Protect the personal reputation of leaders associated with earned media coverage.
Building Strategies to Earn Organic Media Coverage
Learn to design, measure and defend your organisation's approach to earned media coverage.
📍 Tripoli🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Internal audiences learn about earned media coverage from the news unless you reach them first. Journalists covering the communications and media practice capability are working to a deadline you do not control. Participants develop a defensible line of reasoning for the choices they make about this area of communications and media practice. Benchmarking exercises repeatedly place earned media coverage among the areas with the widest performance spread. It suits anyone whose decisions touch the communications and media practice discipline, in large organisations and small ones alike. It concentrates on the parts of the wider communications and media practice agenda that determine outcomes and treats the rest proportionately. The programme uses small-group work so that each participant's treatment of earned media coverage is examined, not just described. Improvement in this aspect of communications and media practice stalls when it depends on one capable individual rather than a defined method. Work concludes with a self-assessment of the practice within communications and media practice that participants can repeat annually.
Expected Learning Outcomes
Correct misinformation about earned media coverage without amplifying it.
Build relationships with media covering earned media coverage before you need them.
Set the minimum documentation for earned media coverage that is genuinely necessary, and stop there.
Draw practical lessons from failures in earned media coverage without assigning blame that suppresses reporting.
Assign clear ownership for each element of earned media coverage across the functions involved.
Define the key messages for earned media coverage and hold to them under pressure.
Who Should Attend
Community relations staff engaging stakeholders about earned media coverage.
Department heads accountable for the results of earned media coverage.
Internal communications staff explaining earned media coverage to employees.
Digital and social media managers handling earned media coverage online.
Crisis management team members with a role in earned media coverage.
Operations staff who encounter the consequences of earned media coverage directly.
Course Modules
Earned media coverage: message architecture and discipline
2 sessions · 8 pointsSession 1Who answers for earned media coverage, and to whom
- Collect evidence on the present handling of earned media coverage before proposing changes.
- Build a stakeholder map for earned media coverage and the message each needs.
- Set the response time target for enquiries about earned media coverage.
- Decide what will be stopped to create capacity for earned media coverage.
Session 2Who decides what during a crisis involving earned media coverage
- Map the handovers in earned media coverage between functions and secure them.
- Localise messaging on earned media coverage without fragmenting it.
- Define what success in communicating earned media coverage looks like, numerically.
- Decide in advance when to correct misinformation about earned media coverage and when not to.
Earned media coverage: materials a journalist can actually use
2 sessions · 8 pointsSession 1Testing earned media coverage before relying on it
- Establish the boundary of earned media coverage and record what sits outside it.
- Assign responsibility for keeping documentation of earned media coverage current.
- Set out how exceptions to earned media coverage are requested and approved.
- Sequence internal notification about earned media coverage ahead of external release.
Session 2Writing on earned media coverage so a journalist can publish it
- Prepare the acknowledgement for earned media coverage that does not evade responsibility.
- Review whether coverage of earned media coverage changed anything that matters.
- Draft materials on earned media coverage that need no rewriting to be published.
- Write down the assumptions underpinning the approach to earned media coverage.
Earned media coverage: spokesperson skill under hostile questioning
2 sessions · 8 pointsSession 1The paperwork for earned media coverage that is actually needed
- Rehearse the hostile interview on earned media coverage with a real challenger.
- Identify the journalists who actually cover earned media coverage and what they need.
- Reduce the variation in how earned media coverage is carried out between teams.
- Benchmark the organisation's earned media coverage against comparable operations.
Session 2Telling staff about earned media coverage before the press does
- Configure monitoring that flags coverage of earned media coverage within the hour.
- Agree what will be standardised in earned media coverage and what will not.
- Debrief after each significant episode involving earned media coverage.
- Estimate the resource earned media coverage requires to run as designed.
Earned media coverage: misinformation, correction and restraint
2 sessions · 8 pointsSession 1Monitoring earned media coverage in time to act
- Plan the recovery sequence after a reputational event involving earned media coverage.
- Agree who signs off statements on earned media coverage outside working hours.
- Check that records of earned media coverage answer the questions likely to be asked.
- Prepare the summary of earned media coverage that senior management will read.
Session 2Apologising for earned media coverage credibly
- Establish what evidence demonstrates earned media coverage is under control.
- Establish who is informed, consulted and accountable in earned media coverage.
- Name the crisis roles for earned media coverage and confirm authority to speak.
- Distinguish symptoms from causes when earned media coverage underperforms.
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
Complete your registration
We will contact you within one business day to confirm.