Take a look at the programme

  • 01

    Welcome to the course!

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  • 02

    Ground rules

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    • The rules of engagement
    • Symbiosis - building mutually beneficial relationships
  • 03

    Understanding media motivations

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    • Adopting a media-friendly mindset
    • Bloggers - a key and emerging media outlet
    • Sources - the lifeblood of the news world
  • 04

    Stories and strategies

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    • It's all about the story
    • Strategy - media relations are part of something bigger
  • 05

    What you say matters

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    • Messages - words that deliver outcomes
    • The message box
    • Hard questions 1
    • Hard questions 2
    • Hard questions 3
    • Managing pressure in an interview
    • Ways journalists can add heat to an interview
    • Interviews "down the line"
    • Visuals - what are the pictures saying about you?
  • 06

    Managing risk

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    • Media scrutiny
    • Managing media risk
    • Rebuttals
    • If in doubt, don't panic!

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