What makes news

PR and corporate communications

1 DAY

Aimed at: Anyone who comes into contact with the press and 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.

Workshop contents: 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); what is news – definitions and discussion; the value of press coverage versus other marketing channels; editorial independence – what it means in practice and why it is important.

- 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; how the national press has changed and its impact on other media; consumerism, trivia, celebrity and lifestyle; 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 and who wants to know?; how to make news for your market; how to create and develop your story; press release or photocall? Delivery channels – strengths and weaknesses; the importance of making contacts; dos 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; damage limitation – what it means and how to achieve it.

Fee: £380+VAT