Coordinate messaging on press release archiving across markets and languages.
Building an Organised Digital Archive of Previous Press Releases
Move press release archiving from general awareness to a repeatable, reviewable practice.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Silence during a crisis involving press release archiving is itself a statement. The first version of a story about this aspect of communications and media practice tends to become the reference version. Each session closes with a decision the participant must justify about this area of communications and media practice in their own setting. The programme works equally well for those formalising press release archiving for the first time and those improving an existing approach. The programme converts this part of communications and media practice from an area of general awareness into a set of repeatable practices. Practitioner evidence points the same way: this aspect of communications and media practice improves fastest where responsibility for it is named and owned. Buying a tool rarely fixes press release archiving; the underlying capability has to be built internally first. Participants develop a defensible line of reasoning for the choices they make about the practice within communications and media practice. Participants leave with a plan for this aspect of communications and media practice sized to what their organisation can realistically absorb.
Expected Learning Outcomes
Prepare a short, evidence-based briefing on press release archiving for senior management.
Measure the effect of communication on press release archiving beyond volume of coverage.
Monitor sentiment and coverage relating to press release archiving in useful time.
Present the case for investment in press release archiving in terms that a finance function will accept.
Reduce avoidable variation in how press release archiving is carried out across teams.
Design the digital and social response protocol for press release archiving.
Who Should Attend
Officers preparing reports on press release archiving for boards or oversight committees.
Agency and consultancy advisers supporting clients on press release archiving.
Training and development staff building internal capability in press release archiving.
Content producers creating material about press release archiving.
Spokespeople and executives who speak publicly about press release archiving.
Marketing staff coordinating with communications on press release archiving.
Course Modules
Press release archiving: message architecture and discipline
2 sessions · 8 pointsSession 1Writing on press release archiving so a journalist can publish it
- Set the response time target for enquiries about press release archiving.
- Set out how exceptions to press release archiving are requested and approved.
- Define the trigger that would require press release archiving to be redesigned.
- Sequence internal notification about press release archiving ahead of external release.
Session 2The cost of press release archiving and how to present it
- Rehearse the hostile interview on press release archiving with a real challenger.
- Map the handovers in press release archiving between functions and secure them.
- Build a stakeholder map for press release archiving and the message each needs.
- Identify the journalists who actually cover press release archiving and what they need.
Press release archiving: recovery and rebuilding credibility
2 sessions · 8 pointsSession 1Building media relationships on press release archiving before you need them
- Debrief after each significant episode involving press release archiving.
- Name the crisis roles for press release archiving and confirm authority to speak.
- Confirm that contractual obligations around press release archiving are understood.
- Close out actions on press release archiving rather than leaving them open indefinitely.
Session 2Apologising for press release archiving credibly
- Localise messaging on press release archiving without fragmenting it.
- Define what success in communicating press release archiving looks like, numerically.
- Reduce the variation in how press release archiving is carried out between teams.
- Prepare the acknowledgement for press release archiving that does not evade responsibility.
Press release archiving: media relations and the working journalist
2 sessions · 8 pointsSession 1Telling staff about press release archiving before the press does
- Identify the data already collected that bears on press release archiving.
- Name a single owner for each element of press release archiving.
- Establish the boundary of press release archiving and record what sits outside it.
- Set out the decisions in press release archiving that require sign-off and by whom.
Session 2Building lasting competence in press release archiving
- Review whether coverage of press release archiving changed anything that matters.
- Assign responsibility for keeping documentation of press release archiving current.
- Test the procedure for press release archiving against a realistic scenario.
- Prepare the holding statement for press release archiving in advance.
Press release archiving: materials a journalist can actually use
2 sessions · 8 pointsSession 1Correcting a false story about press release archiving without amplifying it
- Draft materials on press release archiving that need no rewriting to be published.
- Set escalation thresholds for press release archiving that work out of hours.
- Agree who signs off statements on press release archiving outside working hours.
- Decide in advance when to correct misinformation about press release archiving and when not to.
Session 2Who answers for press release archiving, and to whom
- Confirm that reporting on press release archiving reaches the people who can act.
- Define acceptance criteria for press release archiving in advance.
- Agree what will be standardised in press release archiving and what will not.
- Check communication on press release archiving against legal and regulatory constraint.
Choose the package that suits you
Silver Package
At least 3 people
USD1,250
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
Gold Package
At least 3 people
USD1,850
- 5-night stay in a 5-star hotel
- Workshop or Program Participation
- Airport Transfers
- Customized Badge
- Expert Mentorship (Private Sessions)
- Supervision & Secretarial Services
- Accredited Certificate of Participation
- Complete Training Kit
- Coffee Break
- Closing Ceremony
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