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| NCBM 004 Media Relations Course Description: The objective is to provide the public relations professionals with the latest techniques and trends in effective communications with the news media from the perspective of an Emmy Award winning, former CBS Network News correspondent and producer. The class will help the public relations practitioner to learn new communications concepts and sharpen their skills. -Timely media relations, The difference between "media" and "press," Competitive differentiation - the key to winning, The media spectrum needs and what to expect, What makes imaginative media relations, New-meets-old media relations - the need for credibility -Competitive positioning -What is news, How to create news, How to create news hooks, Elements of a news release, News test: who cares? - Preparing for the pitch -News releases, How to create news hooks, News release format components, The lead paragraph, Targeting the media, Real-life pitching practice, In-class discussion, What to do when you’re told "no" - Current trends and techniques that work - Non-traditional media outreach that works, The elements of news releases that get results, Evaluate the effectiveness of desk-side briefings, media tours, news conferences, written statements, opeds, syndicated byline stories, photos, Developing the perfect media kit - Making the media pitch - Knowing who to pitch and why, Advance interview technique training, The dynamics of an interview, Class group sessions to prepare a media pitch, Practicing the pitch, How to follow-up with the media Prerequisites:
Courses available for registration:
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