Instructor
Stephen Goban
A CEC director, and principal of SBG & Associates, Mr. Goban has undertaken marketing and strategic communications for companies, associations and government departments.
Instructor
Ian Parker
Ian Parker is a former CBC and CTV journalist and producer and long-time media relations and communications trainer.
When, Where How much?
When: Date not set
Where: 1900 Merivale Road,
Suite 206, Ottawa
How much: $675 (+tax)
Testimonials
"The content of the course was very informative and challenging and offered the opportunity to bring additional tools back to work"
"It was very interesting to learn from the different instructors' perspectives"
"I really enjoyed the group exercises and discussions pertaining to the exercises"
EFFECTIVE MEDIA TOOLS: THE ART OF MEDIA RELEASES AND ADVISORIES (G001)
WHAT WILL YOU LEARN?
Writing news releases, advisories, backgrounders, fact sheets
- The specific functions of media releases, advisories, backgrounders and fact sheets
- The seven steps of release writing
- The seven steps of media advisory writing
- The eight steps of backgrounder writing
- The eight steps of fact sheet writing
- Structure, format and style
- Email and the web for media tools
- Enhancing media material with visual information
WHAT WILL YOU TAKE AWAY?
- Workbook with checklists, how-to procedures/reminders and templates
- Exercise handouts, examples and other material
FEDERAL GOVERNMENT COMPETENCY
- Engagement: Working effectively with people, organizations and partners
- http://www.tbs-sct.gc.ca/tal/kcl/ekl-eng.asp
| Agenda | |
|---|---|
| 8:45 - 8:50 | Introductions and Workshop Overview |
| 8:50 - 9:30 | Context The newsroom environment; what's news and what's not; media, the use of the story structure and its implications. |
| 9:30 - 10:15 | Media Releases What the release does for originators and recipients; writing the release to help the media; release components; seven steps to writing the release; using quotes; increasing impact; linkages to advisories, backgrounders and fact sheets; proactive, reactive and DNR releases. |
| 10:15 - 10:30 | Break |
| 10:30 - 11:30 |
Case Study Exercise Participants working in groups will develop and draft a media release on the basis of a background scenario and brief communications strategy. Instructor-lead feedback and discussion of resulting releases. |
| 11:30 - 11:45 | Media Advisory What the advisory does for originators and recipients; writing the advisory to help the media; advisory components; seven steps to writing the advisory; linkage to the release. |
| 11:45 - 12:30 | Case Study Exercise Participants working in groups will develop and draft an advisory on the basis of a background scenario. Instructor-lead feedback and discussion of resulting advisories. |
| 12:30 - 13:30 | Lunch |
| 13:30 - 14:00 | Backgrounders What the backgrounder does for originators and recipients; writing the backgrounder to help the media; backgrounder components; eight steps to writing the backgrounder; use of visuals and web links; dealing with potential problems and risks in the backgrounder and supporting the media release. |
| 14:00 - 15:00 | Case Study Exercise Participants working in groups will develop and draft the elements, headings and first paragraphs of a backgrounder on the basis of a background scenario. Instructor-lead feedback and discussion of resulting backgrounders. |
| 15:00 - 15:15 | Break |
| 15:15 - 15:30 | Fact Sheets What the fact sheet does for originators and recipients; writing the fact sheet to help the media; fact sheet components; eight steps to writing the fact sheet; use of visuals and web links; dealing with potential problems and risks in the fact sheet and supporting the media release |
| 15:30 - 16:15 | Case Study Exercise Participants working in groups on the basis of a media release will identify the "facts" to be included in an accompanying fact sheet, draft headings and determine any visuals to be used. Instructor-lead feedback and discussion of resulting fact sheets. |
| 16:15 - 16:30 | Wrap-up and Workshop Evaluation |