Media Training at the Press Association

What Makes News

Who should attend: This course is designed for anyone who comes into contact with the press. It is aimed at people who are expected to generate positive press coverage or deal with negative reports and articles. Whether you are in charge of a small or medium sized organisation or working in a press office, marketing department or other outward-facing function, an understanding of how the press works can be crucial to your success.

What will you gain from the course:This intensive course will give you a much greater understanding of how media organisations function, who the key decision makers are, and how editorial decisions that could affect your organisation are arrived at. By the end of the course you will understand what makes a story and how to create narratives that will be of interest to the media. You’ll be equipped with a range of tools and strategies to use the media to your advantage.

The Background

• An overview of the media landscape – Newspapers, TV, radio and the web.
• The media explosion – the challenges and opportunities.
• What is news – definitions and discussion.
• The value of press coverage versus other marketing channels.
• Editorial independence – what it means in practice. Why it is important.
• The changing face of the media and the opportunities

What makes news

• Sources of news – where does it come from?
• The journalist’s mindset – a day in the life of a newspaper reporter.
• The editorial process from start to finish.
• News values – knowing the publication or media outlet.

 News values

• How news values are put into practice – some examples from the nationals.
• How the national press has changed and its impact on other media
• Consumerism, trivia, celebrity and lifestyle – some case studies.
• The blurring of news and features.
• Different types of news stories from human interest to the off-beat.

Delivery of positive news

• What is your audience?
• Who wants to know?
• How to make news for your market.
• How to create and develop your story.
• Press release or photocall? Phone call or fax machine? Delivery channels – strengths and weaknesses. 
• The importance of making contacts.
• Do’s and don’ts of dealing with journalists.

Managing negative press coverage

• The golden rules.
• A look at the options when bad news breaks.
• The rudiments of crisis management – including a case study.
• Damage limitation – what it means and how to achieve it.

Course Length: Two days.