Measure the effect of communication on outlet-specific press releases beyond volume of coverage.
Building Strategies to Tailor Press Releases for Each Media Outlet
A practical programme in outlet-specific press releases for professionals who are accountable for results, not just awareness.
📍 Abu Dhabi🗓️ 5 training days📚 4 modules🎓 Accredited certificate
5intensive training days
4scientific modules
8training sessions
32detailed points
Course Overview
Credibility in outlet-specific press releases is spent quickly and rebuilt slowly. The first version of a story about the communications and media practice capability tends to become the reference version. The teaching approach is deliberately practical: participants build a communications plan for this part of communications and media practice as they go. What blocks progress on outlet-specific press releases is usually unclear ownership rather than unclear intent. Post-incident reviews keep identifying weaknesses in the practice within communications and media practice that were visible long before the incident. The course covers this part of communications and media practice at the level of detail needed to act, and stops there. Participants finish able to explain outlet-specific press releases to a non-specialist audience without losing precision. The level assumes working familiarity with the communications function but no prior formal training in this aspect of communications and media practice. The programme ends where implementation begins, with this strand of communications and media practice broken into steps someone can start on Monday.
Expected Learning Outcomes
Design the crisis response plan for outlet-specific press releases with named roles and pre-agreed authority.
Diagnose whether a problem in outlet-specific press releases is one of design, resourcing or discipline.
Sequence internal and external communication about outlet-specific press releases correctly.
Define the scope and boundaries of outlet-specific press releases so that responsibility for it is unambiguous.
Design a practical operating method for outlet-specific press releases that fits the organisation's size and maturity.
Build community and stakeholder engagement around outlet-specific press releases.
Who Should Attend
Project and programme managers whose delivery depends on outlet-specific press releases.
Internal communications staff explaining outlet-specific press releases to employees.
Journalists and editors working on stories involving outlet-specific press releases.
Marketing staff coordinating with communications on outlet-specific press releases.
Spokespeople and executives who speak publicly about outlet-specific press releases.
Managers with direct responsibility for outlet-specific press releases within the communications function.
Course Modules
Outlet-specific press releases: crisis preparation, roles and authority
2 sessions · 8 pointsSession 1Closing out outlet-specific press releases and capturing what was learned
- Define acceptance criteria for outlet-specific press releases in advance.
- Configure monitoring that flags coverage of outlet-specific press releases within the hour.
- Localise messaging on outlet-specific press releases without fragmenting it.
- Archive every statement issued on outlet-specific press releases with date and approver.
Session 2Apologising for outlet-specific press releases credibly
- Decide in advance when to correct misinformation about outlet-specific press releases and when not to.
- Anticipate the objections outlet-specific press releases will raise and prepare the answers.
- Benchmark the organisation's outlet-specific press releases against comparable operations.
- Establish who is informed, consulted and accountable in outlet-specific press releases.
Outlet-specific press releases: monitoring, sentiment and early warning
2 sessions · 8 pointsSession 1What has to be agreed before work on outlet-specific press releases starts
- Confirm that those complying with outlet-specific press releases understand why it exists.
- Build a stakeholder map for outlet-specific press releases and the message each needs.
- Rehearse the hostile interview on outlet-specific press releases with a real challenger.
- Set out how exceptions to outlet-specific press releases are requested and approved.
Session 2Coordinating outlet-specific press releases across markets and languages
- Identify the journalists who actually cover outlet-specific press releases and what they need.
- Remove steps in outlet-specific press releases that add effort without adding assurance.
- Review whether coverage of outlet-specific press releases changed anything that matters.
- Identify single points of dependency in outlet-specific press releases and reduce them.
Outlet-specific press releases: internal audiences and sequencing
2 sessions · 8 pointsSession 1Building media relationships on outlet-specific press releases before you need them
- Sequence internal notification about outlet-specific press releases ahead of external release.
- Debrief after each significant episode involving outlet-specific press releases.
- Confirm that reporting on outlet-specific press releases reaches the people who can act.
- Verify six months later that changes to outlet-specific press releases have held.
Session 2Reviewing outlet-specific press releases when nothing has gone wrong
- Map the handovers in outlet-specific press releases between functions and secure them.
- Prepare the acknowledgement for outlet-specific press releases that does not evade responsibility.
- Draft materials on outlet-specific press releases that need no rewriting to be published.
- Set the response time target for enquiries about outlet-specific press releases.
Outlet-specific press releases: recovery and rebuilding credibility
2 sessions · 8 pointsSession 1Monitoring outlet-specific press releases in time to act
- Check communication on outlet-specific press releases against legal and regulatory constraint.
- Establish the boundary of outlet-specific press releases and record what sits outside it.
- Establish what evidence demonstrates outlet-specific press releases is under control.
- Estimate the resource outlet-specific press releases requires to run as designed.
Session 2Writing on outlet-specific press releases so a journalist can publish it
- Agree who signs off statements on outlet-specific press releases outside working hours.
- Prepare the holding statement for outlet-specific press releases in advance.
- Build the internal briefing that explains outlet-specific press releases to those affected.
- Identify the data already collected that bears on outlet-specific press releases.
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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