association and corporate training.
Please call 703-739-3790 for information.
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Need
more information? |
Phone:
703-739-3790
Email: registrar -at- TheCapitol.Net
Complete our
online information request.
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Non-Partisan |
TheCapitol.Net is a
non-partisan firm, and the opinions of its faculty,
authors, clients and the owners and operators of its vendors are
their own and do not represent those of TheCapitol.Net.
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URLs: www.TheCapitol.Net/PublicPrograms/mediaI.html
www.MediaRelations101.com
c
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Last updated:
August 19, 2008
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