Supporting Public Figures: Media Masterclass

Media relations and management, plus how to prep spokespeople

What you’ll learn

Working with a public figure requires a wide range of skills – not least when it comes to dealing with the media and learning how to respond in a crisis.

PA Media Academy has developed a crash course to help staff of public figures drive the greatest possible media impact and ensure your politician’s message is heard loud and clear.

Day one of the course will focus on press release writing and pitching to media to ensure your office’s stories are expertly delivered to manage the message and reach your intended audience.

On day two you’ll learn all about preparing your public figure for media interviews and crisis comms scenarios – meaning no matter what happens, you’re always prepared. You’ll even get the chance to take part in a mock interview scenario to put the theory in to practice.

How you’ll learn

This two-day course will be led by our expert trainers in London and will include a mixture of theory and practical exercises.

Who the course is for

This course is designed for anyone working in the office of a public figure who wants to know how to expertly handle media and drive greater impact for their communications.

Course Modules

What is news: an introduction

  1. What makes a news story
  2. News sources and demographics
  3. Hard and ‘soft’ news
  4. Recognising fact and opinion
  5. Knowing your audience

Press Release Fundamentals

  1. What is a press release for?
  2. Toplines: getting on the news agenda
  3. Headlines, intro and structure
  4. Principles of clarity and style
  5. How to edit a press release

Advanced Press Release Writing

  1. Using quotes and case studies
  2. Writing for multiple audiences
  3. Notes to editors, images, extras
  4. Managing different stakeholders

Advanced Media Handling & Crisis Messaging

  1. Handling enquiries from journalists/media outlets
  2. Dealing with journalists/TV crews on your site
  3. Effective messaging and crisis questions
  4. Media v your priorities in a crisis
  5. Your crisis issues
  6. Limiting reputational damage
  7. Prepping spokespeople – messaging ,tone, empathy
  8. Practical exercise – Mock interview with a nominated spokesperson. Followed by feedback on messaging, spokesperson prep and interview performance

What our students say

View all testimonials

The training scenarios are as real to life as you could possibly get. They took considerable time to research our current plans and issues and used these to design a series of true to life radio and TV interviews. The team is outstanding, and their expertise and knowledge has been invaluable. Book them – you’ll be glad you did.

NHS Vale of York Clinical Commissioning Group
, Communications Manager

The lifelike interview settings and tasks that PA Media Training deal in replicate perfectly the real-world feel of a tough media interview and help the delegates come out of the day feeling much more confident that they can play an active role in representing their organisation.

Transport for London
, Director of Communications & Corporate Affairs

PA Media Training were efficient, well organised and genuinely lovely people to deal with and, importantly for us, able to provide flexibility around our needs to create the bespoke training we required. I wouldn’t hesitate to use them for further training or to recommend them to other organisations.

Mayor of London’s Press Office
, Head of Media

Contact us

Do you wish to train on one of our specialist courses? Start by filling in the application form – we’ll ask you for some important information such as your education and employment history.

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"*" indicates required fields

Name*
By submitting this application form you confirm your acceptance that the information you have provided will be used during the recruitment procedure. Once the recruitment procedure is completed, the data will be stored for one year and then destroyed. If you are the successful candidate, relevant information may be taken from this form and used as part of your personnel record.
If you would like to receive regular updates from PA Media Academy, please tick here:
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Contact us

For more information , simply fill out the form and a member of our team will be in touch.