Global Learning for Operational Leaders
Classroom
14 sessions
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Online / Live
14 sessions
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Introduction
Course overview
Positive media coverage builds credibility, while poor media relations can damage reputation. Media relations professionals must understand journalists' needs and manage relationships strategically.
This Aractech course covers how media work, building media lists and relationships, pitching stories, press materials, interviews and press conferences, managing negative coverage, digital media and measuring media relations. Participants pitch and prepare media materials.
What you will achieve
Learning objectives
- Understand media and journalists' needs
- Build and maintain media relationships
- Pitch newsworthy stories
- Prepare press materials
- Support interviews and press conferences
- Manage negative coverage and measure results
Who should attend
Target audience
- PR and media relations professionals
- Communication managers
- Press officers
- Spokespeople
- Marketing professionals
- Corporate affairs staff
Methodology
Learning approach
- Practical workshops
- Pitching practice
- Role plays
- Case studies
- Group discussions
Complete course outline
Five focused days of learning and application
The timings provided are estimates and may vary depending on the number of participants and the discussions taking place during the sessions. They are indicative only and do not constitute a binding commitment.
Day 1
Media Landscape
- How newsrooms work
- Media types
- News values
- Coffee break
- News values (continued)
- Trends
- Exercise: Media mapping
Day 2
Relationships and Pitching
- Media lists
- Relationship building
- Pitching
- Coffee break
- Pitching (continued)
- Exclusives
- Practice: Story pitch
Day 3
Press Materials
- Press releases
- Media kits
- Statements
- Coffee break
- Statements (continued)
- Visuals
- Workshop: Press materials
Day 4
Interviews and Events
- Interview preparation
- Press conferences
- Media briefings
- Coffee break
- Media briefings (continued)
- Spokesperson support
- Role play: Media interview
Day 5
Negative Coverage and Measurement
- Responding to criticism
- Corrections
- Digital media
- Coffee break
- Digital media (continued)
- Measurement
- Capstone: Media relations plan
FAQ
Frequently asked questions
What does Media Relations Management (PR-017) cover?
This course covers Public Relations through a structured five-day outline focused on practical application, discussion, and implementation planning.
When is the next available session?
The next scheduled session starts on 9 - 13 November 2026. See the course schedules section for the available dates and delivery formats.
Who should attend this course?
PR and media relations professionals, Communication managers, Press officers
Is bilingual course delivery available?
Yes. All course materials and presentations are provided in English, while bilingual explanation and discussion support may be available depending on the selected location and trainer availability. For example, when attending a course in Istanbul, you may request a Turkish-speaking trainer to explain the English course content in Turkish. Arabic explanation support may also be requested at this location. Other languages are available in selected cities. You can choose your preferred language support as an optional preference during registration.
How can I register for a session?
Use any Register button next to the available course dates to open the participant registration page and submit your booking request for the selected session.
Is this course available online as well as classroom-based?
Check the course schedules section for currently published classroom and Online / Live sessions.
Where are classroom sessions delivered?
Current classroom venues include Barcelona, Paris, Munich, Kuala lumpur, Amsterdam, London, Cape Town.
How long is the training programme?
The programme runs for five days from 09:00 to 14:00, which gives 25 contact hours, including a daily 30-minute break (22.5 hours of instruction).
Quick request
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Choose an available date and venue, add your participants, and we will email a formal quotation for Media Relations Management to your business address.