Prepare the apology or acknowledgement for media sponsor relations that is credible.
Designing Strategies to Manage Relationships with Media Sponsors
A practical programme in media sponsor relations 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
Internal audiences learn about media sponsor relations from the news unless you reach them first. Credibility in this aspect of communications and media practice is spent quickly and rebuilt slowly. Participants finish able to explain the communications and media practice capability to a non-specialist audience without losing precision. Every module pairs a short input on media sponsor relations with structured practice on the participant's own material. Teams frequently over-invest in documenting this aspect of communications and media practice and under-invest in testing it. Content is organised around the decisions practitioners actually face in the communications and media practice discipline, not around theory headings. It is pitched for practitioners with responsibility for media sponsor relations, not for observers of it. Post-incident reviews keep identifying weaknesses in this part of communications and media practice that were visible long before the incident. The programme ends where implementation begins, with this aspect of communications and media practice broken into steps someone can start on Monday.
Expected Learning Outcomes
Establish escalation routes for media sponsor relations that work outside normal hours.
Diagnose whether a problem in media sponsor relations is one of design, resourcing or discipline.
Design the digital and social response protocol for media sponsor relations.
Test the organisation's response to media sponsor relations under conditions that are less than ideal.
Build relationships with media covering media sponsor relations before you need them.
Sequence internal and external communication about media sponsor relations correctly.
Who Should Attend
Staff seconded into improvement work on media sponsor relations.
Journalists and editors working on stories involving media sponsor relations.
Managers in small and medium organisations who own media sponsor relations alongside other duties.
Spokespeople and executives who speak publicly about media sponsor relations.
Government relations and public affairs officers covering media sponsor relations.
Investor relations officers communicating media sponsor relations to markets.
Course Modules
Media sponsor relations: monitoring, sentiment and early warning
2 sessions · 8 pointsSession 1Who decides what during a crisis involving media sponsor relations
- Rehearse the briefing on media sponsor relations that would follow an incident.
- Set the response time target for enquiries about media sponsor relations.
- Identify the data already collected that bears on media sponsor relations.
- Close out actions on media sponsor relations rather than leaving them open indefinitely.
Session 2Answering the hostile question about media sponsor relations
- Name the crisis roles for media sponsor relations and confirm authority to speak.
- Rehearse the hostile interview on media sponsor relations with a real challenger.
- Prepare the summary of media sponsor relations that senior management will read.
- Plan the sequence in which improvements to media sponsor relations will be introduced.
Media sponsor relations: misinformation, correction and restraint
2 sessions · 8 pointsSession 1Escalation and decision rights in media sponsor relations
- Name a single owner for each element of media sponsor relations.
- Rank the weaknesses in media sponsor relations by consequence rather than by ease of fixing.
- Assign responsibility for keeping documentation of media sponsor relations current.
- Review whether coverage of media sponsor relations changed anything that matters.
Session 2Getting other functions to support media sponsor relations
- Localise messaging on media sponsor relations without fragmenting it.
- Set out how exceptions to media sponsor relations are requested and approved.
- Archive every statement issued on media sponsor relations with date and approver.
- Identify the journalists who actually cover media sponsor relations and what they need.
Media sponsor relations: crisis preparation, roles and authority
2 sessions · 8 pointsSession 1The three messages on media sponsor relations you will not move from
- Compare the cost of media sponsor relations with the cost of its absence.
- Confirm that contractual obligations around media sponsor relations are understood.
- Configure monitoring that flags coverage of media sponsor relations within the hour.
- Debrief after each significant episode involving media sponsor relations.
Session 2What has to be agreed before work on media sponsor relations starts
- Agree who signs off statements on media sponsor relations outside working hours.
- Benchmark the organisation's media sponsor relations against comparable operations.
- Build a stakeholder map for media sponsor relations and the message each needs.
- Prepare the acknowledgement for media sponsor relations that does not evade responsibility.
Media sponsor relations: message architecture and discipline
2 sessions · 8 pointsSession 1Rebuilding trust after media sponsor relations
- Sequence internal notification about media sponsor relations ahead of external release.
- Check communication on media sponsor relations against legal and regulatory constraint.
- Confirm that reporting on media sponsor relations reaches the people who can act.
- Write the three key messages on media sponsor relations and test them against hard questions.
Session 2Building media relationships on media sponsor relations before you need them
- Draft materials on media sponsor relations that need no rewriting to be published.
- Prepare the response for the most likely failure in media sponsor relations.
- Draft the minimum viable communications plan for media sponsor relations.
- Build the competence framework that supports media sponsor relations.
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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